10 B2B Social Media Campaigns That Actually Generated Leads

⚡ Quick B2B Campaign Wins

🎯 What Makes B2B Campaigns Work:

• Educational focus - Teach, don't just sell
• Multi-platform approach - Meet buyers where they are
• Data-driven targeting - Reach decision-makers precisely
• Value-first content - Give before asking
• Clear CTAs - Make next steps obvious

💡 Common B2B Campaign Elements:

• LinkedIn as primary platform (most B2B leads come from here)
• Long-form educational content (whitepapers, webinars, guides)
• Account-based targeting (specific companies and roles)
• Employee advocacy (team members amplifying reach)
• Lead magnets (valuable resources in exchange for contact info)

📊 Expected Campaign Results:

• Lead generation: 100-5,000+ qualified leads per campaign
• Cost per lead: $50-500 depending on industry and targeting
• Timeline: 3-6 months for full campaign execution
• ROI: 3-10x return on campaign investment

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🚫 Why Most B2B Campaigns Fail

Here's the brutal truth: Most B2B social media campaigns generate zero meaningful leads.

The Common Mistakes:

1. Treating B2B like B2C - Posting memes and inspirational quotes won't generate enterprise deals
2. Sales-first approach - Nobody wants to be sold to on social media
3. Ignoring the buyer journey - Expecting instant conversions from cold audiences
4. Wrong platform focus - Putting all effort into Instagram when buyers are on LinkedIn
5. No nurture strategy - Getting leads but not moving them through the funnel

What Actually Works:

• Educational content that solves real business problems
• Multi-touch campaigns across the buyer journey
• Platform selection based on where YOUR buyers actually are
• Patient lead nurturing aligned with long B2B sales cycles
• Integration with sales team for proper follow-up

Learn the fundamentals in our complete guide to B2B social media best practices.

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🏆 10 B2B Social Media Campaigns That Generated Real Results

Campaign 1: HubSpot's "Make My Persona" Interactive Tool

Company: HubSpot (Marketing Automation)
Primary Platform: Website + LinkedIn + Twitter
Campaign Type: Interactive tool + content marketing

The Strategy: HubSpot created a free interactive tool that helps marketers build detailed buyer personas in minutes. They promoted it heavily on LinkedIn and Twitter, targeting marketing professionals.

What They Did:

• Built genuinely useful free tool (no credit card required)
• Created supporting content (blog posts, guides, templates)
• Shared customer persona examples on social media
• Employee advocacy - team shared their own persona results
• Retargeted tool users with relevant content offers

Campaign Tactics:

• LinkedIn: Sponsored content targeting CMOs and Marketing Directors
• Twitter: Organic engagement with marketing hashtags
• Blog content: "How to Create a Buyer Persona" with tool CTA
• Email nurture: Series teaching persona-based marketing

Results:

• 500,000+ personas created
• 15,000+ new marketing qualified leads
• Significant increase in trial signups
• Tool still generating leads 8 years later

Key Takeaway: Give genuine value first. Create tools that solve immediate problems without asking for anything in return. The goodwill generates leads naturally.

Apply This: Create free tools or calculators relevant to your industry. Use our B2B Lead Magnet Idea Generator to brainstorm tool ideas for your audience.

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Campaign 2: Slack's "Wall of Love" User-Generated Content

Company: Slack (Team Communication)
Primary Platform: Twitter + Website
Campaign Type: User-generated content (UGC) campaign

The Strategy: Slack curated thousands of positive customer tweets into a "Wall of Love" and turned customer enthusiasm into their primary marketing engine.

What They Did:

• Monitored Twitter for organic Slack mentions and praise
• Created dedicated "Wall of Love" page featuring customer tweets
• Shared standout customer stories on their social channels
• Made it easy for customers to share Slack screenshots
• Turned happy users into de facto brand ambassadors

Campaign Tactics:

• Twitter: Real-time engagement with every mention
• LinkedIn: Shared customer success stories with metrics
• Content: Case studies from most enthusiastic users
• Product: Built shareability into the product itself

Results:

• 8 million daily active users organically driven
• $0 spent on traditional advertising initially
• 15,000+ customer testimonials collected
• Word-of-mouth primary growth driver

Key Takeaway: In B2B, your happy customers are your best marketers. Make it ridiculously easy for them to share their success, then amplify those stories everywhere.

