What is lead generation?
Lead generation is the process of finding and attracting potential customers who might buy from you. This means getting contact information from people who show interest in what you sell so your sales team can follow up.
For B2B companies, lead generation focuses on identifying decision-makers at companies that match your ideal customer profile.
You need their names, email addresses, phone numbers, and enough context to start a relevant conversation. Without leads, your sales team has no one to call.
There are two ways to generate leads. Inbound lead generation attracts prospects to you through content like blog posts, guides, and webinars. Outbound lead generation means you reach out first through cold emails, calls, or LinkedIn messages. Most B2B teams do both because inbound builds long-term pipeline while outbound accelerates results by targeting high-fit accounts directly.
The main lead types you'll encounter:
Marketing Qualified Leads (MQLs): People who engaged with your content but aren't ready to talk to sales yet
Sales Qualified Leads (SQLs): Prospects your sales team has vetted as worth pursuing
Product Qualified Leads (PQLs): Users who tried your product and showed signs they want to buy
12 B2B lead generation strategies
These tactics work for mid-market and enterprise teams building predictable pipeline. Each addresses a specific part of the buyer journey.
1. Start with accurate B2B data and intent signals
Bad data kills your pipeline before you start. Your reps waste hours calling disconnected numbers and emailing people who left the company months ago. Worse, you chase accounts that aren't even in-market.
Good B2B data tells you who to target, how to reach them, and when they're ready to buy. Contact data includes verified email addresses and direct phone numbers for decision-makers at your target accounts. Firmographic data covers company size, revenue, industry, and location so you filter for accounts that match your ideal customer profile. Technographic data shows what tools a company uses, helping you find accounts with the right tech stack or those using competitor products you can replace.
Intent signals reveal which accounts are actively researching solutions like yours. When prospects visit review sites, read comparison content, or search for your category, these buying signals indicate purchase intent. You can prioritize these accounts over cold ones.
ZoomInfo combines contact data, firmographic intelligence, and technographic coverage across millions of companies. The platform tracks real-time buyer intent signals, letting your sales team focus on accounts showing active demand instead of guessing who might be ready to buy.
Key data types for lead generation:
Contact data: Direct emails and phone numbers for the people who make decisions
Firmographic data: Company attributes like size, revenue, and industry
Technographic data: What technology and tools a company already uses
Intent signals: Real-time behavior showing active research and buying interest
2. Use SEO and content marketing to capture inbound demand
Organic search drives pipeline without ongoing ad spend. When prospects search for solutions to their problems, your content needs to show up in results. This requires targeting keywords your buyers actually use and creating content that directly answers their questions.
Start with keyword research to identify what your ideal customers search for at each buying stage. Early-stage prospects search for problem definitions and best practices. Later-stage buyers search for product comparisons and implementation guides. Map your content to these search patterns.
Gate high-value assets like industry reports, templates, and calculators to capture contact information. Ungated content like blog posts and guides build trust and drive traffic to your gated offers. Thought leadership content positions your executives as experts, making prospects more likely to engage when they're ready to buy.
Content types that generate leads:
Blog posts that answer common questions and rank for long-tail keywords
Gated guides and ebooks offering deep expertise in exchange for contact details
Pillar pages with comprehensive resources that rank for high-volume keywords
3. Build high-converting landing pages
Landing pages convert traffic into leads by removing distractions and focusing visitors on one action. Every element should support a single goal: getting the prospect to fill out your form.
Your headline must communicate value immediately. Visitors decide whether to stay or leave in seconds. Follow with a clear value proposition explaining what they get and why it matters. Use bullet points to highlight key benefits, not features.
Place one call-to-action above the fold. Multiple CTAs split attention and tank conversion. Include social proof like customer logos, testimonials, or case study results to build credibility. Test different headlines, form lengths, and CTA copy to find what converts best for your audience.
Landing page essentials:
Headline: State the core benefit in ten words or less
Value proposition: Explain what visitors get and why they need it now
Single CTA: One clear action with no competing links or navigation
Social proof: Customer logos, testimonials, or usage numbers
4. Optimize lead capture forms
Forms are where conversion happens or dies. Long forms with unnecessary fields create friction that makes prospects abandon. Each additional field you add drops your conversion rate.
Reduce form fields to the minimum needed for follow-up. Name, email, and company are often enough for top-of-funnel offers. Add fields like job title and company size only when you need them for qualification.
Progressive profiling collects information over time instead of all at once. When a known visitor returns, your form asks new questions instead of repeating old ones. This builds a complete profile without overwhelming prospects on their first visit. Smart routing sends high-value leads directly to sales while nurturing others through marketing.
Form optimization tactics:
Reduce fields: Ask only what you need for the next step in your process
Use progressive profiling: Collect more data on repeat visits instead of upfront
Smart routing: Send qualified leads straight to sales based on their answers
5. Leverage social proof and customer reviews
B2B buyers research before they talk to sales. They read reviews on G2, Capterra, and TrustRadius to see what real users say about your product. Positive reviews influence buying decisions because buyers trust peer feedback over vendor messaging.
