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A comprehensive guide to B2B lead generation

Banner image A Comprehensive Guide to B2B Lead Generation


Lead generation is the process of finding and qualifying potential customers for a business’s products or services. No matter what business you are in, lead generation is always important. For B2B businesses, it can be the difference between success and failure as it’s necessary to find and target qualified prospects to close sales. 


B2B lead generation is a process that involves generating potential leads from other businesses through various methods such as email marketing, social media, or telemarketing. By targeting businesses instead of consumers, B2B lead generation allows businesses to connect with other businesses that may be interested in their products or services. There are many different ways to generate leads, and the most effective approach depends on the product or service being offered.

How to generate B2B leads


Getting leads for your business-to-business (B2B) sales pipeline can be a challenge, but it’s not impossible. You just need to know where to look and what tactics to use. Here we’ll outline the entire process of B2B lead generation:

  1. Understand your buyer persona

    The first step in any effective marketing strategy is understanding your buyer persona. This means knowing who your target customer is, what their needs and wants are, and how to reach them. By creating a deep profile of your ideal customer, you can develop messaging that resonates with them and create a sales funnel that leads to conversions. 
  1. Create engaging content

    When it comes to generating leads, quality content is key. If you can create content that engages your audience, you’ll be well on your way to reeling in new customers. By creating quality content that resonates with your audience, you can generate more leads while building trust and credibility. 
  1. Attract the right audience

    Marketing your business to the wrong people can be costly and ineffective. Not all leads are created equal – some are much more likely to be interested in what you have to offer than others. So how can you identify and attract these high-potential leads? You can use lead scoring to prioritize leads and determine which ones are most likely to convert.
  1. Nurture leads

    Once you have identified your target lead, it’s time to start reaching out and nurturing them. There are several ways to do this, so you need to find the method that works best for you and your business. This can be done by email marketing, social media, paid ads, or cold calling. The goal here is to get your company or product in front of people who are more likely to be interested in your product or service.
  1. Capture their information

    A lead capture form is an easy way to collect contact information from potential customers. Using lead capture forms on websites and emails, you can make it easy for interested individuals to get in touch with you and learn more about your products or services.

    In B2B lead generation, lead’s contact information can also be obtained either in-house or by a third-party company that provides this service.
  1. Qualify your leads

    To generate leads that have a higher chance of converting, it’s important to properly qualify them. By qualifying leads, you can determine whether or not they are worth pursuing. This will help you focus your efforts on the most promising leads and save time and resources. 

    There are a few ways to qualify leads, including asking questions about their needs and determining their budget. By doing thorough research on potential customers, you can increase the chances of generating qualified leads that will result in sales.
  1. Persuading a lead by calling

    To persuade a lead furthermore, you may need to start making calls. In some cases, they may have unanswered questions or doubts that still need clearing up before they make a purchase. You can use cold calling to do this – by talking to them directly and answering any of their questions, you can persuade them to buy from you. 

What are the different types of B2B lead generation methods?

  • Content creation – Content is one of the most important aspects of B2B lead generation. By creating high-quality content, you can attract potential customers to your website and generate leads. 
  • Paid ads – Paid advertising, such as Google AdWords or Facebook Ads, can be a great way to reach new customers. However, it can be expensive, so you need to make sure you’re targeting the right people and that your ads are effective. 
  • Email marketing – Another common method is email marketing. You can create a list of potential customers and send them targeted emails with offers and information about your products or services. This can be a cost-effective way to reach more people than you could with paid advertising.
  • Networking – Meeting potential customers face-to-face is a great way to generate leads. Networking events provide the opportunity to connect with potential customers in an informal setting. 
  • Cold Calling – Getting in touch directly with your prospects in order to sell a product or service. Cold calling can be an effective way to generate leads, but it takes a lot of time and effort.
  • Social media – It is one of the most popular lead generation methods used by B2B businesses. It allows you to connect with potential customers and create relationships that can eventually turn into sales. 


Whether you’re a startup or an established company, it can be difficult to generate B2B leads. To help ensure that your business is generating qualified sales leads and not wasting time on unqualified prospects, FunnL can assist with your lead generation efforts. FunnL is a B2B lead generation company that provides a Lead Recommendation Engine that applies AI on our proprietary database to filter out high-quality leads for your B2B business.


If this sounds like something you want to learn more about or implement into your strategy, contact us today! We look forward to collaborating with you on what could be the best decision for growing your B2B sales pipeline.

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