Apply This: Monitor social mentions of your brand, respond to every one, and showcase customer wins. Learn about user-generated content strategies for B2B.

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Campaign 3: Adobe's "Adobe Insider" LinkedIn Newsletter

Company: Adobe (Creative Software)
Primary Platform: LinkedIn
Campaign Type: Native LinkedIn newsletter + thought leadership

The Strategy: Adobe launched a LinkedIn newsletter targeting creative professionals and marketing leaders with insider tips, industry trends, and creative inspiration.

What They Did:

• Published weekly newsletter directly on LinkedIn
• Featured Adobe experts, employees, and customer stories
• Shared early access to features and product updates
• Interviewed industry leaders and influencers
• Made content valuable even for non-Adobe users

Campaign Tactics:

• LinkedIn Newsletter: Weekly publication with 100,000+ subscribers
• Video content: Behind-the-scenes with Adobe experts
• Polls and questions: Engaged audience in content decisions
• Employee advocacy: Team shared newsletter with their networks

Results:

• 150,000+ newsletter subscribers in first year
• Major increase in LinkedIn engagement
• 12,000+ leads attributed to newsletter
• Established Adobe executives as thought leaders

Key Takeaway: Consistent, valuable content builds trust over time. LinkedIn newsletters reach subscribers directly in their feed—a powerful B2B tool.

Apply This: Start a LinkedIn newsletter focused on your industry expertise. Post consistently for 3-6 months to build an engaged subscriber base.

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Campaign 4: Salesforce's #SalesforceOhana Community Campaign

Company: Salesforce (CRM Software)
Primary Platform: Twitter + LinkedIn + Events
Campaign Type: Community building + advocacy

The Strategy: Salesforce built a massive community ("Ohana" = family in Hawaiian) of customers, partners, and employees who actively promote and support each other.

What They Did:

• Created #SalesforceOhana hashtag for community
• Hosted massive annual Dreamforce conference (social media amplified)
• Built Trailblazer community for learning and networking
• Recognized and rewarded community advocates
• Made community members the heroes of their content

Campaign Tactics:

• Twitter: Real-time engagement during events with hashtags
• LinkedIn: Professional community groups and discussions
• User conferences: Social media amplification strategy
• Advocacy program: Formal structure for community advocates

Results:

• #Dreamforce hashtag: 1 billion+ impressions annually
• 2 million+ Trailblazer community members
• Substantial new business from community referrals
• Industry-leading NPS score (72)

Key Takeaway: Building a community isn't a campaign—it's a long-term strategy. But when done right, your community becomes your most powerful marketing channel.

Apply This: Create a branded hashtag, recognize community members publicly, and build spaces for customers to connect with each other. Read our guide on community management.

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Campaign 5: Mailchimp's "Did You Mean Mailchimp?" Brand Awareness Play

Company: Mailchimp (Email Marketing)
Primary Platform: Multi-platform (Twitter, YouTube, Out-of-home)
Campaign Type: Brand awareness + humor

The Strategy: Mailchimp launched a deliberately weird campaign featuring intentional misspellings of their name (MailShrimp, MailKimp, KaleLimp) to increase brand memorability.

What They Did:

• Created absurdist video content with misspelled names
• Launched coordinated social media campaign
• Used humor to stand out in boring email marketing space
• Made campaign so unusual it generated earned media
• Tied quirky branding to product simplicity message

Campaign Tactics:

• YouTube: Surreal video series that went viral
• Twitter: Played along with name confusion jokes
• LinkedIn: Explained strategy in behind-the-scenes content
• PR: Generated articles in major business publications

Results:

• Large increase in brand searches
• Millions of earned media impressions
• Made "Mailchimp" more memorable and recognizable
• Positioned brand as creative and approachable

Key Takeaway: B2B doesn't have to be boring. Bold creative campaigns generate attention, conversation, and memorability—if executed with strategic purpose.

Apply This: Find ways to inject personality into your B2B brand. Don't be afraid to take creative risks that make people remember you. Explore brand differentiation strategies.

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Campaign 6: LinkedIn's "In It Together" Campaign

Company: LinkedIn (Professional Network)
Primary Platform: LinkedIn (own platform) + Cross-platform
Campaign Type: Thought leadership + community support

The Strategy: During economic uncertainty, LinkedIn launched a campaign supporting professionals with resources, career advice, and community connection.

