How to Improve Customer Engagement for SMBs
Discover how to improve customer engagement with practical strategies. Learn to personalize experiences, use AI, and build lasting customer loyalty.
Nitin Mahajan
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November 15, 2025
Finding new business leads in 2025 feels like a whole new ball game, doesn't it? Buyers are savvier, and they're not just waiting around for a generic sales pitch. If you're struggling to fill your pipeline with good prospects, you're definitely not alone. The key to getting more leads for your business today isn't about shouting louder, but about being smarter and showing up in more places. This guide is all about how to find leads effectively by using a mix of channels, understanding what buyers are looking for, and personalizing your approach. We'll cover how to find leads using data, smart outreach, and the best channels available right now.
These days, B2B buyers are doing a lot of their homework before they even talk to sales. They're looking up solutions online, comparing different companies, and they expect you to know who they are when you reach out. Gone are the days when just picking up the phone or sending a generic email was enough. Buyers are using more channels than ever to learn about what they need. Think about it: they might see something on LinkedIn, then check out your website, maybe watch a webinar you hosted, read reviews, and then decide if they want to chat. If you're only focusing on one or two ways to connect, you're probably missing out on a lot of potential customers.
The average B2B buyer now interacts with about ten different channels during their buying process. That's a big jump from just a few years ago.
So, what does this mean for how we find new business? It means you can't just rely on one method. You need to be present in a few different places where your potential clients are spending their time. This isn't about spamming people everywhere, though. It's about creating a coordinated effort. You might send an email to introduce yourself, then connect on LinkedIn to add a personal touch, and maybe follow up with a quick call. This way, you're showing up multiple times, which makes it more likely they'll notice you and start to trust you. Plus, different people respond to different things. Some folks will never answer a cold email but will happily pick up the phone. Others live on LinkedIn. A multi-channel strategy covers all these bases.
Here's a look at why this approach works:
It can feel like a lot to manage, trying to keep track of emails, LinkedIn messages, and calls. But the companies that get it right are seeing better results. It's about meeting buyers where they are, with the right message at the right time.
Putting it all together means creating a plan that uses email, LinkedIn, and phone calls in a smart sequence. You don't just blast out the same message everywhere. Instead, you use each channel to complement the others. For example, you might start with a personalized email that highlights a problem you can solve. If you don't get a response, maybe a few days later you send a LinkedIn connection request with a brief note referencing your email. Then, perhaps a week after that, you try a phone call. This kind of multi-touch sequence, spread out over a couple of weeks, is much more effective than just one or two isolated attempts. It shows persistence without being annoying. The key is to make each touchpoint relevant and valuable to the person you're trying to reach. It takes planning, but it's how you consistently find and connect with new business leads in today's market.
Okay, so you've got your channels set up, but how do you make sure you're actually talking to people who want to buy from you, like, right now? This is where intent data comes in. Think of it as a shortcut to finding those high-value prospects. Instead of just guessing or blasting out generic messages, you're using actual signals to see who's actively looking for solutions like yours. It’s a total game-changer for B2B sales in 2025.
So, what exactly is intent data? Basically, it's information about what potential customers are researching online. Are they suddenly searching for terms related to your product? Are they reading articles about the problems you solve? Are they comparing different solutions on review sites? These are all buying signals. It’s like they’re raising their hand saying, “Hey, I’m interested!”
When you see these signals, you know a prospect is “in-market.” This means they're actively considering a purchase, and that’s prime time to reach out. It’s way more effective than just calling down a random list of companies. You can find these leads by using specialized platforms or even by looking at your own website analytics. It’s about being smart with your outreach.
Using intent data helps you focus your efforts on prospects who are most likely to convert. This means less wasted time and more meaningful conversations.
Once you've got this intent data, the next step is to actually use it to prioritize who you contact. Not all leads are created equal, right? Some are just browsing, while others are ready to sign on the dotted line. Intent data helps you sort them out. You can combine this with your ideal customer profile (ICP) data – think industry, company size, and existing customer success stories. If a company fits your ICP and is showing strong buying signals, they should be at the top of your list.
This means your sales team can focus their energy on the hottest leads first. Imagine calling someone who has been actively researching your exact solution for the past week. The conversation is going to be a lot different, and a lot more productive, than a completely cold call. This approach helps you discover how to leverage intent-based marketing for better results.
This is where the magic really happens. Knowing why someone is looking for a solution lets you tailor your message. Instead of a generic email, you can say something like, “I noticed you’ve been researching X problem, and we’ve helped companies like yours solve that by doing Y.” It shows you’ve done your homework and you understand their specific needs.
Personalization based on intent signals makes your outreach feel less like an interruption and more like a helpful conversation. It builds trust faster and significantly increases your chances of getting a positive response. It’s about making your outreach relevant, timely, and genuinely useful to the prospect.
Email might feel like old news, but honestly, it's still a workhorse for finding new business. Think about it – most people you're trying to reach would rather get a thoughtful email than a random phone call. It's a pretty scalable and cost-effective way to get in front of potential clients. Plus, the return on investment can be pretty solid if you do it right. The trick, though? You've got to cut through all the noise. Generic emails just don't cut it anymore.
