Lead generation is the lifeblood of any B2B business.
Without a steady stream of qualified leads, sales pipelines dry up, and growth stalls.
Unlike B2C, where the focus is often on mass appeal, B2B lead generation is about building targeted relationships with key decision-makers, which takes strategy and persistence.
And let’s face it, generating high-quality leads can be tough.
In this guide, we’ll break down everything you need to know about B2B lead generation. From understanding how it differs from B2C to exploring the best strategies for filling your pipeline with high-quality leads and more.
B2B Vs. B2C Lead Generation: Differences and Similarities
Lead generation is the process of attracting and converting potential customers, or leads, into those who show genuine interest in a company’s product or service.
When it comes to B2B vs. B2C lead generation, the differences start with the sales cycle length.
In B2B, the sales process typically takes longer because multiple decision-makers are included. Each step of the journey is more complex and may involve several layers of approval, budget allocation, or technical considerations.
The B2C sales cycle is much shorter. It often entails a quicker, more emotional decision by a single buyer.
Another key distinction lies in the collaboration between sales and marketing teams.
In B2B, the sales funnel is more intricate. It requires tighter alignment between a marketing and sales team to ensure that leads are properly taken care of, from awareness to decision-making.
B2C companies, though they still benefit from this alignment, often rely more on direct-to-consumer campaigns that convert leads faster with less personal interaction.
The buying process is also different.
In B2B, purchases are typically made by committees. Since the process covers many stakeholders with different interests, addressing them all can lengthen the sales cycle.
B2C transactions are usually more straightforward, with individual consumers making personal purchases based on preferences or needs.
Despite these differences, B2B and B2C lead generation share key similarities.
Both require strong lead generation strategies to attract prospects and convert them.
Both use different tactics and tools to capture attention and drive traffic to landing pages.
💡 Note: Should you call them "leads"?
In B2B, referring to potential buyers as "sales leads" is common, but in B2C, the terminology can be more nuanced. In the consumer space, "customers" might make more sense.
While in B2B, a lead indicates a potential buyer that needs nurturing, in B2C, the term "customer" often applies to anyone interacting with the brand, whether they’ve made a purchase or not. This is especially relevant in e-commerce, where the line between lead and customer blurs. Understand this distinction and align marketing messaging with the target audience and their stage in the buying journey.
The B2B Lead Generation Process
Meet the essential phases of the B2B lead generation process.
Phase 1: Lead Capture
The first step in lead generation is lead capture.
It means gathering potential customers' contact information through various ways.
Effective lead capture tools can encourage visitors to share valuable information like their name, email address, company, and job title, which can be used for follow-up marketing and nurturing.
To capture leads effectively, you can use a variety of methods. Examples are:
Lead capture forms: Placed on landing pages where visitors fill in their contact details in exchange for something of value, like a whitepaper, eBook, or free trial. You can take advantage of embedded forms on your website.
Pop-ups and chatbots: Engage users as they navigate your website. They offer help or special offers in exchange for their contact details.
Making your lead capture process as smooth and engaging as possible will let you increase the chances of turning website visitors into real leads.
Phase 2: Lead Qualification
Not all leads are created equal.
Qualifying them is necessary to filter out those potential customers who are unlikely to convert into paying ones.
Lead qualification differentiates between Marketing Qualified Leads (MQLs), who have shown interest but aren’t yet ready to purchase, and Sales Qualified Leads (SQLs), who are further down the funnel and ready to engage with your sales team.
Here, lead scoring can assign values to leads based on their behavior and interaction with your brand.
For instance, a lead that downloads a product brochure or signs up for a demo is more likely to convert than one who only visited your homepage.
Many tools can simplify the lead-scoring process by building interactive lead funnels that guide prospects, capture data, and qualify them based on their responses and behaviors.
With such scoring, only high-quality leads move forward in the process.
As a result, your sales team can save time and resources.
Phase 3: Sales Funnel and Pipeline Development
Once qualified, leads enter your sales funnel – a structured path that moves them through the buying journey until they become paying clients.
The funnel generally has multiple stages, like awareness, consideration, conversion, and loyalty.
Each stage requires tailored content and strategies to nurture the lead further down the funnel. Implementing a content approval workflow ensures that all materials are reviewed and aligned with your marketing goals before reaching the audience, maintaining consistency and quality throughout the process.
At the same time, these leads are added to your sales pipeline, where the sales team actively engages with them to close the deal.
The sales funnel and pipeline work together, with marketing nurturing leads at the top and sales focusing on closing deals as leads progress.
As we know, in B2B sales, the funnel and pipeline can be long and complex. Thus, you need to ensure smooth transitions from one stage to the next, to maintain momentum and drive leads toward conversion.
