Lead Generation B2B: A Complete Beginner’s Guide (2023)

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B2B lead generation is an important part of any company’s marketing strategy. It helps you target and build relationships with potential customers, allowing you to grow your customer base and increase your sales. In today’s competitive business environment, generating leads is essential if you want to stay ahead.

This guide provides a comprehensive overview of the key concepts and strategies needed to effectively generate leads in B2B and build successful relationships. Whether you’re just starting out or you’ve been in lead generation for a while, this guide is your first stop for all things lead generation. From exploring different types of leads to understanding effective targeting techniques and more, with the help of this guide, you’ll be well on your way to becoming a lead generation expert. Let’s start!


What is lead generation?

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Lead generation is all about finding and identifying potential customers for your business. It’s all about building relationships with potential buyers, engaging them in conversations, and ultimately providing them with value so they’re more likely to buy from you.

Lead generation encompasses a wide range of activities, including email campaigns, search engine marketing (SEM), content creation, and advertising. In B2B lead generation, companies create ads, emails, and content to engage prospects.

By understanding the audience and their needs, marketers can create targeted campaigns that are more likely to generate leads. Once a lead is generated, sales teams engage directly with them to convert them into a paying customer. With the right strategies in place, lead generation can help build relationships, increase sales, and even build customer loyalty.


Why lead generation is important?

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Lead generation is an important part of any business’s marketing strategy. It helps you find and target potential customers, get to know them, and build relationships with them so you can sell more. Putting money into lead generation helps you get more qualified leads, turn them into customers, and even build customer loyalty over time.

Lead generation is essential for any business that wants to remain competitive and grow. By talking directly to potential customers, businesses can grow their customer base and find more ways to make sales. Lead generation can also help you build relationships with customers, which is important for customer retention.

Lead generation is an important part of any successful marketing strategy. It helps you identify potential customers, build relationships with them, and increase sales. With the right strategies for lead generation, you can make campaigns that are highly targeted and more likely to bring in leads and turn them into paying customers. Investing in lead generation will help your business stay ahead of the competition, increase sales, and build customer loyalty.

This guide aims to help you become a lead generation expert. We go over the basics of lead generation, such as researching the different kinds of leads, learning how to target effectively, and more. With the help of this guide, you will have everything you need to become a successful lead generation marketer.


Generate leads

Lead generation is an important part of inbound marketing. It involves getting a visitor’s contact information so that you can get in touch with them later. To generate leads, you first need to drive visitors to your business through one of your marketing channels, such as a website, blog, or social media.

On this page, you must use a call-to-action (CTA) that takes the visitor to a landing page. This page requires visitors to fill out a form with their information in exchange for something of value from you, typically content such as e-books, training, or templates. After they fill out and send in the form, your lead generation process is done and you have the visitor’s contact information.

All you have to do is create an attractive offer that visitors will be willing to exchange their contact information for. By putting lead capture forms all over your website, you can build a useful list of leads that you can keep in touch with over time.


Lead generation in the context of your marketing

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Once you’ve done the above preparations, you should start promoting your offer across different channels to drive traffic to your landing page and generate new leads.

Here are some best practices you can use to generate leads:


Content is a great way to generate leads. It’s important to create content that is valuable and relevant to your audience, as well as content that can be easily shared.

Content like blog posts, podcasts, videos, and e-books are all powerful ways to drive traffic to your website and establish yourself as an expert in your industry. Once visitors are familiar with your content, they’re more likely to click a CTA that takes them to a landing page where they submit their contact information.

You can also use social media to spread the word about the content you make and connect with potential customers in your field. Content marketing is a powerful way to get leads because it lets you search organically, build relationships, and show that you are an expert. With the right mix of good content, strategic calls to action (CTAs), and effective ways to promote your business, you can build an audience and get leads.

Email marketing

Email marketing is an effective way to reach potential customers and generate leads. It’s a great tool for building relationships with your target audience as it allows for personalized messaging and communication.

Email marketing lets you make campaigns that are very specific to your customer base and their preferences. You can also measure the success of your campaigns by tracking open rates, click rates, and other metrics.

To make sure your email campaigns work as well as possible, you should make sure they are well-written and have clear calls to action.

Additionally, segmenting your email list into smaller lists based on demographic and behavioral data can help you target specific customers with more relevant content and offers.

Additionally, with the help of automation, you can nurture leads with personalized emails throughout their journey and convert them into paying customers. Email marketing lets you talk to your customers, which builds trust in your business and makes it easier for leads to become customers.


Blogs are a great way to generate leads, as they give you the opportunity to establish yourself as an expert in your industry. Blogs allow you to share your knowledge, experiences, and tips with a larger audience. Not only that, but you can also help drive organic traffic to your website.

