What are they and how to generate B2B leads?

Jun 11, 2024Digital Marketing, Marketing Strategy, Sales

What are they and how to generate B2B leads?


Lead generation strategies are a crucial element for the success of any company, especially in the B2B (Business to Business) environment, representing potential business opportunities.

Let’s start by defining exactly what is a lead?

A user who has shown interest in a product or service, but has not yet made a purchase. They are the gateway to establishing relationships with potential customers, the base of the sales funnel, people or organizations that are at an early stage of the buying process and are not yet ready to finalize the purchase.

Why are leads important in marketing?

Leads are the first step in a consumer’s journey to purchase. Without qualified leads, the company faces a massive hole in its sales efforts. Capturing leads effectively is key to increasing your customer base and maintaining a steady revenue stream.

Types of leads:

Leads can be classified into different categories according to their level of interest and their stage in the buying process. Some of the most common types are:

Marketing Qualified Lead (MQL):

A qualified lead is one that meets certain predefined criteria that make it more likely to become a customer. These criteria may include demographics, online behaviors, specific needs or budget level. Also known as a cold lead, it is a person who has a problem or need to solve and thanks to acquisition strategies, they leave their data and the marketing team nurtures these leads with valuable content to convert them into Sales Qualified Leads .

Sales Qualified Lead (SQL):

This type of lead has been identified as a potential customer with a high degree of interest and likelihood of purchase. Or also known as a hot lead, it is considered when it has gone through a thorough qualification process and has been determined to be ready to be contacted by the sales team.

How to generate leads in B2B marketing?

Lead generation is an ongoing process that begins with the identification of your target audience and is maintained through the implementation of various marketing strategies, some of the most effective of which are:

  1. Content marketing: Create high-quality content, such as ebooks, guides, webinars or blog articles, that are relevant to your target audience.
  2. SEM: This strategy involves the use of paid advertisements that appear on search engine results pages to quickly attract the attention of potential consumers.

  3. SEO:
    Optimize your website for search engines to appear at the top of search results and attract qualified traffic.
  4. Social Ads: Invest in ads on platforms such as Google Ads, LinkedIn Ads or Facebook Ads to reach your target audience and direct them to landing pages where they can leave their data.
  5. Email marketing: Create email marketing campaigns to send relevant content to your leads and nurture them until they are ready to buy.
  6. Social media: Use social media to connect with your target audience, share valuable content and generate conversations that can convert into leads.

  7. Landing pages:
    Create specific landing pages for each lead generation campaign, with an attractive design and a clear message that invites users to leave their data, design simple and relevant contact forms that do not ask for too much information from users.

Benefits of generating qualified leads:

  • Increase your sales: By having a list of contacts interested in what you offer, you can target them with personalized messages and increase the chances of them buying . This can also help decrease the time to sale, since potential leads already have some knowledge about your brand and what you offer.
  • Build relationships: Lead generation allows you to start a conversation with your prospects, build trusting relationships and learn about their needs, which can lead to long-term sales. Also, if your leads are not ready to buy at the moment, you can maintain constant communication and be there when they are ready to buy.
  • Improve your ROI: By investing in lead generation strategies, you can get a positive return on investment (ROI) by converting those leads into profitable customers.
  • Improve Market Segmentation: By analyzing your leads, you can gain valuable information about the behaviors and preferences of your potential customers. This allows you to fine-tune your strategies and target your marketing more effectively.

Therefore, it is important to develop effective strategies to generate quality leads for greater success in your marketing efforts.

Remember: A lead is a user who has shown interest in your product or service, but has not yet made a purchase. It is a potential customer that, with the right attention, can become a real customer. Quality always trumps quantity when it comes to leads. With the right approach, your lead generation process can become a valuable asset for your company, generating concrete results and a loyal customer base. At Tadah we manage the best strategies to attract the right prospects and convert them into customers.