Phase 4: Interactive Lead Funnels
Interactive lead funnels are a powerful way to make you stand out and engage potential clients.
You can create them with platforms like involve.me.
involve.me helps create quizzes, surveys, and forms that guide leads through personalized sales flows. It gathers critical information while still keeping prospects engaged.
Interactive elements can be designed with conditional logic, which tailors the user experience based on responses. Thus, you are sure that only the most relevant information is shown to each lead.
Such a level of personalization increases engagement and boosts conversion rates, too, as prospects feel more connected to your brand.
Moreover, an interactive product finder can guide users toward the best solution for their needs and capture their contact information. By the time they reach out to your sales team, they’re already more informed and qualified.
Best B2B Lead Generation Strategies
The above phases can be broken down into more detailed steps – depending on your industry, purpose, target audience, etc.
But beyond that, you can create strategies to guide your teams when generating leads.
Some of the most effective strategies are:
Content Marketing
You can draw in prospects searching for information, solutions, or products in their niche through valuable content.
The provided materials must address specific pain points and challenges of your audience.
Thus, learn who your target customers are and what they need. Then, you will speak directly to their concerns.
Create blog posts, eBooks, whitepapers, case studies, webinars, and infographics.
Search Engine Optimization (SEO)
The better your ranking, the more visible your website becomes to potential clients who are searching for solutions that you offer.
The goal is to increase traffic to your website, where visitors can convert into leads.
Best practices for SEO:
Identify the keywords your ideal customers are searching for and incorporate them naturally into your website content, blogs, and landing pages.
Optimize meta descriptions, title tags, headers, and URLs to align with your keywords.
Search engines prioritize content that is well-researched, informative, and relevant to user queries, so bet on that type of material.
Marketing Automation
Automation enables businesses to create workflows that send targeted content and follow-up emails to prospects based on their behavior.
For example, after a potential lead downloads a whitepaper, an automated sequence can send additional resources and reminders about scheduling a demo. You could even go as far as automating the creation of a personalized whitepaper for each reader by associating it to a questionnaire they fill out first.
Marketing automation saves time by ensuring that every lead is nurtured without manual follow-ups and helps maintain engagement through personalized content.
The result? You move leads through the funnel faster and more effectively.
Account-Based Marketing (ABM)
Instead of casting a wide net, ABM focuses on specific, high-value accounts and tailors marketing efforts to engage those accounts with personalized campaigns.
It often requires close collaboration between sales and marketing teams and works particularly well for companies with long sales cycles, where a deeper relationship with each prospect is needed before closing a deal.
Cold Calling and Sales Enablement
While it may seem old-fashioned, cold calling can still be a powerful B2B lead generation tactic. Teams use this approach to reach out directly to potential customers and start building relationships.
In contrast, sales enablement tools, like customer relationship management (CRM) systems, can aid by providing data and insights to personalize outreach and track lead engagement.
These effective solutions help your team craft tailored messages, track call success, and organize follow-ups.
No lead slips through the cracks.
Optimize Lead Generation Campaigns
All right. You set up your strategy, but it's not the end. Now, it’s all about refining the process to make it more efficient and effective.
Check out how to do this.
Use the right tools.
Tools can enhance conversion rates by:
guiding visitors through lead flows
understanding their preferences with lead scoring
and converting them with lead capture
Moreover, if they are packed with AI-powered features, professional templates, and customizable options, they can quickly create unique funnels that align with your brand and goals.
Leverage marketing channels like Google ads and paid ads.
Marketing channels allow you to reach a larger, targeted audience and drive traffic to your website or dedicated landing pages.
To optimize this strategy:
focus on high-value keywords
create compelling ad copy
and check if your landing pages are optimized for conversions
Combining paid ads with a clear call to action and valuable content will increase your chances of converting visitors into leads.
Measure lead quality.
Rather than just focusing on the volume of leads, you should track how well those leads align with your audience.
This is where lead scoring comes into play.
It assigns values to leads based on their actions and engagement, so you don't have to do it manually.
Set clear KPIs.
Important metrics include:
lead volume, which tracks the number of leads entering your funnel
and conversion rates, which reveal how many leads turn into paying customers.
Another critical KPI is the speed of the sales cycle – the quicker leads move from capture to closing, the better for your sales team’s efficiency.
Use feedback loops from your lead flows and lead scoring.
Analyze how leads interact with your forms and funnels, identify which actions signal higher intent, and refine the process accordingly. Leverage coworking technology to track user interactions within your lead forms and funnels, allowing you to identify high-intent behaviors and optimize your content strategy effectively.
For example, if you notice that leads who engage with a particular piece of content have a higher conversion rate, prioritize sharing that content earlier.