What They Did:

• Created #InItTogether movement supporting job seekers
• Provided free LinkedIn Learning courses
• Shared career development resources
• Featured real professional stories and advice
• Positioned LinkedIn as advocate for professionals

Campaign Tactics:

• LinkedIn: Native content, articles, and video series
• LinkedIn Live: Career coaching and expert sessions
• User stories: Featured members overcoming challenges
• Resource hub: Centralized free tools and courses

Results:

• 21 million+ engagements with campaign content
• 2 million+ LinkedIn Learning course completions
• Significant brand sentiment improvement
• Strengthened LinkedIn's position as professional resource

Key Takeaway: Purpose-driven campaigns that genuinely help your audience build lasting brand equity. Lead with value, especially during challenging times.

Apply This: Identify challenges your target audience faces and create campaigns that genuinely help solve them, not just promote your product.

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Campaign 7: Zendesk's "Alternative to [Competitor]" SEO Campaign

Company: Zendesk (Customer Service Software)
Primary Platform: Search + LinkedIn + Content Marketing
Campaign Type: Competitive positioning + SEO

The Strategy: Zendesk created honest, helpful comparison content targeting people searching for alternatives to competitors, then promoted it on social media.

What They Did:

• Built detailed "[Competitor] alternative" comparison pages
• Created honest, balanced feature comparisons
• Targeted social ads to competitor customers
• Used LinkedIn to reach decision-makers actively evaluating options
• Offered migration support and resources

Campaign Tactics:

• SEO: Targeted "alternative to X" search terms
• LinkedIn Ads: Targeted employees at competitor customer companies
• Content: Honest pros/cons comparisons (built trust)
• Retargeting: Nurtured comparison page visitors

Results:

• Many new enterprise deals from comparison content
• "Alternative to" pages among highest converting
• Captured customers during active evaluation phase
• Lower acquisition cost than other channels

Key Takeaway: Target buyers when they're actively looking. Honest competitive positioning wins trust. Meet customers where they are in their buyer journey.

Apply This: Create honest comparison content for your competitive landscape. Promote on LinkedIn to target decision-makers at the right time.

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Campaign 8: Drift's "Conversational Marketing" Category Creation

Company: Drift (Conversational Marketing Platform)
Primary Platform: LinkedIn + Content Hub
Campaign Type: Thought leadership + category creation

The Strategy: Drift didn't just market their product—they created an entirely new category ("Conversational Marketing") and positioned themselves as the leader.

What They Did:

• Published detailed content defining conversational marketing
• Created free resources, guides, and frameworks
• Hosted virtual events and webinars teaching the methodology
• Published a book: "Conversational Marketing"
• Made themselves synonymous with the category

Campaign Tactics:

• LinkedIn: Daily thought leadership posts from executives
• Content hub: Complete resource library
• Webinar series: Educational sessions, not product pitches
• Book launch: Social media amplification campaign
• Podcast: Conversations with B2B leaders

Results:

• Became fastest-growing B2B SaaS company
• "Conversational marketing" term owned by Drift
• Raised $107 million in funding
• Acquired by Vista Equity Partners for $1 billion

Key Takeaway: Creating a category positions you as the automatic leader. Educate your market on WHY they need your solution, not just WHAT your product does.

Apply This: Identify an emerging trend or approach in your industry. Create detailed educational content around it. Use our B2B Content Generator to scale content creation.

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Campaign 9: Hootsuite's #FlockToUnlock Social-First Launch

Company: Hootsuite (Social Media Management)
Primary Platform: Twitter + Multi-platform
Campaign Type: Product launch + gamification

The Strategy: For a major product launch, Hootsuite created a social-driven campaign where Twitter engagement literally unlocked new product features.

What They Did:

• Created interactive unlock mechanism tied to social actions
• Each engagement milestone revealed new feature
• Built anticipation and participation simultaneously
• Rewarded community for helping spread the word
• Made followers feel invested in product success

Campaign Tactics:

• Twitter: Central hub for unlock tracking and updates
• Facebook/LinkedIn: Cross-promotion driving to Twitter
• Influencer partnerships: Industry influencers promoted campaign
• Real-time updates: Live tracking of unlock progress
• Community rewards: Special perks for most engaged participants

Results:

• 2 million+ social actions in 48 hours
• Massive earned media coverage
• Product features revealed through social engagement
• Successful launch with pre-engaged user base

Key Takeaway: Gamification drives engagement. Making your audience part of the launch creates investment, excitement, and organic promotion.