If you write blog posts that are informative and valuable to readers, they will be more likely to click on the links within or even share them with their network of contacts. This can result in more website visits and more potential leads for your business.

Blogs also let you collect contact information from readers through signup forms and other “calls to action” (CTAs). This way, you can build a list of prospects who are already interested in your offer. Lastly, blogging is a good way to get leads because it helps you connect with potential customers and show that you are an expert in your field. When done correctly, it can be a very effective lead generation tool.

Soziale Media

Social media is another great way to connect with potential customers and get people interested in your business. They offer you the opportunity to showcase your company’s services and products, build relationships with your target audience, and create content that can be shared with a wider audience.

By making content that is meant to engage and educate your social media followers, you can make it more likely that they will click through to your site or sign up for updates.

You can also use targeted advertising on popular platforms like Facebook Ads or Twitter Ads to reach potential customers who may not know your business yet. You can also listen to what people are saying about your business and industry on social media to find influencers who might be able to bring you business.

Ads and retargeting

Ads and retargeting are powerful tools to engage potential customers and generate leads. Ads can appear on a variety of platforms, from social media to banners and search engine results pages (SERPs). By making ads that are specific to the needs of your customers, you can reach more people more quickly than you could with just organic content.

Plus, with retargeting ads, you can reach people who have already engaged with your brand and give them another opportunity to convert into leads. Most of the time, retargeting ads have deals or offers that encourage customers to take the next step in their buying journey.

When used strategically, ads and retargeting can be a great way to attract leads and gain more customers. To get the most out of your ads and retargeting campaigns, you should carefully think about the text, placement, and people you want to reach.

Additionally, tracking key metrics like click-through rate (CTR), cost per lead (CPL), and conversion rate will help you optimize your campaigns for better performance. With the right strategy, ads and retargeting can be a powerful way to generate leads and grow your business. If you want to be successful at lead generation, it’s important to understand how each of your channels contributes to overall performance.

You can reach more people and get more leads for your business by using ads, retargeting, and other forms of digital marketing. With the right approach, you can improve your lead generation efforts and get measurable results.

Trial versions

Trials are a great way to engage potential customers and get them to try your product or service. By providing free or discounted trials, you encourage users to try your product and get a sense of what it has to offer. During this time, it is important that the customer experience is positive and that all features of your product or service are available to try.

You should also make sure that your brand is visible during the trial period. You can do this by putting your brand on the product itself or in marketing materials that go with the product. A user’s decision to convert can be affected by how easy it is to sign up and if there are helpful tools available during the trial period.

Finally, track key metrics like the trial start date, usage trends, and conversion rates to understand how effective your trials are at generating leads. With the right approach, trials can help you generate more leads from potential customers who have never heard of your brand


Referral marketing is a powerful lead generation method that—if done right—can help businesses reach larger audiences more efficiently than organic content alone. The key to successful referral marketing is leveraging existing customer relationships and encouraging them to share your product or service with their network. By incentivizing customers to make referrals, you can unlock invaluable potential leads. Also, make sure your referral program is easy to use and understand; customers should be able to refer their contacts with just a few clicks.

To get the most out of your referral marketing efforts, it’s important to monitor key metrics like average order value (AOV) and conversion rate. This allows you to track how your program is performing and adjust it if necessary. Also, use analytics platforms to learn important things about how well your referral campaigns are doing. This lets you see which channels bring in the most leads and use that information to make strategic decisions. Referral marketing can be a powerful lead generation tool when used correctly, so take advantage of the benefits it can bring to your business.


Qualification of leads

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Lead qualification is all about figuring out which leads are interested in your business and, most importantly, which ones are likely to buy from you. It’s important to ask the right questions and look out for certain behaviors. For example, when looking at potential leads from events or trade shows, you should focus on whether they took the time to talk to your staff, ask questions about your product or service, and share contact information. Similarly, if you analyze a lead from an online source like a website or blog and see if they clicked “Contact Us” or if they downloaded a white paper from your website.

All of these behaviors give you an indication of how interested the lead is in your business and can help you qualify them. Finally, you should look at how long the prospect has been interacting with your business and whether they have bought from you before.

How interested are your leads?

When generating leads, it is important to understand the interest of your contacts. Different methods of qualifying contacts can provide different amounts and levels of information to help you determine if they’re a good fit for your business.

  • Job applications require detailed information from applicants to demonstrate their qualifications for the position. A completed application form is a good indication of genuine interest in the position and therefore an excellent indication for your HR department.
  • Coupons can provide valuable incentives for customers to share their name and email address with you. While this isn’t a lot of information, it does show a certain level of interest in your business.
  • Content offerings such as E-books or webinars can be used to gain insights into potential leads. However, additional information may be required to qualify a contact. It’s important to gather enough information to find out if someone is actually interested in your product or service.
  • For example, Episerver requires its customers to provide seven pieces of information in order to qualify for web content reporting.


