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Generate B2B leads: The 9 best methods for your marketing

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents
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In B2B marketing, it is important to continuously attract potential customers to drive sales and business growth. Effective B2B lead generation is therefore essential to operate successfully in the B2B sector.

In this blog post, we'll introduce you to the nine best methods you can use to generate B2B leads. From content marketing to inbound marketing to online marketing strategies, our tips will help you reach your target audience and attract more prospects to your business in no time.

Definition: B2B Lead Generation

B2B lead generation refers to the process of obtaining contact information from potential business customers in order to later approach them as prospects for products or services. B2B lead generation is an important part of B2B marketing and aims to help companies in the B2B space reach their target audience and generate qualified prospects.

Through B2B lead generation, companies can increase their sales opportunities by identifying potential customers and capturing their interest. To successfully generate B2B leads, there are a number of methods, such as content marketing, email marketing, inbound marketing, and marketing automation.

B2B leads are not the same as B2C leads

B2B leads are fundamentally different from B2C leads. While B2C leads relate to consumers and private individuals, B2B leads are aimed specifically at companies and business customers. The needs and decision-making processes of B2B leads are therefore different from those of B2C leads and require an adapted lead generation strategy.

Effective B2B lead generation requires a deep understanding of business customer needs and challenges, as well as the ability to build strong and purposeful connections with prospects.

Prerequisite lead generation

The requirements for B2B lead generation

B2B lead generation is an important part of B2B marketing. However, in order to successfully generate potential buyers, it is important to fulfill certain prerequisites. These prerequisites include not only an effective strategy and comprehensive market knowledge, but also a clear target group definition and the use of appropriate tools and technologies. In this section, we will take a closer look at the various prerequisites for B2B lead generation and how they can impact the lead generation process.

The following requirements are necessary for successful B2B lead generation:

  1. Target Audience Analysis: Understand who your target audience is and what they need.
  2. Qualified prospects: Collect information only from people who are relevant to your offer.
  3. Relevant content: Make sure your content is relevant and valuable to your target audience.
  4. Integrated marketing and sales processes: Connect your marketing and sales efforts to ensure smooth lead generation. The best way to do this is to use a professional tool like meetergo.
  5. Personalized communications: use personalized emails and marketing communications to generate interest and build trust.
  6. Social media presence: use social media to promote your brand and reach potential leads.
  7. Lead Nurturing: nurture your leads by providing them with relevant content and offers on a regular basis.
  8. Lead Management Tools: Use lead management tools to make your lead generation more efficient and manage it.
  9. Regular analysis: Monitor and analyze your lead generation processes regularly to identify and improve weaknesses.
Internet Marketing

How do you generate leads in B2B marketing?

In B2B marketing, there are several methods to generate prospects. Here are 9 of the best methods that are particularly effective for B2B companies:

  1. Content marketing: This involves providing informative content to attract and retain prospects. Whitepapers, eBooks, blog posts, and webinars are good examples.
  2. Inbound Marketing: Inbound marketing refers to a strategy to attract potential customers through relevant and useful content.
  3. Email marketing: a personalized and well-segmented email campaign can be an effective way to generate B2B leads.
  4. Social media: Social media platforms offer a wide reach and make it possible to reach the target group.
  5. Lead management: Effective lead management can help guide prospects through the sales cycle.
  6. Marketing automation: Marketing automation facilitates lead generation by automating processes and enabling better monitoring.
  7. Sales-Qualified Lead (SQL): A SQL strategy can help improve lead quality and drive higher conversion.
  8. Sales: Close collaboration between marketing and sales can help optimize lead generation. Sales KPIs are a good measurement tool.
  9. Lead generation process: A well-defined lead generation process can help reach and engage potential customers more effectively.

Define and qualify B2B leads

Defining and qualifying B2B leads is an important part of the B2B lead generation process. A B2B lead is a company or individual who has an interest in a product or service for business use. To qualify B2B leads, certain criteria must be met, such as relevance of need, budget readiness, and decision-making authority.

This information may be collected via surveys, online forms, website visitors, social media, email marketing, marketing automation, and other methods. This data is then used to determine whether or not a lead is considered qualified. A qualified B2B lead is one that has a higher level of interest and a higher likelihood of becoming a customer.

Lead qualification

Lead qualification is an important step in ensuring your sales team isn't wasting time and energy focusing on the best potential buyers. By focusing on qualified B2B leads, you can increase your sales opportunities and make the best use of your resources.

Sales Representative in Inbound Lead Generation

Plan successful lead generation campaigns

Successful lead generation campaigns require thorough planning and preparation. Here are a few steps that can help you do that:

  1. Define target audience: Understand your target audience, their needs and requirements.
  2. Set goals: Define clear and measurable goals for your campaign.
  3. Budget and resources: review your budget and resources and make sure you have sufficient funds to achieve your goals.
  4. Select channels: Select the appropriate channels for your target audience and optimize them for lead generation.
  5. Create content: Create relevant and engaging content that engages your target audience and leads to leads.
  6. Tracking and analysis: Monitor and analyze the performance of your campaign to identify future optimizations.

By following these steps, you can plan and execute successful lead generation campaigns that lead to qualified potential buyers and successful business.

lead generation methods

Which measures are suitable for lead generation B2B?

As a company, it is of great importance to identify and acquire potential customers in order to drive your own business development. But which measures are particularly suitable for generating B2B leads?

How to identify companies that visit your websites

Companies in today's business world need to be extra vigilant about who visits their website in order to generate valuable leads. However, this is not always easy, as most website visitors remain anonymous.

