I know you don’t want to hear this, 

But there is no outright best lead generation channel.

Different offers suit different lead generation channels. 

You expect me to say:

“LinkedIn is the best B2B lead generation in 2025.”

But for a lot of offers, LinkedIn lead gen isn’t the best

At least as a primary lead gen channel. 

As a +1 to another lead gen system, LinkedIn is the best, absolutely. 

It’s why I created my “scale and optimise your lead gen with LinkedIn” offer.

It’s normal for someone to be exposed to a cold email, or a paid ad, click your website, and end up on your LinkedIn.

It’s the best way to shorten your sales cycle and close more deals across the board. 

But for a main lead gen channel, you should only go with LinkedIn if your offer:

• Is relationship-focused.

• Requires the client to trust/like you to work with you

• Typically ends up in a long-term working relationship

  
  

Business services, consultancies, and marketing agencies are all offers where LinkedIn is the best fit. 

Before I niched down into specialist consultancies and business services in renewables, engineering, manufacturing, and related niches, I’d generated leads through LinkedIn for some of the weirdest industries you can think of. 

High voltage, aerospace, coaching, cold email, marketing agencies, and even matchmaking services. 

Yes, matchmaking services. 

But just because I generated leads for those offers doesn't mean it was the best fit.

I’ve got referral partners with every form of lead generation you can think of. Why?

Different B2B offers are more suited to different channels. 

I refer numerous inbound enquiries every week to these guys. 

Which (finally) brings us on to…

For your offer, what is the best B2B lead gen in 2025?

There are pros and cons to each, 

Let’s start with… 

Cold email

I like cold email, in fact, it’s the +1 to my main lead gen channel, which is LinkedIn (for obvious reasons.)

A general rule is that the more tangible and direct your offer is, the more suited it is for cold email. Offers like:

• Coaching

• Long-term corporate services

• Specialist consultancies (project management, behavioural safety etc.)

Are horrible fits for cold email.

They require the “human touch” to sell that cold emails lack. 

But offers like:

• Website development

• Paid ads (and other non-personal lead generation services)

• CRMs, SAAS, AI products

  
  

Are perfect fits for cold email. 

One-off projects like web development, or relatively low-ticket stuff like most SAAS or AI products, perform exceptionally well on cold email. 

Why? Because they’re not long-term relationship-focused. They’re either cheap enough to the point where who cares, and you can cancel anytime, or they’re a one-off project where if it goes wrong, it’s over quickly. 

So Joe, if your service is personal, why do you use cold email as your +1?

Pattern interrupt. 

Everyone on LinkedIn has been pitched a LinkedIn service, but not many have on cold email. 

Plus, it allows me to share lead lists between LinkedIn and the emails I send, so the people I’m emailing have likely seen me on LinkedIn before.

I’ve built some trust, which ultimately:

• Shortens my sales cycle

• Makes both lead gen channels perform better

  
  

Again, it’s the basis behind my “scale and optimise your lead gen with LinkedIn” offer.

The same logic applies to selling Paid Ads over cold email and cold email services on LinkedIn. 

Don’t underestimate pattern interrupt. 

Paid Ads

I like paid ads, just like I rate cold email.

But the issue with both is that people don’t understand them.

With cold email, people don’t understand the infrastructure, relevant intent signals, or the offerXmarket fit that I just spoke about. 

But with paid ads, people don’t have the right back end before they invest. 

People will:

• Throw $5,000 at Google ads despite their website having never converted a client.

• Waste $10,000 on social media ads, having never posted organic content in their life

  
  

Paid ads scale what works, and if you have the right backend, they will work for more offers than cold email and LinkedIn.

As long as you’re targeting is niche, but in particular:

• Online training & communities

• In-person events and retreats

• Local business services (law firms, quantity surveyors, etc.) 

Are great direct lead generation from paid ads, and offers like:

• SEO

• Niche marketing agencies

  
  

Are also good performers from paid ads, assuming you’re “selling” free lead magnets designed to get people into your funnel. 

Unlike cold email or LinkedIn, there are fewer “absolutely no, stay away” from paid ads, but the barrier to entry is much, much higher. 

With all outsourced lead generation, but especially paid ads, you get what you pay for. 

If you go with a cheap or DIY solution, you will lose money even with the right backend. 

LinkedIn 

I touched on this earlier, so I’ll make it brief. 

For offers that require relationship-focused selling, LinkedIn is the best by far. 

Because with good posts and a proper targeting system, you can build trust with 100s (or 1000s) of prospects at once. 

With a proper CRM and analysis of intent signals, it is by far the best lead generation for:

• Specialist consultancies

• Engineering, manufacturing, and renewables (masculine industries) 

• Offers that work with a retainer model (marketing agencies, etc.)

  
  

Plus, with it being a networking platform, people are in the “networking” headspace when on the app.

There aren’t many “no go’s” for LinkedIn lead gen, which is why it’s the best +1 lead gen system.

But for offers like website design/development, video editing/production, and most SAAS, there are better fits.

The main downside?

The time commitment and skill issue. 

If you’re starting a brand new account, LinkedIn isn’t the best fit if you expect results within a quarter. It will take you 3 months to build any sort of system, while cold email can be picked up straight away.

Doing it yourself will take you a minimum of 2 hours a day. 

Which is assuming you know what you’re doing, your offer is on point, you have good branding, and you truly know your ideal customer.

This is without even mentioning the posts, and how consistent you need to be. 

This isn’t arrogance, but if you’ve barely used LinkedIn before, it will take you 2 years minimum to get the results and PR I could get you in 3 or 4 months. 

Cold Calling

Still works, and it’s still effective. 

It’s similar to cold email in the sense that it performs well with similar offers. 

But where cold calling really stands out is getting you in with big companies. 

If your ICP is companies with hundreds or thousands of employees, cold calling should be your main lead generation channel, with LinkedIn as your +1, then SEO as your third. 

If your offer was a fit for cold email, but your target market is huge companies, go with cold calling. 

If you were nodding your head in the cold email section, but target smaller companies, go with cold email!

These are the best (and only) 4 B2B lead generation channels that you should consider for your main lead gen system in 2025. 

Things like: 

• SEO 

• Organic social 

• Content marketing

  
  

Are incredible, but if you expect them to be a main lead generation system for you without one of the main 4, you will be left disappointed. 

They will all improve the performance of your main lead generation channel (assuming it’s good) but unless you’re selling extremely low ticket or have a huge audience, it won’t give you a consistent long-term lead flow. 

I love content marketing (hence the name of my business) but for B2B businesses, it’s a supporting act. You need one of the mains. 

For B2C, organic social and content marketing can be a main lead generation channel, but not B2B. It’s a very good supporting act; it’s not the star player.

Now you know which main lead generation channel works best for your offer, the best 3 combos for each of the main channels:

• Paid Ads + SEO + Newsletter 

• LinkedIn + cold email + SEO 

• Cold calling/email + LinkedIn + lead magnets

  
  

I hope you enjoyed the read and are looking at your lead gen channels a little bit differently. 

As a thank you for getting this far,

I offer you a free lead gen consultation.

To take me up on the offer, DM me “Now 2025” on LinkedIn, or email me at Joe@JoeCarsonContentMarketing.com

Have a great day, 

Joe