Overcome Common Lead Generation Challenges
You may encounter some pain points when generating leads.
One of them is maintaining the quality of the process.
If you want to sidestep this problem, focus on refining your target audience with detailed customer personas and prioritize those prospects that show high interest and meet your criteria.
Another challenge is optimizing lead capture forms.
The key here is simplicity – only ask for essential information to avoid overwhelming potential leads. Test different versions of your forms to find what converts best and verify if the form placement is strategic.
Continuously improving lead scoring is also a must.
Analyze which behaviors indicate buyer intent (e.g., downloading content or attending webinars), and you will better qualify leads.
Finally, if conversion rates are suffering, improve the user experience.
This is also where interactive involve.me funnels may come in handy. They can make the acquisition of leads more engaging and personal, increasing the likelihood of conversions.
Conclusion
The B2B lead generation process starts with effective lead capture, followed by thorough lead qualification using techniques like lead scoring.
From there, you need to nurture these leads through an organized sales funnel and engage them with interactive lead funnels.
Tools like involve.me make this process more streamlined.
They let you capture, qualify, and guide leads through tailored and engaging experiences.
If you incorporate involve.me into your strategy, interactive prospect funnels will provide you with a ton of benefits. They will guide, evaluate, and convert potential customers. And this will contribute to continuously improving conversion rates.
Still wondering whether it's worth using such interactive funnels?
Ask us for details, or check out our free trial. Together we will find the right solution.
Bonus: Make Your Lead Generation Even Better
We want to tell you even more about B2B lead generation, so we have prepared this extra section with tips and use cases.
Let’s start with the first: 5 B2B lead generation tips.
Personalization at Every Stage
Personalization can dramatically improve lead engagement. It helps create deeper connections with your audience and, as a result, increases conversion rates.
There are many possibilities: dynamic content, personalized offers, behavior-based messaging, customizing email campaigns, etc.
Experiment with different options and find your sweet spot.
3x Yes for Building Trust
Trust is everything in B2B.
Build credibility throughout the sales funnel by being transparent, offering educational content, and providing free trials or demos. This contributes to confidence in your solution.
Additionally, social proof like customer testimonials and case studies can enhance credibility. Strategically place these on your landing pages and lead capture forms to maximize their impact.
Follow-up Strategies? Uh, I Forgot
You struggled hard to get leads, so why would you leave them now without proper follow-up?
For instance, use automation to send personalized messages based on lead behavior, – or even deliver automated PDF reports, if they filled out a well-thought out questionnaire – and continue when engagement is at its peak.
Just strike the right balance – be persistent but not pushy.
More Than a Partnerships
Expand your reach by collaborating with partners and co-marketing efforts, such as joint webinars or co-branded content.
Tap into new audiences and generate leads together. Such collaborations can make you more interesting and attract new audiences.
Nurture Cold Leads
Cold leads don’t have to be lost. Use remarketing, re-engagement email sequences, and targeted content to bring them back into the funnel.
Use the no-code builder from involve.me and develop customized quizzes that gather fresh insights from cold leads. Surprise your audience with interesting elements like mage choice questions, built-in forms, logic jumps, appointment scheduling widgets, and you'll get their attention.
Then, you can employ your strategy, build trust, and motivate cold leads to follow up.
Publish your quiz as a stand-alone page or embed it on your website with no effort.
And don't analyze the data yourself. involve.me will do it for you and generate detailed insights that can inform your re-engagement strategies.
Examples
We've also put together a really broad section of examples – after all, seeing how experienced companies use sales B2B lead generation strategies makes a huge difference and can help you get inspired.
The examples range from real-world use cases to potential industry-focused ones.
Real-life Use Cases
Involve.me
Strategy: Interactive lead funnels embedded into websites.
Success: Companies using involve.me's tools have seen enhanced conversion rates and effectively transform website visitors into valuable leads through engaging content.
HubSpot
Strategy: Free tools like CRM, website grader, and marketing resources such as eBooks and webinars.
Success: These free tools attract a high volume of leads and allow HubSpot to nurture and convert them through educational content and follow-ups.
Strategy: Highly targeted sponsored content and lead gen forms that auto-populate with users' LinkedIn profiles.
Success: LinkedIn consistently generates high-quality leads for its B2B services by targeting based on job title, industry, and company size.
Salesforce
Strategy: Content marketing, including blog posts, case studies, and whitepapers, paired with free CRM trials.
Success: This approach has helped Salesforce generate thousands of qualified leads, which are nurtured via email campaigns and follow-ups.
Moz
Strategy: Free tools like keyword explorer and SEO audits, along with educational content such as guides and webinars.
Success: Moz captures leads interested in improving SEO, nurturing them through content marketing and product demos.
