Mastering B2B Sales Lead Generation in 10 Strategic Steps

Created On:
August 21, 2023
Updated On:
February 19, 2024
B2B Sales Lead Generation

As we all know, when it comes to the sales industry, they can stop thinking and talking about lead generation. As per the research done by the content marketing institute, it is proven that 85% of B2B marketers believe that lead generation is their top priority. The coin always has two sides, so the other side of this is it is also quite difficult to nail this process down. In other words, lead generation is part of a business that we can never wholly understand. There are hundreds of lead nurturing templates available in the market that are being referred by businesses to stay connected with their leads.

However, no foolproof formula can work for a lead generation business, but some strategies can be followed to make your lives easier. So let us move ahead and learn about lead generation and its strategy for use.

What is B2B Lead Generation?

B2B lead generation is a simple process of identifying potential clients for your business's products or services and then attracting those clients to buy them. This process is the most essential part of B2B marketing.

The future success of any business depends upon generating interest from the correct audience, and finding the right audience B2B is the first step. This process involves collecting generic information about potential customers, like their names, company names, job titles, and email addresses. Further, these details can be used to contact them through marketing campaigns. 

As the name states, B2B stands for business to business, which means the businesses that sell their products or services to other businesses. Therefore, this B2B lead generation process involves both the marketing and the sales team. Starting with the marketing team, their job is to generate leads, and it's the responsibility of the sales team to pick high-quality leads and convert them into regular customers.

What are the Types of B2B Leads?

In simple terms, B2B leads are the customers, companies, or businesses who have the potential to become permanent customers for B2B products or services. So they can be categorized into two types of leads:

1. Marketing Qualified Leads (MQLs)

These leads have shown their interest in becoming paying customers. The qualification is that they have tried engaging with your business's marketing campaigns.

For example:

  • If the MQL has frequently been visiting your business website.
  • They have filled out multiple forms on your website.
  • They have signed up for any upcoming webinar or event of your business.

2. Sales Qualified Leads (SQLs)

These MQLs have successfully crossed the sales funnel and are now ready to be connected with your business's sales team. The qualification for this lead is that the lead should have shown keen interest in buying the products or services of your business.

For example:

  • They have shown interest in buying via email or phone conversation with your sales team.
  • They have requested more information about your products or services.
  • They have requested a demo service of your products or services.

What are the Benefits of B2B Lead Generation?

Today's era is digital, so every customer believes in doing appropriate research about the products or services they intend to buy. So for the business to get more high-quality leads, they need to find ways to attract more and more customers to their websites. So below mentioned are some of the benefits of B2B lead generation:

  • Helps in building your brand awareness

We all know that the customer buys from the brands which they trust. To get to that trust level, you must increase your visibility and build a good reputation for your brand in the market. So the first step towards this is to use content or blog writing to establish your brand in the market. Research said that 85% of B2B marketers use content marketing as their primary step toward brand building and lead generation.

  • Beneficial for both the buyer and the seller

It benefits both parties and creates a win-win situation for the buyer and the seller. On one end, you attract new leads; on the other, the customers are getting what they intend to buy. 

  • Helps in increasing the opportunities for your business sales

When you attract more leads and build solid and healthy relationships with your target audience, this further helps get more sales and revenue for the business.

  • Helps in learning more about your target audience

During these lead-generating campaigns, you learn more about your target customers. This way, you can improve your relations with them by staying connected to them through emails, messages, and calls. So, in the end, you get to know more about their interests and expectations of your business.

Insights of the B2B Lead Generation Process

The first step in the B2B lead generation process begins through the marketing channels that include knowing about the potential customers, how they find you, and vice versa. This B2B lead generation process is conducted by two professionals, the marketing team and the sales team professionals. So let us first start with knowing who conducts the B2B lead generation procedure:

1. The Sales Team Professionals

The sales team professional are further divided into two groups that perform separate tasks assigned to them:

  • Sales Development Representatives (SDRs)

This group is responsible for sourcing the leads and engaging with them via either phone calls or setting up one-to-one meetings.

  • Business Development Managers (BDMs)

This group is responsible for conducting those meetings, giving the demos and information about the products or services to the audience, closing the deals, and generating revenue for the business.

2. The Marketing Team Professionals

Marketers are focused on two categories when it comes to B2B lead generation:

  • Demand Generation Marketers

This group is responsible for the complete revenue cycle of the lead generation process. Their main tasks are:

  • Nurturing the leads, and
  • Guiding them through the step-by-step process of becoming customers.
  • Growth Hackers

This group is responsible for generating good revenue growth by spending less.

Let us now move towards understanding the process of how is B2B lead generation conducted: Several marketing and sales activities are included in this process, as described below.

#1 By the Sales Team:

From the sales team's perspective, the lead generation process is known as B2B outbound process, which includes:

  • Outbound emails: The SDRs contact potential B2B clients through emails to get into direct conversations.
  • Cold calls: The SDRs contact the potential B2B clients through phone calls and try explaining to them the benefits of the products or services of your business.
  • Social media selling

The SDRs follow their potential B2B clients on social media and try to contact them to engage and develop good relationships with them over time. However, for B2B leads, LinkedIn is known to be the most effective social media platform for getting many high-quality leads. 

#2 By the Marketing Team:

From the marketing team's perspective, this process is also known as demand generation, managed by the BDM. The several tips and tricks involved in this process are:

  • Content marketing: In this step, the marketers publish valuable and relevant content about their products or services as promotional ads for targeting their audience. 
  • Growth hacking: In this step, marketers deploy unusual techniques to create demand for their products or services in the target audience.

