With so much noise around AI tools, personalisation tech, and data-driven automation, it’s easy to overlook the lead generation tactics that have been working quietly in the background for years. While B2B marketers chase the next breakthrough, some of the most reliable performers are sitting in plain sight.
Here are seven underrated lead generation tactics that continue to deliver strong results in 2025 – especially when used strategically within a modern marketing mix.
1. Webinar follow-ups (the right way)
Webinars are everywhere, but what separates successful campaigns from forgettable ones is the follow-up strategy. Too many marketers treat webinar attendees as one-size-fits-all leads, blasting them with generic emails.
Why it works: When segmented properly (attended vs. registered but no-show, questions asked, content viewed), post-webinar nurture emails and SDR outreach can surface serious buying intent.
Pro tip: Include follow-up emails that reference specific discussion points or polls from the webinar. Use insights from the Q&A to personalise messaging.
2. Remarketing sequences
Remarketing is often lumped into the “set and forget” category. But in 2025, smart remarketing sequences are playing a major role in re-engaging high-intent prospects across the funnel.
Why it works: Leads often visit your site or engage with content but aren’t ready to convert. A well-structured remarketing sequence on LinkedIn or Google can guide them back with timely, relevant content.
Pro tip: Map remarketing creatives to the buyer journey – e.g., thought leadership for early-stage, case studies for mid-funnel, demo CTAs for bottom-funnel.
3. Newsletter sponsorships
In an era of email fatigue, trusted third-party newsletters have emerged as valuable real estate. Sponsored placements in niche B2B newsletters put your brand in front of engaged, curated audiences.
Why it works: Readers trust these publications. And when the content aligns well, they convert.
Pro tip: Choose newsletters with a highly targeted audience (industry, role, problem). Don’t just advertise—offer a lead magnet, webinar, or gated content asset.
4. Interactive tools and calculators
Interactive content is often underused in lead generation. ROI calculators, readiness assessments, or benchmarking tools provide instant value to prospects while capturing valuable data.
Why it works: They combine engagement and qualification in one step. Visitors get useful insights, and you get signals about their needs and buying stage.
Pro tip: Gate the full results with a soft form (e.g. email only) and use inputs to personalise follow-up messaging.
5. Sales-led social outreach
While LinkedIn ad spend continues to rise, organic, personalised outreach from sales teams is quietly outperforming it in many B2B segments.
Why it works: Buyers are more receptive to outreach when it feels relevant and human. A tailored message from an SDR can outperform a polished ad.
Pro tip: Combine outreach with value-first content (e.g. a report or checklist). Use intent signals to time your messages.
6. Podcast guest appearances
Hosting a podcast is a heavy lift. But being a guest on someone else’s podcast? That’s a high-leverage, low-cost tactic that still flies under the radar.
Why it works: Niche B2B podcasts have loyal followings. Sharing expertise on a topic builds credibility, trust, and inbound interest from highly qualified listeners.
Pro tip: Pitch shows with specific episode angles. Make it easy for hosts to say yes by tying your message to their audience’s pain points.
7. Referral and advocacy programmes
Lead gen doesn’t always mean net-new. Your happiest customers can be your strongest pipeline source—if you give them the tools and incentives to refer others.
Why it works: B2B buyers trust peer recommendations more than any vendor messaging. Warm referrals convert faster and close at higher rates.
Pro tip: Build structured programmes with tiered rewards, custom landing pages, and easy sharing tools. Include it in your onboarding or customer success process.
Final thought
Innovation matters, but so does execution. These seven lead generation tactics might not be the flashiest in your tech stack, but they work—especially when layered into a smart, targeted lead generation strategy.
If your pipeline feels unpredictable or your cost per lead is climbing, it might be time to revisit some of these fundamentals. Because sometimes, the most underrated tools are the ones that deliver quietly, consistently, and with high ROI.
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