Collect reviews by asking satisfied customers to share their experience on third-party sites. Time your requests after successful implementations or positive support interactions. Make it easy by sending direct links to your review profiles.
Display testimonials on landing pages and product pages. Include the customer's name, title, and company to add credibility. Case studies work as lead magnets because they show prospects exactly how you solve problems similar to theirs. Include specific metrics like time saved, revenue increased, or costs reduced.
Social proof types that drive conversions:
Third-party reviews on G2, Capterra, and TrustRadius
Customer testimonials with full attribution including name and company
Case studies with detailed stories and measurable outcomes
6. Run targeted paid advertising campaigns
Paid ads deliver immediate reach to specific audiences. Unlike organic tactics that take months to build momentum, ads put your message in front of prospects today. The key is targeting the right people with relevant offers.
LinkedIn Ads let you target by job title, company size, industry, and seniority. This precision makes LinkedIn the primary B2B advertising channel. Google Ads capture prospects actively searching for solutions like yours. Target keywords with commercial intent like "best [category]" or "[category] for [use case]."
Account-based marketing display ads target specific companies on your target account list. These ads follow decision-makers across the web, keeping your brand visible as they research. Combine channels for coverage across the entire buyer journey.
Paid channels for B2B lead generation:
LinkedIn Ads: Target decision-makers by job title, seniority, and company attributes
Google Ads: Capture active search intent with keyword targeting
ABM display: Reach specific accounts on your target list across the web
7. Engage prospects on LinkedIn and social media
Social selling is active prospecting, not passive posting. It means building relationships with prospects before you pitch anything. LinkedIn is the primary channel for B2B because decision-makers use it daily.
Optimize your profile to show expertise. Your headline should state who you help and how. Share insights that demonstrate you understand your prospects' challenges. Comment on posts from target accounts to get on their radar.
LinkedIn Sales Navigator provides advanced search filters to find prospects matching your ideal customer profile. Save leads and accounts to track their activity. When a prospect changes jobs, posts about a challenge, or engages with relevant content, that's your signal to reach out. Personalize connection requests by referencing something specific about their profile or recent activity.
Learn more about LinkedIn Sales Navigator
Social selling tactics that work:
Optimize your profile to show expertise and credibility in your headline and summary
Engage with prospect content by commenting thoughtfully on posts from target accounts
Use Sales Navigator to find and track prospects with advanced filters
8. Retarget website visitors
Most visitors leave without converting. Retargeting brings them back by showing ads after they've left your site. This keeps your brand visible as prospects continue their research across the web.
Segment audiences by the pages they visited. Someone who viewed pricing is closer to buying than someone who read a blog post. Show different ads based on intent level. Prospects who visited product pages see demo offers. Blog readers see educational content.
Cap ad frequency to avoid fatigue. Seeing the same ad too many times annoys prospects instead of persuading them. Tailor creative to match the content they engaged with. If they read about a specific use case, show ads highlighting that solution.
Retargeting best practices:
Segment by page visited: Match ad content to browsing behavior and intent level
Cap ad frequency: Limit impressions to avoid annoying prospects with repetition
Tailor creative to intent: Show relevant offers based on engagement level
9. Host webinars and virtual events
Webinars capture high-intent leads who invest time to learn. An hour-long session signals serious interest. Attendees are further along in their buying process than someone who downloaded a one-page guide.
Choose topics focused on prospect pain points, not product features. "How to reduce customer churn" attracts more registrants than "Product demo." Promote across email, social, and paid channels. Send reminder emails to boost attendance rates because most registrants don't show up without them.
Follow up within 24 hours while the content is fresh. Send the recording to registrants who didn't attend. Segment follow-up based on engagement. Attendees who stayed for the full session and asked questions are ready for sales contact. Those who left early need more nurturing.
Webinar success factors:
Choose problem-focused topics that address challenges, not product features
Promote across channels using email, social, and paid ads to drive registrations
Follow up within 24 hours to contact attendees while interest is high
10. Offer product demos and free trials
Demos and trials convert high-intent prospects by letting them experience your product. Seeing how it solves their specific problem is more persuasive than any marketing message.
Make booking easy with calendar links that show your availability. Instant scheduling removes friction that causes prospects to drop off. Personalize demos by researching the prospect's company and industry beforehand. Show features relevant to their use case, not a generic walkthrough.
Design trials for quick wins. Set clear milestones that demonstrate value within the trial period. Provide onboarding support to help users succeed. Track trial usage to identify engaged users ready for sales contact. Prospects who complete key actions are more likely to convert than those who never log in.
Demo and trial optimization:
Reduce booking friction: Use calendar tools for instant scheduling without back-and-forth emails
Personalize the demo: Research prospects and show relevant features for their use case
Set trial success milestones: Guide users to quick wins that prove value fast
11. Deploy chatbots for real-time engagement
Chatbots capture leads when prospects are active on your site. Waiting hours for email responses loses interested visitors. Real-time engagement converts while intent is high.
Use chatbots to qualify visitors by asking about their role, company size, and needs. Route qualified prospects to sales immediately. Answer common questions about pricing, features, and implementation to help prospects self-serve. When questions get complex, transfer to a live rep.