CoSchedule
Strategy: Free, structured email courses on marketing techniques combined with lead magnets-like templates.
Success: CoSchedule grows its lead base by offering valuable content in exchange for contact information and nurturing them into sales-qualified leads.
Slack
Strategy: Word-of-mouth marketing and a referral program encouraging users to invite colleagues.
Success: This referral strategy, coupled with a freemium model, helped Slack rapidly generate organic leads in the B2B space.
Zendesk
Strategy: Free product demos with clear calls to action across the website and ad campaigns.
Success: By showcasing how its platform solves pain points, Zendesk generates qualified leads, further nurtured by sales teams.
Trello
Strategy: Freemium model allows users to experience project management tools for free, with advanced paid features for business use.
Success: Trello attracts a large pool of business users, who later convert into customers through feature upgrades and personalized outreach.
Shopify
Strategy: Hosting webinars on eCommerce strategies and publishing case studies on successful customer journeys.
Success: These educational tools attract B2B leads, particularly SMBs, which Shopify nurtures through follow-up emails and demo invitations.
Potential Use Cases
And here, we present some potential use-cases. They show how various businesses can tailor their lead generation efforts to meet the specific needs of their target audiences, using tools like free assessments, case studies, and interactive experiences.
Digital Marketing Agency
Strategy: Free website audits or SEO assessments as lead magnets.
Use Case: Potential clients submit their website for analysis and provide contact details. The agency follows up with tailored insights or recommendations and positions itself as the solution for improving the client’s digital presence thanks to its experience in using AI website builders, for example.
High-End Real Estate
Strategy: Virtual property tours and gated access to exclusive listings as lead generation tools.
Use Case: Buyers provide contact information for virtual tours or listing notifications. Then, a company can nurture high-value leads through personalized communication.
HR Software Provider
Strategy: Offering a free employee productivity or engagement assessment.
Use Case: HR teams fill out a short survey to receive insights. The software provider can then start a conversation and offer tailored solutions.
B2B Manufacturing Company
Strategy: ABM strategies targeting high-value prospects with personalized marketing materials.
Use Case: The company creates customized marketing campaigns for key accounts. It utilizes a product configurator to engage stakeholders through case studies and ROI analyses.
IT Managed Services Provider
Strategy: Detailed case studies to showcase problem-solving for clients.
Use Case: Prospects are drawn to in-depth case studies showcasing ROI and improvements. They can also download the content in exchange for contact data. The engagement for gated content or consultations is increasing.
Event Planning Company
Strategy: Interactive quizzes (e.g., “What’s Your Ideal Corporate Event?”) to generate leads.
Use Case: Website visitors take the quiz, visualize their event, and submit contact details for tailored proposals. This tactic allows follow-ups with personalized offers.
Financial Services Firm
Strategy: Free business valuation tool as a lead magnet.
Use Case: Decision-makers receive a snapshot of their financial standing. Next, they can sign up for personalized consultations and build long-term relationships.
FAQs
What is the Difference Between B2B and B2C Lead Generation?
The main difference between B2B and B2C lead generation lies in the audience and the sales cycle. B2B lead generation focuses on businesses, meaning longer sales cycles with multiple decision-makers. B2C deals directly with individual consumers. Sales process is faster, and buying is simpler. Qualification methods also differ: in B2B, leads are often evaluated based on the business needs and their fit with the service. In B2C, it’s more about personal preferences and immediate demand.
How Can involve.me Help with B2B Lead Generation?
involve.me helps companies create interactive lead funnels that engage visitors and guide them through a tailored experience. These funnels help collect crucial data through quizzes, forms, and surveys, while also scoring leads based on their behavior and responses. The platform personalizes user experiences and makes it easier to identify valuable leads and convert them into paying customers.
What is Lead Scoring, and Why is It Important?
Lead scoring is a method used to assign numerical values to leads based on their level of interest and likelihood to convert. It helps businesses prioritize high-quality leads and focus resources on those most likely to become customers. Thanks to lead scoring, sales teams work with leads that have shown genuine intent, can improve efficiency, and increase conversion rates.
How Can I Improve My Conversion Rates?
Start by optimizing your lead flows. Guide potential customers through a structured journey on your website. Incorporate engaging content marketing like blogs or videos and attract more qualified leads. Use interactive tools like involve.me and boost engagement by personalizing the lead capture experience.
What Are the Most Effective Lead-generation Strategies?
Some of the most effective lead-generation strategies include content marketing, where valuable and relevant content attracts your target audience, and SEO, which helps capture leads by driving organic traffic to your site. Account-based marketing is another effective strategy for targeting high-value prospects with personalized campaigns. Additionally, using lead capture forms on your landing pages and websites helps you collect information from interested visitors, which you can nurture into qualified leads.
