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What is B2B lead generation?
B2B lead generation is the process of identifying the ideal customers for your product or service, then attracting them to buy. It is an essential activity for B2B sales and marketing teams.

This knowledge hub contains a number of resources that will help to explain the importance of B2B lead generation and provide practical advice for getting it started at your business today. Use the links below to navigate around this page.

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In 90 seconds: what is B2B lead generation? | Why is B2B lead generation important? | What are B2B leads? | Who conducts B2B lead generation? | How is B2B lead generation conducted? | The importance of data in B2B lead generation | What technology can help with B2B lead generation? | B2B lead generation: influencer insights | More B2B lead generation resources from Cognism | Further reading, links, and resources | Contact Cognism today

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In 90 seconds: what is B2B lead generation?
B2B lead generation explained in 90 seconds 👇




Why is B2B lead generation important?
B2B lead generation is fundamental to the success of a business. We have identified several factors that demonstrate the importance of B2B lead generation for sales and marketing teams, as well as the wider business. We have set them out here 👇

What is B2B lead generation?

What is B2B leads?
In B2B lead generation, B2B leads is the term given to those people who have been identified as potential customers for your business. They can be categorized as those who would likely find value from using your product or service.

There are two types of B2B lead:

Marketing-Qualified Leads
Marketing-qualified leads, or MQLs, are leads who are deemed very likely to become paying customers. The qualification is based on the engagement that the MQL has had with your business’s marketing efforts.

For example:

Repeatedly visiting a page on your company website. 💻
Filling out a form, or multiple forms on your company’s website. 📑
Download a piece of content that your company has produced. 📥
Signing up to attend one of your company’s events or webinars. 🎫
sales-qualified Leads
Sales-qualified leads, or SQLs, are MQLs who have progressed along the funnel and are deemed to be ready for engagement with your sales team. To be designated as an SQL, the lead must have shown intent to buy your company’s product or service.

This intent can be expressed in several ways:

During a telephone conversation with a member of your sales team. ☎️
By indicating their interest in an email or LinkedIn message. 📧
By requesting more information about your company and offering. ℹ️
By asking to be shown a demo of your product or service. 👨‍💼
Who conducts B2B lead generation?
B2B lead generation is a process managed by sales and marketing professionals. They may work alone or more typically in teams.

For B2B lead generation to work most effectively, it is preferable for sales and marketing teams to be closely aligned.

Sales
A sales team focused on B2B lead generation is often split into two groups. These groups perform separate, clearly defined tasks.

The two groups are:

Sales Development Representatives (SDRs) - this group is responsible for sourcing leads, engaging with them, and booking meetings. 👀
Business Development Managers (BDMs) - this group is responsible for conducting demos, closing deals, and generating revenue for the business. 🤝
There are several benefits to this approach:

It creates a solid B2B lead generation pipeline - the SDRs create opportunities for the BDMs to action. ➡️
It empowers each employee to focus solely on one responsibility, meaning that they quickly become experts in their roles. 🤓
It builds a roadmap for career development and progression - if an SDR consistently hits its targets, it will become eligible for promotion to a BDM. 📈
Sales resources
Webinar recap: How to build a high-performing sales team | 5 skills every SDR should master | 10 questions to ask when hiring an SDR | How to ramp up an SDR in 3 days | Top tips from top-performing sales reps | B2B sales KPIs: what you need to track

Marketing
In general, there are two categories of marketers focused on B2B lead generation. While their work may overlap, their approaches to marketing are very different.