Apply This: For launches, create interactive elements that reward social participation. Make your audience feel like partners, not just recipients.

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Campaign 10: Shopify's Merchant Success Stories

Company: Shopify (E-commerce Platform)
Primary Platform: Multi-platform (Instagram, LinkedIn, YouTube, TikTok)
Campaign Type: Customer success stories + social proof

The Strategy: Shopify systematically showcased customer success stories across every social platform, making merchants the heroes of every story.

What They Did:

• Featured diverse merchants from various industries
• Shared real revenue numbers and business growth stories
• Created video series: "Shopify Stories" on YouTube
• Instagram features highlighting unique stores
• LinkedIn B2B success stories with metrics

Campaign Tactics:

• Instagram: Visually compelling merchant highlights
• YouTube: Long-form documentary-style success stories
• TikTok: Short-form merchant journey videos
• LinkedIn: B2B-focused case studies with ROI data
• Twitter: Quick wins and merchant shoutouts

Results:

• Millions of entrepreneurs inspired to start businesses
• Social proof drove trust with new merchants
• Customer retention improved through recognition
• Merchants shared their features, amplifying reach

Key Takeaway: Your customers' success is your best marketing. Make them the heroes, show real results, and let their stories sell for you.

Apply This: Systematically document customer wins. Create a content calendar featuring one customer success story per week across all platforms.

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📊 Common B2B Campaign Elements That Drive Results

1. Educational Content Foundation

What Works:

• How-to guides and tutorials
• Industry research and data
• Frameworks and methodologies
• Best practice guides
• Trend analysis and insights

Why It Works: B2B buyers consume 13+ pieces of content before making decisions. Educational content builds trust and positions you as the expert.

Tools: Use our B2B Content Generator to create educational social media posts that provide genuine value.

2. Multi-Touch Campaign Strategy

The B2B Buyer Journey:

1. Awareness: Problem recognition (blog posts, social content)
2. Consideration: Solution research (guides, webinars, comparisons)
3. Decision: Vendor evaluation (case studies, demos, trials)
4. Retention: Customer success (training, community, upsells)

Campaign Mapping: Create content for EACH stage, not just awareness. Most B2B campaigns fail because they only focus on top-of-funnel content.

3. LinkedIn-First Approach

Why LinkedIn Dominates B2B:

• Most B2B leads come from LinkedIn
• Decision-makers actively use the platform
• Professional context increases receptiveness
• Advanced targeting reaches exact roles/companies

LinkedIn Campaign Best Practices:

• Sponsored content targeting specific job titles
• LinkedIn InMail for direct outreach
• Native video performs best
• LinkedIn Articles for thought leadership
• Employee advocacy amplifies reach 8x

Learn advanced LinkedIn strategies in our B2B social media strategy guide.

4. Account-Based Marketing (ABM) Integration

What Is ABM Social: Targeting specific high-value companies and decision-makers with personalized content on social media.

ABM Social Tactics:

• LinkedIn ads targeted to specific companies
• Personalized content for target accounts
• Social listening for target account signals
• Executive engagement with target account leaders
• Event-based campaigns (funding rounds, leadership changes)

ABM Results:

• Higher conversion rates (2-3x traditional campaigns)
• Shorter sales cycles
• Better sales-marketing alignment
• Higher deal values

5. Employee Advocacy Programs

The Multiplier Effect: Content shared by employees gets 8x more engagement than company posts.

Building Employee Advocacy:

• Create shareable content employees are proud of
• Provide social media guidelines and training
• Recognize and reward active advocates
• Make sharing easy with content libraries
• Track and measure advocacy impact

Read our complete guide to employee advocacy programs.

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🎯 B2B Campaign Planning Framework

Phase 1: Strategy Foundation (Week 1-2)

Define Campaign Goals:

• What specific outcomes do you want? (Leads? Brand awareness? Event registrations?)
• How many? (Set specific numerical targets)
• By when? (Clear timeline)
• Success metrics? (Define what "good" looks like)

Identify Target Audience:

• Company size (employees, revenue)
• Industry/vertical
• Job titles/roles
• Geographic location
• Pain points and challenges

Use our Target Audience Generator to build detailed personas.

