B2B software companies face a unique challenge: long sales cycles, multiple decision-makers, and increasingly crowded markets. Traditional lead generation tactics are becoming less effective as buyers do more research independently before ever talking to sales.
The good news? New tactics are emerging that align with how modern B2B buyers actually behave.
Here are 4 lead generation tactics that are working right now for B2B software companies.
Tactic 1: Website Visitor Identification
The problem: 97% of your website visitors leave without filling out a form. They’re researching, comparing, and evaluating—but you have no idea who they are.
The solution: Visitor identification software reveals who’s on your site, even if they never fill out a form. Learn how to track anonymous visitors.
How It Works
Modern visitor identification tools match your website traffic against databases of companies and contacts. The best tools can identify:
- The company visiting
- The specific person browsing
- Which pages they viewed
- How long they spent on each page
- What brought them to your site
Why This Matters for B2B Software
When someone visits your pricing page, product comparison page, or integration docs, they’re showing buying intent. With visitor identification, you can:
- Reach out before competitors — Contact warm leads before they submit an RFP
- Personalize outreach — Reference the specific pages they viewed
- Prioritize high-intent visitors — Focus on those viewing bottom-funnel content
- Shorten sales cycles — Engage when interest is highest
Recommended Tool: Leadpipe
Leadpipe identifies 40%+ of website visitors with person-level data, including:
- Names and job titles
- Email addresses
- Phone numbers
- LinkedIn profiles
- Complete page visit history
Result: Teams using visitor identification see 260% more leads from the same traffic.
Try Leadpipe free with 500 leads →
Tactic 2: Intent-Based Content Marketing
The problem: Generic blog content attracts traffic but doesn’t convert to leads.
The solution: Create content that targets specific buying stages and intent signals.
The Intent Content Framework
1. Problem-Aware Content
- “Why [problem] is costing your company money”
- “Signs you need [solution type]”
2. Solution-Aware Content
- “How to solve [problem] with [approach]”
- “Complete guide to [solution category]”
3. Product-Aware Content
- “Best [product category] tools compared”
- “[Your product] vs. [Competitor]”
4. Decision-Stage Content
- “How to implement [solution]”
- “ROI calculator for [product]“
Combine with Visitor Identification
The real power comes from combining intent content with visitor identification:
- Someone reads your “Best visitor identification tools” article
- Leadpipe identifies them as a VP of Marketing at a target account
- Your sales team reaches out with relevant follow-up
- The conversation starts with context, not cold
Tactic 3: Account-Based Marketing (ABM)
The problem: Spraying and praying to thousands of leads wastes resources on poor-fit accounts.
The solution: Focus marketing and sales efforts on a defined list of high-value target accounts.
The ABM Playbook for B2B Software
Step 1: Build Your Target Account List
- Identify your ideal customer profile (ICP)
- Research companies that match
- Prioritize by revenue potential and fit
Step 2: Multi-Channel Engagement
- Targeted LinkedIn ads to account employees
- Personalized email sequences
- Custom landing pages for each account
- Direct mail to key decision-makers
Step 3: Sales and Marketing Alignment
- Share account intelligence between teams
- Coordinate outreach timing
- Track engagement at the account level
ABM + Visitor Identification = Pipeline
The challenge with ABM is knowing when target accounts are ready to buy. Visitor identification solves this:
| Signal | Action |
|---|---|
| Target account visits website | Alert sales immediately |
| Multiple people from same company visit | They’re evaluating—prioritize |
| Visitor checks pricing page | High intent—reach out now |
| Return visit after 2 weeks | They’re back—re-engage |
Pro tip: Set up Leadpipe to alert you when any target account visits your site. This turns cold ABM into warm outreach.
Tactic 4: Strategic Outbound with Personalization
The problem: Generic cold emails get ignored. Buyers receive dozens of sales emails daily.
The solution: Hyper-personalized outbound based on real signals and data.
The New Outbound Formula
Old way: Spray generic emails to thousands of contacts
New way: Send highly relevant emails to prospects showing intent
What Makes Outbound Work in 2026
1. Signal-Based Targeting
- Website visits (via visitor identification)
- Job changes
- Funding announcements
- Technology adoption signals
2. Deep Personalization
- Reference specific pages they visited
- Mention their company’s recent news
- Connect to their specific role’s challenges
- Provide immediate value
3. Multi-Touch Sequences
- Email + LinkedIn + phone
- 8-12 touches over 3-4 weeks
- Vary the message and medium
- Include value in every touch
Example: Visitor-Triggered Outbound
Here’s how to combine visitor identification with outbound:
Trigger: Leadpipe identifies Sarah, VP of Marketing at Acme Corp, visited your pricing page
Email:
Hi Sarah,
Noticed Acme Corp has been exploring visitor identification solutions—smart move with your traffic growth this year.
Quick question: Are you seeing the typical 97% of visitors leaving without converting?
Most marketing teams we work with recover 40%+ of that hidden pipeline with person-level identification.
Worth a 15-minute call to see if it fits Acme’s stack?
This outreach is:
- Timely (they just visited)
- Relevant (references their action)
- Value-focused (addresses their likely problem)
- Low-friction (quick call, not a demo)
Putting It All Together
The most effective B2B lead generation combines these tactics:
- Create intent content that attracts your ICP
- Identify visitors to see who’s engaging
- Prioritize target accounts showing activity
- Reach out with personalization based on their behavior
The Tech Stack
| Function | Tool |
|---|---|
| Visitor Identification | Leadpipe |
| CRM | HubSpot, Salesforce |
| Email Sequences | Apollo, Outreach |
| Content | Your CMS |
| Analytics | GA4, Leadpipe |
Key Metrics to Track
| Metric | Target |
|---|---|
| Visitor-to-Lead Rate | 5-10% (with ID tools) |
| Lead-to-Opportunity Rate | 20-30% |
| Response Rate (Outbound) | 15-25% |
| Pipeline from Website | 40%+ |
Start Generating More Leads Today
The fastest way to increase B2B lead generation is to capture the visitors you’re already getting. With 97% of traffic leaving anonymous, visitor identification is the highest-leverage tactic you can implement.
Get 500 free leads with Leadpipe and see exactly who’s visiting your site.