10 Best B2B Lead Generation Strategies You Should Know

There are many traditional ways of generating B2B leads, as suggested by the renowned marketing software Smartlead AI, but still below mentioned are some strategies businesses can follow to find leads more efficiently. 

  • Automated Email Marketing

As of now, we know that almost half of the businesses in the market are using automated email marketing campaigns to get new potential customers. This technique triggers an email to their inbox directly whenever a customer takes any action on your website. For example, suppose a lead downloaded any form or e-book from your website. In that case, they have become a part of your sales funnel and will start receiving automated emails regarding the products or services of your business. 

  • Content Marketing

Writing content as guest posts or blogs is one of the most impactful B2B lead generation strategies. Writing posts about your products or services can easily attract many visitors to your website. This is also the most effective technique from the SEO point of view. It is recommended for B2B lead generation to create exciting and relevant blog posts about your products or services and publicize those on your websites. And once the posts go live, share the same on various other social media platforms so that they can reach a lot more audience.

  • LinkedIn

LinkedIn is undoubtedly the most effective way of generating B2B leads for your business and ranks higher in the lead generation strategies list. You can connect with individuals or big businesses to promote your products or services.

  • Cold Emailing

The best and easiest way to generate leads is by sending cold emails to your potential customers because this is the only step that costs the least and requires minimal effort but can help reach a larger audience.

  • Include Social Proof

We all know this is a digital world, so adding social media proof works like magic in B2B lead generation. It helps the clearing the doubts the leads might have about the business and will help them move the sales funnel. Because when you include social proof on your website, you quickly build trust with your leads, and there are higher chances of closing the deals with them. Use social proof, especially for the blog posts, as the leads get interested and are happy to see other satisfied customers with your products or services.

  • Facebook Ad Campaigns

Just like other social media platforms, Facebook ads do wonders for generating leads for your business. Research shows that 74% of users of Facebook use it for professional capacities as well, so you can easily target this audience.

  • Mobile-friendly Brands Website

We all know that these days, almost all B2B buyers are available on mobile devices. You should make your website a mobile-friendly website. So when you promote your products or services, and if the B2B lead connects to your website on his mobile device, he can look at the website peacefully and close the deal with you.

  • Make Use of Quora

In this digital world, using your content to educate the people around you has become the new trend in the market these days. So specifically for the B2B marketers, there are two main concerns:

  • How to get your content in from of the buyers?
  • How do you know the buyers' questions about your products or services?

So the answer to the above concerns is Quora, as this platform solves both issues. This is a place where you can answer the questions being asked by the buyers in a very detailed and informative way that can get you many leads. You need to look for your buyers on Quora, answer their questions about several products or services, and link them to your website content.

  • Conduct Webinars

These days, buyers only have time to go and meet people especially, so in that case, you can host webinars for interested leads. This way, you get 30-40 minutes to connect with them, have a Q&A session, and educate them about your products and services.

  • Ask For Client Referrals

Asking for referrals from your clients is one of the best ways of generating leads. People who receive recommendations from their friends or family about products or services tend to get more attracted to them. And for referrals, you can provide promotional discounts or offers to your customers.

What are the Tools That Can Help in B2B Lead Generation?

Below mentioned are some tools that help in the B2B lead generation process:

  • Cold calling tools

These tools are being used to connect your potential customers to contact them via phone. This tool should have the names and contact numbers of your leads. Many of the cold calling tools allow automated dialing and connection options such as:

  • Talkdesk
  • NICE Cxone
  • Convos
  • ZoomInfo
  • PhoneBurner, and many more.
  • Email finding tools

Whenever you are looking for leads over social media platforms, you need the option to connect with them over email. Therefore, several email address-finding tools help you with the email addresses of your potential customers. This way, you can add them to your cold outreach campaigns and stay connected with them. Several email-finding tools in the market even help you identify the emails addresses and protect your email campaigns from bouncing, such as:

  • Doculife
  • Honey bee leads
  • Zero bounce
  • emailMagpie
  • LeadsRabit, and many more.
  • Email marketing tools

These tools are used to design and schedule the bulk messages for your marketing campaigns. After capturing the leads from any source, you can reach them through these marketing tools by sending them updates on your products or services or your specific newsletters. There are several email marketing tools available in the market that can even help you in drafting the layout of your marketing emails, such as:

  • Moosend   
  • Litmus
  • SalesHandy
  • GMass
  • Mad Mini, and many more.
  • Sales engagement tools

These tools allow the teams to manage ad track the sales engagement with the customers and business through different channels. Once the MQLs have been captured, it is the task of these tools to get them converted into SQLs. For reference, you can also go through some of the best sales engagement platforms suggested by one of the most excellent marketing tools Smartlead AI. There are several sales engagement tools available in the market which have built-in CRM tools that help in the seamless processing of the entire sales process, such as:

  • Groove
  • Outreach
  • Reply
  • Salesmen
  •, and many more.


When it comes to B2B lead generation, the main focus of the businesses should be capturing leads, making connections with them, and, lastly, building trust. In the love guide, we have mentioned all the channels, strategies, tools, and some proven tips suggested by Smartlead AI that can help any business to master their results for your B2B lead generation process. 

Also, it would be best to have a whole marketing and sales professional team for an effective and efficient B2B lead generation process. Because they can tackle and manage their respective parts of the process. 

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

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Author’s Details

Tanmay Shukla

Tanmay is a SEO Content Writer at Smartlead. His zeal and enthusiasm in writing led him to the path of being a Content Writer. He has been advancing in this field by possessing more knowledge and skills. His constant endeavor has made him a whiz in SEO, Creative Writing, and driving sales through writing.


Edited by:

Charu Mitra Dubey


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