Select Platform Mix:

• Primary platform (usually LinkedIn for B2B)
• Supporting platforms (Twitter, YouTube, etc.)
• Owned channels (website, email, blog)
• Partner channels (influencers, communities)

Phase 2: Content Creation (Week 3-4)

Content Asset Development:

• Hero content (main campaign piece: guide, tool, webinar)
• Supporting content (blog posts, social updates, emails)
• Creative assets (graphics, videos, infographics)
• Landing pages and conversion paths
• Lead magnets and offers

Content Calendar: Map out exactly when each piece publishes across all channels. Use our Content Calendar Generator to organize everything.

Content Themes:

• Week 1: Problem identification and awareness
• Week 2: Education and solution exploration
• Week 3: Value demonstration and proof
• Week 4: Call-to-action and conversion push

Phase 3: Campaign Launch (Week 5-8)

Paid Promotion:

• LinkedIn Sponsored Content (majority of ad spend)
• LinkedIn InMail (personalized outreach)
• Twitter Promoted Tweets (supporting reach)
• Retargeting (website visitors, content engagers)

Organic Amplification:

• CEO and executive social sharing
• Employee advocacy activation
• Community engagement
• Influencer partnerships
• PR and earned media

Email Integration:

• Campaign announcement to existing database
• Nurture sequences for new leads
• Segmented messaging by buyer stage
• Sales team enablement with social insights

Phase 4: Optimization & Scale (Week 9-12)

Monitor Campaign Metrics:

• Reach and impressions
• Engagement rates
• Click-through rates
• Lead generation volume
• Cost per lead
• Lead quality scores
• Pipeline contribution

A/B Testing:

• Ad creative variations
• Headline and copy tests
• CTA button testing
• Landing page optimization
• Audience segment testing

Optimize and Scale:

• Increase budget on best-performing assets
• Pause underperforming elements
• Create more of what's working
• Expand to new audience segments
• Document learnings for next campaign

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💡 B2B Campaign Mistakes to Avoid

Mistake 1: Selling Too Hard, Too Fast

The Problem: Nobody logs into LinkedIn hoping to see your sales pitch. Aggressive selling kills engagement and damages brand perception.

The Fix: Follow the value-first rule: mostly valuable education and entertainment, occasional promotional content. Earn the right to sell by providing value first.

Mistake 2: Ignoring the Long Sales Cycle

The Problem: B2B sales cycles average 6-18 months. Expecting immediate conversions leads to premature campaign abandonment.

The Fix: Build multi-month nurture campaigns. Focus on moving prospects through stages, not immediate sales. Measure pipeline contribution, not just immediate conversions.

Mistake 3: Platform Mismatch

The Problem: Putting B2B budgets into Instagram or TikTok when your buyers are exclusively on LinkedIn.

The Fix: Research where YOUR specific buyers spend time. For most B2B, that's LinkedIn first, Twitter/YouTube second, everything else distant third.

Mistake 4: No Sales-Marketing Alignment

The Problem: Marketing generates leads, sales doesn't follow up or says they're "bad leads." The disconnect kills ROI.

The Fix: Align on lead definitions, create shared goals, integrate systems, and maintain constant communication. Read our guide on sales and marketing alignment.

Mistake 5: Treating All Platforms the Same

The Problem: Copy-pasting the same content to every platform. Each platform has different audiences and formats.

The Fix: Adapt content for each platform's native format and audience expectations:

• LinkedIn: Professional, educational, longer-form
• Twitter: Concise insights, real-time engagement
• YouTube: Detailed tutorials, demonstrations
• TikTok: Authentic, personality-driven, behind-scenes

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🚀 Launching Your Next B2B Campaign

Quick Start Checklist

Before Launch:

• ✅ Clear campaign goals and metrics defined
• ✅ Target audience personas documented
• ✅ Content assets created and approved
• ✅ Landing pages and conversion paths built
• ✅ Tracking and analytics set up
• ✅ Sales team briefed and prepared
• ✅ Employee advocacy network activated
• ✅ Budget allocated across channels

Week 1 Actions:

• Launch hero content piece
• Activate paid promotion
• Send announcement email
• Engage in real-time with responses
• Monitor metrics daily
• Adjust based on early signals