Seriously, email isn't dead. It's still one of the best ways to connect with B2B leads. Data shows that a huge chunk of prospects actually prefer email communication during their buying journey. It's direct, measurable, and when personalized, it can really build relationships. For every dollar spent on email marketing, businesses see a return of about $36. That's hard to beat.
Your subject line is basically the gatekeeper to your entire message. If it doesn't grab attention, your email might as well be invisible. Personalizing it, even just with the prospect's name or company, can make a big difference in whether they open it. Something like "{Name}, saw your recent post on X" is way more likely to get clicked than a bland announcement.
Here's a quick look at what can help:
Okay, so you've got their email address. Now what? The key is to make it about them, not just about you. Start with a hook that shows you've done a little homework. Maybe their company is growing fast, or they're facing a specific industry challenge. Then, briefly touch on a pain point you can address and how you do it. Keep it short – think 3-5 sentences max. Busy people skim.
A good cold email is concise and focused. It starts by showing you understand the recipient's situation, then offers a clear solution to a relevant problem, and ends with a simple, low-pressure call to action. This approach respects their time and makes it easy for them to respond.
Don't forget a clear call to action at the end. What do you want them to do next? Maybe it's a quick chat, or perhaps just permission to send more information. Make it easy to say yes. And remember, most sales take multiple touches. Don't be afraid to follow up, but do it thoughtfully. Share something new or helpful each time, rather than just bumping the same old message. Persistence, done right, really pays off.
So, you're looking for new business leads in 2025. Where do you even start? Well, if you're not already spending a good chunk of your time on LinkedIn, you're probably missing out. Seriously, 80% of B2B social media leads come from this platform alone. That's a huge number, right? It means that out of all the leads generated through social channels, four out of five start on LinkedIn. It's not just a place to connect with old colleagues; it's where decision-makers hang out, looking for insights and solutions. Plus, a whopping 75% of B2B buyers use social media to help them make purchase decisions. If you're not there, you're missing a massive opportunity.
Think of LinkedIn as your digital Rolodex, but way more powerful. It's the go-to spot for B2B lead generation. You can find potential clients, understand their industries, and even see who the key players are within a company. It's more than just scrolling; it's about actively searching and engaging. You can use LinkedIn's own tools to zero in on exactly who you want to reach. It’s a pretty direct way to connect with people who might actually need what you’re selling.
This is where things get serious. LinkedIn Sales Navigator is a game-changer for finding the right people. It lets you filter through millions of profiles using specific criteria like industry, job title, company size, and even location. You can build a really targeted list of prospects that fit your ideal customer profile. Want to find the VP of Marketing at mid-sized tech companies in California? Sales Navigator can help you do that. You can also look at who's following your competitors or who's active in industry groups. It’s all about being proactive and finding those high-value leads before anyone else does. This tool is a big part of effective B2B lead generation strategies.
Finding leads is one thing, but getting them to respond is another. That's where social selling comes in. It's about building relationships in a more natural way. First off, make sure your own LinkedIn profile looks good. It should clearly say who you help and how. People will check you out, so a strong profile builds trust right away. Then, start sharing content that your target audience would find interesting – tips, short videos, industry news. If you're consistently showing up in their feed with helpful stuff, leads might start coming to you. And don't forget to engage with posts from your prospects. A thoughtful comment on something they've shared can really get you noticed. It shows you're paying attention and not just sending out generic messages. It’s about being present and adding value, not just selling.
When you're using LinkedIn for prospecting, remember that authenticity matters. People can spot a sales pitch from a mile away. Focus on genuine connection and providing value, and the leads will follow.
So, we've talked about email and LinkedIn, which are great for warming things up and making connections. But what about the phone? Yep, cold calling still has a place in 2025, especially when you use it as part of a bigger plan. It's not about just dialing random numbers anymore; it's about making those calls count when your prospect is actually ready to listen.
Think of your phone call as a strategic strike. It can be the thing that wakes up a lead who ignored your emails, or it can speed up a conversation with someone who's already a bit warm. It's all about timing and how it fits with your other outreach. Many buyers, especially those in higher positions, actually prefer talking on the phone. It's faster and you can get a feel for things much better than through endless email chains.
When you're planning your calls, remember that most people are busy. You can't just call once and expect a meeting. A good approach involves a series of calls spread out over time, trying different days and times. Mid-morning (around 10-11 AM) and late afternoon (4-5 PM) often work best because people are usually between meetings then. Some people even find Tuesdays to be a good day for connecting.
Cold calling works best when it's not the first thing you do. Try sending an email first, then follow up with a call a couple of days later. You can even mention the email in your call: "Hi, I sent you an email earlier this week about X, and I wanted to quickly get your thoughts." This makes you more recognizable and gives you something to talk about. And always, always leave a voicemail. Keep it short, friendly, and mention what you do and that you'll send an email. Sometimes, the best move is to leave a voicemail and then immediately send an email saying you missed them. This one-two punch can really boost your response rates.