AI chatbots understand natural language and provide relevant answers. Rule-based bots follow decision trees with preset responses. Both work for lead capture. The key is speed. Prospects who get instant answers are more likely to convert than those who wait.
Chatbot use cases:
Qualify visitors in real time by asking questions to identify sales-ready prospects
Book meetings instantly so prospects can schedule calls without leaving your site
Route to live rep when needed by transferring complex questions to human agents
12. Build a referral program
Existing customers are your best lead source. They know your product, trust your company, and have networks full of similar buyers. Referred leads tend to convert faster and retain longer because they come with built-in trust from the referrer.
Structure your program with clear incentives. Offer rewards valuable enough to motivate referrals but sustainable for your business. Make referring easy with shareable links and pre-written messages. Track referrals so you can reward advocates and measure program ROI.
Referred leads often have stronger lifetime value because they come pre-qualified by someone who knows your product. Your customer wouldn't refer someone who isn't a good fit. They also trust your product based on their peer's recommendation, shortening the sales cycle significantly.
Referral program elements:
Clear incentives: Offer rewards that motivate customers to participate actively
Easy referral process: Provide shareable links and templates that remove friction
Track and reward: Measure referrals and recognize top advocates consistently
How to qualify and score leads
Not all leads are equal. Some match your ideal customer profile and show buying intent. Others are students, competitors, or companies too small to buy. Lead qualification separates prospects worth pursuing from those who will waste sales time.
BANT is a common qualification framework that evaluates Budget, Authority, Need, and Timeline. Does the prospect have money to spend? Are you talking to a decision-maker? Do they have a problem you solve? When do they need to buy? Leads that check all four boxes are sales-ready.
Lead scoring assigns points based on fit and behavior. Firmographic fit includes company size, industry, and revenue. Behavioral signals include email opens, content downloads, and website visits. Intent data shows when accounts research your category or competitors. Combine these factors to prioritize which leads sales should contact first.
Scoring Factor | What It Measures | Example Signals |
|---|---|---|
Firmographic fit | How well the company matches your ICP | Company size, revenue, industry match |
Behavioral engagement | How actively they interact with your content | Email opens, downloads, page views, time on site |
Intent signals | Whether they're actively researching solutions | Review site visits, competitor research, category searches |
How to measure lead generation success
Metrics prove what's working. Track these KPIs to optimize your lead generation efforts and justify budget spend.
Conversion rate measures the percentage of visitors who become leads. If 100 people visit your landing page and 5 fill out the form, your conversion rate is 5%. Track this for each channel and campaign to identify top performers. Cost per lead divides total spend by leads generated. Lower CPL means more efficient lead generation.
MQL-to-SQL ratio shows how many marketing qualified leads become sales qualified. A low ratio means marketing is generating unqualified leads that sales rejects. Pipeline velocity measures how fast leads move through your funnel. Faster velocity means shorter sales cycles and quicker revenue.
Key metrics to track:
Conversion rate: Percentage of visitors who become leads on each page or campaign
Cost per lead (CPL): Total spend divided by leads generated to measure efficiency
MQL-to-SQL ratio: How many marketing leads sales accepts as qualified
Pipeline velocity: How fast leads move through your funnel to closed deals
Build a Lead Generation Engine That Scales
The tactics above work when you combine them with accurate data and clear qualification criteria. Focus on the strategies that match your buyer journey and sales motion.
Key factors for success:
Start with clean, verified contact data so reps spend time selling, not searching
Use intent signals to prioritize accounts showing active buying behavior
Align marketing and sales on what makes a lead qualified
Measure conversion at every stage to find leaks in your funnel
ZoomInfo helps revenue teams generate more qualified pipeline by combining accurate contact data with real-time intent signals.
Talk to our team to see how ZoomInfo can improve your lead generation results.
Frequently asked questions about lead generation
What is the difference between inbound and outbound lead generation?
Inbound attracts prospects through content they discover while researching solutions. Outbound involves directly reaching out to prospects via email, calls, or social messages. Most B2B teams use both approaches because they cover different buyer behaviors.
What are the biggest challenges in B2B lead generation?
Data quality is the biggest challenge because bad contact information wastes time and budget on disconnected numbers and outdated emails. Teams also struggle balancing lead volume with quality and aligning marketing and sales on what makes a qualified lead worth pursuing.
How long does it take to see results from lead generation efforts?
Paid ads and outbound can produce leads within days of launching campaigns. SEO and content marketing take months to build momentum but deliver compounding returns over time as your content ranks and attracts organic traffic.
Which lead generation strategy works best for B2B companies?
The best strategy depends on your ideal customer profile and sales motion. Combining data-driven outbound with inbound content typically works best because it covers both active buyers searching for solutions and passive prospects who need education first.
How can you generate leads without spending money on ads?
Focus on SEO to capture organic traffic, engage prospects on LinkedIn through social selling, ask customers for referrals, and optimize your existing website to convert more visitors. These tactics require time investment but minimal spend compared to paid advertising.