Ongoing Optimization:

• Review metrics weekly
• Test new creative variations
• Expand winning audiences
• Cut underperforming elements
• Document learnings
• Share results with team

Campaign Resources

Planning Tools:

• B2B Marketing Plan Generator - Create your campaign strategy
• Content Calendar Generator - Organize your campaign timeline
• B2B Lead Magnet Idea Generator - Brainstorm campaign offers

Content Creation Tools:

• B2B Content Generator - Generate social media posts
• B2B Email Subject Line Generator - Create compelling emails
• B2B Call to Action Generator - Craft effective CTAs
• Case Study Headline Generator - Write compelling case studies

Strategy Guides:

• B2B Social Media Best Practices - Complete strategy guide
• B2B Lead Generation Ideas - 28+ proven tactics
• B2B Content Marketing Strategy - Content approach that works

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Frequently Asked Questions

What makes a B2B social media campaign successful?

Successful B2B campaigns focus on education over selling, target decision-makers precisely (usually on LinkedIn), provide genuine value through content, align with the long B2B sales cycle, and integrate with sales teams for proper follow-up. Key metrics include qualified lead generation, pipeline contribution, and ROI—not just vanity metrics like likes and followers.

Which social media platform is best for B2B campaigns?

LinkedIn is the best platform for most B2B campaigns, generating the majority of B2B social media leads. Decision-makers actively use LinkedIn for professional purposes, making them receptive to business content. Twitter works well for real-time engagement and thought leadership. YouTube excels for product demonstrations and educational content. Instagram and TikTok work for specific B2B niches with visual products or younger audiences.

How long does a B2B social media campaign take to show results?

B2B campaigns typically show initial engagement within 2-4 weeks, lead generation within 1-2 months, and pipeline impact within 3-6 months. B2B sales cycles are long (6-18 months average), so campaigns need patience and sustained effort. Focus on leading indicators (engagement, content downloads, meeting requests) early, then measure pipeline contribution and closed deals over 6-12 months.

How much should I budget for a B2B social media campaign?

B2B campaign budgets vary widely: Small campaigns $2,000-10,000 (content creation + basic LinkedIn ads), Medium campaigns $10,000-50,000 (complete content + multi-platform promotion), Enterprise campaigns $50,000-500,000+ (full-scale with video, events, extensive paid promotion). Allocate majority to LinkedIn advertising, with budget for content creation and tools. Start small, measure ROI, then scale what works.

What content performs best in B2B social media campaigns?

Educational content performs best: how-to guides, industry research, frameworks, case studies with real metrics, comparison guides, webinars, and original tools or calculators. Video content generates high engagement (testimonials, product demos, behind-the-scenes). Customer success stories build trust. Thought leadership from executives establishes authority. Avoid overly promotional content—provide value first, then ask for business.

How do I measure B2B social media campaign success?

Measure B2B campaigns across the funnel: Top-funnel (reach, engagement, content downloads, website traffic), Mid-funnel (marketing qualified leads, sales qualified leads, meeting requests), Bottom-funnel (pipeline contribution, closed deals, revenue). Track cost per lead, lead-to-opportunity rate, and campaign ROI. Focus on quality over quantity—10 qualified enterprise leads matter more than 1,000 unqualified contacts.

Should I use paid or organic social media for B2B campaigns?

Use both. Organic builds long-term brand authority, thought leadership, and community engagement. Paid accelerates reach, enables precise targeting of decision-makers at specific companies, and drives faster lead generation. Balance paid budget (LinkedIn Sponsored Content, InMail) with organic effort (employee advocacy, content marketing, engagement). Paid amplifies your best organic content to reach exactly who you want.

How do I get sales team buy-in for B2B social media campaigns?

Involve sales early in campaign planning, align on lead definitions and qualification criteria, set shared goals, provide sales enablement content they can use, integrate CRM for seamless lead handoff, show ROI with pipeline and revenue attribution, and create feedback loops for continuous improvement. Make social-sourced leads easy to identify and track. When sales sees quality leads closing, buy-in follows naturally.

Ready to launch your B2B campaign? Start planning with our B2B Marketing Plan Generator, create compelling content with our B2B Content Generator, and organize your campaign timeline with our Content Calendar Generator. Also explore our guides on B2B social media best practices, B2B lead generation ideas, and sales and marketing alignment.