Knowing how engaged your leads are makes it easier for you to target the right prospects and increase conversion rates. The key to effective lead generation is finding the right balance between the information you need up front and the information that can be gleaned over time. Know which methods work best for your business.

When generating leads, it’s important to know how interested your leads are in your product or service. It’s important to gather enough information about them so that you can determine their level of interest. Below is some general information companies may need before qualifying leads

  • Full Name: Knowing the full name so you can personalize your communication with prospects
  • Email Address: This information is used as a unique identifier for each lead and makes it easier to contact them
  • Businesses: Knowing the business and the industry can help you better understand how your product or service can help them, especially if you are targeting businesses (B2B).
  • Number of employees: This information is not mandatory but can be very informative in certain industries and target groups as it helps with classification (lead scoring) and segmentation.
  • Scope of activity: Knowing the role or function of each lead will help you understand how best to communicate with them, as different stakeholders can view your offer from different angles (mainly for B2B).
  • Country: Specifying the location helps you break down leads into different segments by region and time zone. It can also help qualify the leads depending on what type of offer you have.
  • Telephone number: This information is mainly used to contact the company and should not be mandatory as this may seem too personal for many visitors. However, this additional information can be very useful in lead qualification.


By gathering the right information about your leads, you can determine their level of interest and take steps to keep them interested in what you have to offer.


Lead scoring is an important part of any strategy for generating leads because it lets companies figure out how interested and “ready to close” each lead is. In lead scoring, leads are assigned a numerical value (or score) on a scale from “interested” to “ready to close” based on criteria set by the company. These criteria include things like the lead’s behavior, the level of engagement with the company, demographic information, and any other factors that indicate the lead’s interest. It is important to create a consistent scoring system between marketing and sales teams to properly qualify leads.

The higher the score, the greater the chance that the lead will become a Sales Qualified Lead (SQL).

Adjusting the criteria and scores over time is important for optimizing lead generation, as it shows what works best when it comes to attracting interest and customers. To get the most out of your lead generation strategies, you need to know when to adjust the system or add new criteria. When used correctly, lead scoring can help you identify which leads are most likely to become customers. It’s a great tool for generating leads that can help you make more sales and convert more people.

When companies understand what lead scoring is and how it works, they can use this information to make more targeted marketing decisions that increase the success rate of their campaigns.

Lead scoring isn’t just about assigning a numeric value to a lead. It’s about understanding the lead and their interests in order to make informed decisions that can drive strong results for your business. Knowing which criteria to use and how to adjust them regularly is key to optimizing your lead scoring process. Done right, it can be a powerful tool for generating more qualified leads, closing sales faster, and improving the overall success of your lead generation efforts.

Trends and benchmarks for lead generation

The results of a Qualtrics survey give companies in many different industries valuable information about how they generate leads. It found that those who failed to meet their sales goals had no data about their website visitors, leads, MQLs, or opportunities. This shows how important it is to track and measure the performance of your lead generation to boost sales.

The survey also showed that only 5% of companies get more than 2,500 leads per month. This suggests that while some businesses can thrive with a smaller influx of leads per month, it’s important to set an ambitious goal and aim for higher numbers if you want to hit your revenue goals. The survey also showed that companies with more than 100 leads per month are more likely to meet their sales goals. This shows that focusing on quality over quantity when generating leads is critical to long-term success.

Finally, tracking your website visitors and leads can help you create more effective marketing campaigns and improve your overall results. By using industry benchmarks for lead generation, you can figure out where your business’s goals and objectives should be set. With this information, you can come up with a plan that will help you get more leads and sell more.

Cost per lead, by industry

Media and publishers have the lowest costs per lead at $11-25. The industries with the highest average cost per lead are software, information technology and services, marketing agencies, and financial services. These industries pay between $51 and $100 per lead on average.

New leads per month, by annual sales

Qualtrics survey data shows that companies with higher annual revenues tend to get more leads than companies with lower annual revenues. Enterprise companies with up to $250,000 in sales per year come up with less than 100 new leads per month. Companies with annual sales of $1 billion or more generate more than 100 leads per month, while only 8% of them generate fewer than 100 new leads per month. This suggests that companies should set ambitious goals and focus on quality over quantity when it comes to lead generation in order to be successful in the long term.


Strategien zur Lead-Generierung

When it comes to generating leads online, you have a variety of tactics, campaign types, and strategies to choose from. Which one you ultimately choose also depends on which platforms you want to be active on.

In this section, we look at how you can use different platforms for lead generation.

Lead Generation on Facebook

With Facebook’s Lead Ads, businesses can talk to prospects directly and quickly get their information without leaving the platform. With all of these features, businesses can take advantage of Facebook’s large audience to grow and get more leads.