When you do get someone on the line, be ready. Have a few key points about how you can help them, tailored to what you know about their business. Listen more than you talk. If they share their problems, that's fantastic information for your next steps. It's about building a real conversation, not just pitching.
Don't forget about newer methods like texting or leaving voice notes. They can be good additions to your calls. The human voice builds trust, and trust is what helps you find leads and turn them into customers.
Okay, so we've talked about the usual suspects – email, LinkedIn, maybe even a well-timed phone call. But what happens when those channels feel a bit… stale? It's time to get a little weird, in a good way. Think outside the box, because your competitors are probably still sending the same old messages. A little creativity can really make you stand out.
This is where things get fun. Forget the generic templates. We're talking about making a memorable splash. Remember that story about the copywriter who sent physical roofing shingles to prospects? Or the sales rep who rapped a song in his emails? Those aren't just quirky anecdotes; they're examples of breaking through the noise. The goal is to be so unexpected that people actually pay attention.
Here are a few ideas to get your wheels turning:
Don't be afraid to try something that feels a little risky. The biggest reward often comes from the boldest moves. Just make sure whatever you do aligns with your brand and offers some kind of value, even if it's just a moment of amusement.
Video isn't just for cat videos anymore. Seriously, it's a powerhouse for B2B lead generation. Think about it: people connect with people, and video lets you show your personality and expertise in a way text just can't. Plus, YouTube is the second-biggest search engine out there, so people are actively looking for information.
Don't worry about making Hollywood-level productions. Authenticity often trumps polish. A simple talking-head video or a screen recording can be incredibly effective if the content is good.
Webinars are still a fantastic way to capture leads, especially for B2B. They allow you to go in-depth on a topic, showcase your knowledge, and interact directly with potential clients. It’s like a live, interactive presentation where you can answer questions in real-time.
So, you've got a bunch of leads coming in, which is great! But how do you make sure this doesn't just fizzle out? It's all about building something that lasts, not just a quick burst. We need to think about the long game here.
First things first, who are you actually trying to reach? Trying to sell to everyone is like trying to catch fish with a net that has holes everywhere – you end up with nothing. You really need to nail down your Ideal Customer Profile (ICP). This isn't just about demographics; it's about understanding their problems, what makes them tick, and where they hang out online. When you know exactly who you're talking to, your message lands so much better.
Here’s a quick way to think about it:
Getting this right means you're not wasting time or money on leads that will never convert. It's about smart targeting, not just broad casting.
It's tempting to chase those quick wins, right? A flash sale, a targeted ad campaign – they can bring in leads fast. And yeah, those are important for keeping the pipeline full and the team motivated. But if that's all you do, you'll be constantly starting from scratch. You need a mix. Think of it like planting seeds and also harvesting the ripe fruit. You need both to keep the garden growing.
Okay, so you've got your ICP, you're balancing short-term and long-term plays. What now? You can't just set it and forget it. The market changes, your customers change, and what worked last year might not work today. You've got to keep an eye on your numbers. What's working? What's not? Are your email open rates dropping? Is your LinkedIn outreach getting ignored?
It’s a constant cycle of checking your results, seeing what the data tells you, and then tweaking your approach. Maybe you need to adjust your messaging, try a different channel, or even refine your ICP a bit. This ongoing analysis is what keeps your strategy sharp and prevents you from falling behind. It’s about being flexible and ready to pivot when needed.
So, we've gone over a bunch of ways to find new business leads for 2025. It's clear that just doing one thing, like only sending emails or only making calls, isn't going to cut it anymore. Buyers are everywhere, and they expect you to be too. Using a mix of channels, like email, LinkedIn, and maybe even a well-timed phone call, all while keeping an eye on what your prospects are actually interested in (that's the intent data part), is the way to go. It might sound like a lot, but by focusing on the right people with the right message at the right time, you'll build better connections and, hopefully, a much fuller sales pipeline. Don't be afraid to try new things and see what works best for your specific business. Happy hunting!
The best way is to use many different methods together, like sending emails, using social media, and calling. Think of it like using different tools for different jobs. Buyers today look at many places before deciding, so you need to be in those places too. Using a mix of ways helps you reach more people and get noticed.
You can look for clues about what they're doing online. For example, if they've visited certain pages on your website or searched for specific solutions, it shows they're interested. These 'intent signals' help you know who to talk to first and what to say to them to make them feel understood.
Yes, email is still a very strong tool! Many people prefer getting emails over phone calls. The trick is to make your emails special. Instead of sending the same message to everyone, write emails that are just for them, mentioning things you know they care about. A good subject line that grabs attention is also super important.
LinkedIn is like a giant online meeting place for businesses. You can use tools like Sales Navigator to find the right people in companies. Sharing helpful information and talking to others there can build trust, making people more likely to consider what you offer.
Cold calling can still work if you do it smartly. It's best when used with other methods, like following up an email with a call. Knowing when to call and having a good plan for what to say can help you connect with important people, even busy ones.
Don't be afraid to try new things! You could use videos to show what you do, host online events like webinars, or even try creative mailings. The key is to keep trying different ideas and see what gets people interested. Also, always remember to focus on the type of customer who is the best fit for your business.
