Six B2B Marketing Offers that Immediately Improve Leads

June 19, 2024

B2B sales and marketing teams that struggle with organic growth are typically looking for new ways to engage audiences. Traditional B2B Marketing Offers include:

  • schedule a meeting
  • get a business card
  • offer a demo
  • see you at our booth

But the tried-and-true tactics are running out of steam. As digital and social engagement become more prevalent, B2B companies must adapt to meet the expectations of modern buyers. This article explores five creative offers that can grab buyers’ attention, increase lead quality, and decrease the cost-to-close.

1. Training Initiatives

Training offers a unique opportunity to showcase your expertise while providing tangible value to potential buyers. Unlike traditional product demos or pitchy webinars, training sessions deliver practical knowledge that buyers can immediately apply.


  • Online Classes: Utilize a Learning Management System (LMS) to offer free online courses. This allows buyers to engage with your content at their own pace, providing a flexible and convenient learning experience.
  • In-Person Workshops: Host in-person workshops that focus on industry-relevant skills and best practices. This can help build a stronger connection with your audience and demonstrate your commitment to their success.
  • How-To Guides: Develop comprehensive how-to guides that address common pain points in your industry. These guides can be distributed as downloadable PDFs or interactive online content.


Offering training not only positions your company as an industry leader but also builds trust with potential buyers. By sharing your expertise, you create a sense of reciprocity, making buyers more likely to engage with your products or services in the future.

2. Pro-bono Work

Providing free services can be more cost-effective than offering discounts and can significantly enhance trust and credibility. While discounts devalue your offerings, free services demonstrate your commitment to building long-term relationships. Since this often accelerates the sales process, cost-to-close generally improves as well.


  • Assessments: Offer free assessments that diagnose specific challenges within the buyer’s organization. This positions your company as a problem-solver and opens the door for further collaboration.
  • Workshops: Conduct free workshops tailored to the needs of high-value prospects. These sessions can provide deep insights and actionable strategies that address the buyer’s unique challenges.
  • Lunch and Learns: Organize informal Lunch and Learn sessions where buyers can gain valuable knowledge while enjoying a complimentary meal.
  • Trials: Offer limited-time trials of your products or services, allowing buyers to experience the benefits firsthand without any financial commitment.
  • Small, containable projects: If you’re able to build or improve something in a few hours and make a meaningful impact, consider offering it on a pro-bono basis.


Free services help build trust and foster strong relationships with potential buyers. By providing value upfront, you increase the likelihood of converting leads into loyal customers.

3. Enter to Win Campaigns

Enter to Win campaigns provide a modern twist on the classic business card raffle. These campaigns generate engagement by offering creative and desirable prizes. But more important is the blatant implied intent: I gave you something, now it’s your turn.


  • Exclusive Experiences: Target businesses within a specific geographic area and offer exclusive experiences such as golf outings, dinner events, or tickets to sporting events.
  • Charitable Causes: Incorporate a charitable component by partnering with local organizations. Offer participation in fundraising events or donations to causes that resonate with your audience.


Enter to Win campaigns create a sense of exclusivity and excitement, making your brand more memorable. Additionally, incorporating charitable elements enhances your company’s reputation and fosters a sense of goodwill.

4. Charity and Fundraising Initiatives

Aligning your brand with charitable causes demonstrates social responsibility and fosters a positive image. This approach resonates particularly well with younger generations, who value corporate social responsibility.


  • Corporate Fundraisers: Organize fundraising events that involve your corporate clients. Whether it’s a charity run, gala dinner, or community service project, these events offer a meaningful way to engage with your audience.
  • vrNh%5UO3sM+ By organizing volunteering events and uniting the community, including potential clients, you’ll not only enhance your local area but also forge new relationships built on goodwill.


Charity and fundraising initiatives showcase your company’s values and create a sense of goodwill within the community. They also provide opportunities for employee engagement, networking, and brand awareness. Additionally, incorporating these initiatives into your marketing strategy can attract socially conscious consumers who are more likely to support businesses that align with their values.

5. Collaborations with Influencers

Influencer marketing, while becoming fairly annoying in a post-Kardashian era, it has its benefits.


Generally, collaborating with influencers – respected voices – enables your brand to reach a broader audience and build credibility through trusted voices within specific niches. Influencers have established relationships with their followers, who are likely to value their opinions and recommendations. By leveraging these relationships, your brand can gain access to targeted demographics that are otherwise challenging to engage.


  • Identify Relevant Influencers: Begin by pinpointing influencers whose content resonates with your brand values and target audience. Utilize social media analytics tools to assess their engagement rates and follower demographics.
  • Formulate Clear Agreements: Draft detailed agreements that outline the expectations, deliverables, and compensation. Clarity at the outset ensures smooth collaboration.
  • Create Compelling Content: Work closely with influencers to develop content that integrates naturally with their existing channels. Authenticity is key, so avoid overly promotional language.
  • Track and Analyze Performance: Use metrics such as engagement rates, conversions, and ROI to evaluate the effectiveness of influencer collaborations. Refining your strategies based on this data will enhance future campaigns.


Collaborations with influencers offer the unique advantage of merging trusted, organic content with strategic marketing goals. These partnerships can significantly amplify your brand’s reach, drive engagement, and ultimately increase sales. Additionally, influencer collaborations can lend a fresh and dynamic element to your marketing efforts, keeping your brand relevant in an ever-evolving digital landscape.

6. Personalization

“We offer this to everyone, you’re not particularly special to us.” B2B struggles mightly with this one. The lack of data combined with the general ‘build it and they will come’ mentality has a tendency to create sanitized, pasteurized content and touchpoints that are relegated to the trashbin. In an era of information overload, personalized experiences stand out. Customizing your messaging and offers based on individual buyer preferences and behaviors can significantly enhance engagement and conversion rates.


  • Data Collection: Collect and analyze data on your audience’s preferences, behaviors, and pain points. Use this information to segment your audience and tailor your messaging accordingly.
  • Customized Content: Develop personalized content that addresses the specific needs and interests of each segment. This can include targeted email campaigns, personalized landing pages, and customized product recommendations.
  • Interactive Tools: Implement interactive tools such as quizzes, assessments, and configurators that allow buyers to personalize their experience with your brand.


Personalization creates a more relevant and engaging experience for buyers, increasing the likelihood of conversion. By demonstrating a deep understanding of your audience’s needs, you build trust and establish your brand as a valuable partner.


Traditional sales and marketing tactics are no longer enough to capture and retain buyer interest. By offering innovative and engaging solutions such as training initiatives, free services, Enter to Win campaigns, charity and fundraising initiatives, and personalized experiences, B2B companies can stand out from the crowd and build lasting relationships with their audience.

Ready to take your B2B engagement to the next level? Start by implementing these creative offers and watch your lead quality improve and your cost-to-close decrease.

For more expert insights and personalized strategies, connect with us at [email protected].

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