B2B lead generation
What is B2B lead generation?
B2B (business-to-business) lead generation finds companies that could become customers and the decision-makers inside them. It relies on firmographics such as industry, size and location, plus signals of need such as hiring, technology used or intent data.
B2B sales usually involve several people, higher prices and longer cycles than consumer sales, so each lead is worth more and is researched more carefully.
Why B2B lead generation matters
Contacting the right company and the right person in it is most of the work. Precise targeting keeps outreach small, relevant and more likely to get a reply.
Related marketing terms
Lead generation is finding and attracting potential customers and collecting a way to contact them, so sales can start a conversation.
B2C lead generation attracts individual consumers who might buy, usually through content, ads, social media, creators and offers.
An ideal customer profile, ICP, describes the kind of company or person that gets the most value from your product and is best to sell to.
Account-based marketing targets a short list of high-value companies with tailored campaigns, instead of casting a wide net for any lead.
Firmographics are facts about a company, such as industry, size, revenue, location and age, used to segment and qualify B2B leads.
Cold emailWhite hat
A cold email is a first message sent to someone you have no prior relationship with, to start a business conversation. It must follow anti-spam law.