The 25 Commandments of B2B Lead Generation (Break These at Your Peril)

Lead generation isn't about filling your CRM with names—it's about building real pipeline. This is your strategist-grade, field-tested guide to the commandments that actually drive results.

Why Most B2B Lead Gen Fails

• Most lead gen is a graveyard of wasted budget, dead MQLs, and so-called best practices that never worked.
• Pipeline comes from sniper-targeted campaigns, proof-driven offers, and relentless iteration.
• The best lead gen machines automate the grunt work and measure what matters.

Framework: Building a Lead Gen Machine

1. Start with a sniper-targeted ICP—job title, function, seniority, and account list.
2. Use a single, irresistible offer per campaign.
3. Build landing pages with one goal and zero distractions.
4. Automate follow-up and retargeting.
5. Measure pipeline and closed deals, not just clicks.

🚨 The 25 Commandments (and How to Obey)

1. Thou shalt not measure success by MQLs alone.
   How to Obey: Track pipeline and closed-won deals.
2. Thou shalt never send a cold email without a real offer.
   How to Obey: Lead with value, not "just checking in."
3. Thou shalt build a sniper-targeted ICP before launching any campaign.
   How to Obey: Use LinkedIn, CRM, and customer interviews.
4. Thou shalt use a single, irresistible offer per campaign.
   How to Obey: No mixed CTAs—clarity wins.
5. Thou shalt never use 'Contact Us' as your only CTA.
   How to Obey: Use "Get the checklist," "Book a demo," or "See the case study."
6. Thou shalt always test multiple hooks and angles.
   How to Obey: Run 2–3 variants per campaign.
7. Thou shalt build landing pages with one goal and zero distractions.
   How to Obey: No nav, no popups, just proof and CTA.
8. Thou shalt exclude students, job seekers, and competitors from targeting.
   How to Obey: Use LinkedIn filters and negative lists.
9. Thou shalt use real proof—logos, testimonials, case studies.
   How to Obey: Add proof above the fold.
10. Thou shalt refresh creative every 2–3 weeks.
    How to Obey: Rotate hooks, images, and offers.
11. Thou shalt automate follow-up, but never spam.
    How to Obey: Use sequences with value, not desperation.
12. Thou shalt track pipeline and closed deals, not just clicks.
    How to Obey: Use CRM and attribution tools.
13. Thou shalt use checklists and frameworks, not guesswork.
    How to Obey: Build and use your own playbooks.
14. Thou shalt never let the CEO's spouse approve creative.
    How to Obey: Test with your ICP, not your boss.
15. Thou shalt personalize with context, not just {FirstName}.
    How to Obey: Segment by pain, not just name.
16. Thou shalt retarget non-converters with value, not desperation.
    How to Obey: Use case studies and proof in retargeting.
17. Thou shalt use calculators, checklists, or demos as lead magnets—not 47-page whitepapers.
    How to Obey: Make the offer easy to claim.
18. Thou shalt always A/B test offers, not just button colors.
    How to Obey: Test what matters.
19. Thou shalt build campaigns, not one-off ads.
    How to Obey: Map the full funnel.
20. Thou shalt never call a trade show lead a 'win' until it closes.
    How to Obey: Track to closed-won.
21. Thou shalt use vertical-specific language and examples.
    How to Obey: Speak your ICP's language.
22. Thou shalt never stop learning from real customer feedback.
    How to Obey: Interview customers quarterly.
23. Thou shalt keep forms short—every extra field kills conversions.
    How to Obey: Use only essential fields.
24. Thou shalt link every campaign to a real business outcome.
    How to Obey: Tie every campaign to pipeline or revenue.
25. Thou shalt use B2B Ads Assistant to shortcut the pain and build pipeline faster.
    How to Obey: Automate targeting, creative, and follow-up.

FAQ: B2B Lead Generation

Q: How do I know if my lead gen is working?
A: Track pipeline, not just leads. If it's not driving revenue, iterate.

Q: What's the best lead magnet for B2B?
A: The one your ICP actually wants—checklists, calculators, or demos.

Q: How often should I refresh my campaigns?
A: Every 2–3 weeks, or whenever you have a new win or insight.

See More

• How to Write B2B Ad Copy That Actually Converts
• The Ultimate B2B Offer Engineering Playbook
• LinkedIn Ads Benchmarks 2025
• B2B Ad Creative Testing Matrix & Templates
• How to Set Up LinkedIn Ads: The Ultimate B2B Launch Playbook
• LinkedIn Ads Metrics Glossary
• Pricing
• Chat

💥 Ready to Build a Lead Gen Machine?

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