Also, businesses can use the huge amount of user data that Facebook collects to create highly targeted campaigns and audiences that bring in even more qualified leads.

In the end, a well-planned lead generation strategy on Facebook lets businesses keep building relationships with their prospects and customers as they work toward their business goals.

Lead generation on LinkedIn

LinkedIn is another highly effective lead generation platform, as it offers companies the opportunity to target a wide range of audiences with their content. LinkedIn offers several options for businesses looking to engage prospects, such as: For example, sponsored content, InMail, and even account targeting

Sponsored content lets businesses make interesting posts that reach a large number of people, and InMail lets them send private messages to prospects. Additionally, LinkedIn’s account targeting feature allows businesses to target specific businesses and audiences in their campaigns.

Overall, LinkedIn is a good way for businesses to generate leads because it lets them connect with prospects and build relationships that can lead to sales.

Lead generation via email

Email is one of the most effective lead generation strategies because it allows businesses to directly reach out to current and potential customers. Email campaigns can be used for a variety of purposes, e.g. B. to introduce new products or services, offer discounts or promotions or just to keep in touch with customers.

Additionally, email offers a great opportunity to personalize the message and add an element of human interaction. Email allows businesses to categorize their contacts and target them with personalized messages tailored to their interests and needs.

Overall, email is one of the most cost-effective ways to generate leads and nurture relationships with prospects. By creating personalized campaigns, businesses can increase their chances of converting leads into paying customers.

Lead Generation on Twitter

Twitter can also be a powerful lead generation tool as it allows businesses to reach a larger audience with their content and engage directly with potential customers. Twitter’s targeting capabilities allow businesses to create campaigns tailored to the interests of their target audience.

Additionally, businesses can use Twitter to share content specifically targeting potential customers and encouraging them to take action. By using Twitter’s conversational features, businesses can connect directly with prospects and build relationships that can lead to conversions.

Overall, by using Twitter in combination with other lead generation strategies, businesses can increase their chances of attracting more qualified leads and converting them into paying customers. With the right strategy and tactics, businesses can use Twitter to effectively reach their target audience and generate leads.

Lead generation with PPC ads

Finally, businesses can also use pay-per-click (PPC) advertising to generate leads. PPC ads are highly targeted and appear at the top of search engine results pages, making them one of the most effective lead generation tools. PPC ads allow businesses to target potential customers based on their interests or search queries.

In addition, pPC ads allow businesses to track the performance of their campaigns and tailor them to their needs. By optimizing their PPC campaigns, businesses can reach more qualified leads and increase the chances of converting them into paying customers.

Overall, PPC ads are a great way for businesses to generate leads quickly and maximize their return on investment. With the right strategy and tactics, businesses can use PPC ads to attract more qualified leads and convert them into paying customers.

B2B lead generation

B2B lead generation requires a different approach than B2C, with SEO, email marketing and social media being the most effective channels. To maximize lead generation, businesses should focus on creating personalized campaigns that align with the interests and needs of their target audience. Also, businesses can use PPC ads to reach leads quickly and track their performance, and use Twitter’s conversational features to build relationships with prospects. By combining all of these tactics, businesses can effectively generate leads and convert them into paying customers.


Tips for lead generation campaigns

1. Define your target audience

The first step in any lead generation campaign is to define your target audience. Who do you want to reach with your campaign? What are their needs and desires? Once you know your target audience well, you can create a campaign tailored to them.

2. Create compelling content

Once you know who your target audience is, you need to create content that interests them. Your content should be well-written, informative and address the needs and desires of your target audience. If your content isn’t compelling, people won’t be interested in your offer and won’t fill out your lead form.

3. Promote your content

Once you’ve created your content, you need to promote it! There are a number of ways to promote your content, including social media, email marketing, and paid advertising. Make sure you promote your content where your audience is likely to see it.

4. Insert a lead form

Your lead generation campaign will only be successful if you include a lead form. A lead form is a simple form that asks people for their contact information in exchange for something of value, such as an email. B. an eBook or a white paper. Include a lead form on every page of your website and make it easy to find.

5. Follow up on leads

Once you’ve garnered a few leads, it’s important to engage with them. Email or call them to introduce yourself and provide more information about what you’re offering. If you don’t take care of the leads, they will likely forget you and switch to someone else who takes care of the leads.

6. Measure and optimize your campaigns

Finally, it’s important to measure the performance of your lead generation campaigns. Track your leads and conversions over time to see what’s working and what’s not. Make adjustments to your campaigns as needed so you can maximize lead generation.

Lead generation is an important part of any B2B marketing strategy. With the right tactics, you can generate leads quickly and efficiently. By defining your audience, creating compelling content, promoting it to the right people, including a lead form throughout your website, and following up on each lead, you’re on your way to generating more qualified leads and converting them into paying customers. Good luck!


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