Fortunately, there are tools like meetergo that helps companies discover the identity of their website visitors in a DSGVO-compliant way. With meetergo, you can optimize your B2B lead generation strategy by learning more about your target customers and making better decisions. Use meetergo to learn more about your website visitors and improve your lead generation.

Advertising / Traffic Generation

Advertising and traffic generation are key elements of B2B lead generation. In order to direct potential customers to your website and arouse their interest in your offer, it is important to place targeted advertising and generate traffic to your site. Various measures such as Google Ads, social media advertising or content marketing can be used for this purpose.

However, it is important that your advertising campaigns are well planned and thought out to be highly effective. The target audience must also be precisely defined to achieve high relevance and a higher conversion rate.

Google Ads

Google Ads is one of the most well-known and effective platforms for online advertising. It allows companies to place their ads directly on Google to generate traffic to their website and reach potential customers.

Ads are placed based on specific keywords that users enter into the search engine. Companies can precisely define the target group of their ads and reach targeted potential customers. Effective B2B lead generation can be realized with Google Ads.

Email marketing

Email marketing is an effective way to directly address potential customers. Through targeted segmentation and personalization of email campaigns, one can achieve a high open and click-through rate. With email marketing, you can directly address a large target group and inform interested parties about offers, news or other relevant topics.

It also makes it possible to automate the lead-nurturing process and guide potential customers along the path to a purchase decision. Email marketing can also be combined with other marketing tools such as landing pages and forms to maximize lead generation.

Landing pages

Landing pages are an important part of B2B marketing. They serve as landing pages for advertising campaigns to attract potential prospects. Landing pages should clearly define what the company offers and why the visitor landed on this page.

By using strong calls-to-action and clear offers, visitors' interest can be aroused and used for lead generation. An optimized landing page is designed to be user-friendly, fast and engaging. It is important that it works on different devices and that it is aligned with the content of the advertising campaign to achieve optimal conversion.

lead magnet

Lead magnets

Lead magnets are a valuable tool in B2B lead generation. They are used to attract prospects with a free offer, such as a whitepaper, newsletter, e-book, or free trial membership, and capture their contact information. whitepaper leads are particularly successful in B2B lead generation.

These contacts can then be used for further marketing efforts to qualify and convert the prospects. Lead magnets should be well thought out and offer real value to the prospects to achieve high conversion. The look and usability of the landing page offering the lead magnet should also be appealing and compelling.

Social media

Social media is an important channel in B2B lead generation. It offers companies the opportunity to reach their target audience directly and generate interest through targeted content and advertising. Social networks such as LinkedIn, Twitter and Facebook provide platforms for B2B companies to increase their brand awareness, generate engagement and reach potential customers.

A good social media strategy involves identifying the right platforms, understanding the target audience, and creating relevant, engaging content. Through targeted advertising campaigns, B2B companies can generate additional leads and support their lead generation efforts.

Lead Capture Form

Lead Capture Forms, also known as lead capture forms, are online forms that companies use to collect information from potential customers. They serve as an important step in the lead generation process and allow companies to collect potential customer contacts for further marketing activities later on.

Lead capture forms can be used on landing pages, the company website, or even on social media. Typically, they ask the user to provide their name, email address, and other relevant information. This information is then added to a contact database and can be used by the company to send personalized marketing messages.

To maximize conversion from visitors to prospects, it's important to make lead capture forms engaging, easy to fill out, and relevant to the user's needs. Using lead magnets, such as eBooks or webinars, can also help increase conversion.

In summary, the use of lead capture forms is an important component of a successful B2B lead generation strategy.


Webinars are an effective way to generate B2B leads. They allow companies to reach a large audience at once and provide an opportunity to showcase their products and services. Webinars can be live or recorded and offer interactivity by including a Q&A session or live demo.

To successfully generate prospects from webinars, it is important to choose an engaging topic, prepare an excellent presentation, and include a strong call-to-action. Also, it can be helpful to launch a marketing campaign around the webinar to reach a large number of participants.

Image by upklyak on Freepik lead generation

How does marketing automation work in practice?

Marketing Automation is a technology that enables companies to automatically manage and deliver personalized marketing campaigns. This technology uses data and behavioral patterns from target audiences to automatically deliver personalized offers, emails, content, and messages.

By using marketing automation, companies can save time and resources by automating manual tasks while increasing their marketing efficiency. Implementing marketing automation requires thorough planning and monitoring to ensure that the technology is used effectively and efficiently.

In addition, it is important to have a clear understanding of the company's goals and requirements in order to select the right tools and processes that best fit the company's needs. Using marketing automation also allows companies to better manage and leverage their leads. This allows them to conduct personalized and relevant communications with their leads, resulting in higher conversions and better customer relationships. Overall, using marketing automation can be an important part of a successful B2B lead generation process.


What are MQL and SQL?

A Marketing Qualified Lead (MQL) or in plural Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) are central terms in B2B lead management. MQLs are prospects who have already shown some interest in your product or service and have been generated through marketing activities.

They have a higher potential to lead to a conversion than other leads, but are not yet ready for a direct sales contact. SQLs, on the other hand, are leads that have been qualified by the sales team and are ready for direct sales contact.

It is important to correctly identify and manage both types of leads to make the lead management process efficient and successful.

What are the different lead types?

There are a variety of different lead types in B2B marketing. These include Cold Leads, Warm Leads, Qualified Leads, Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

Cold leads are leads that do not yet have a connection to the company or its products and are accordingly cold.

Warm leads have already shown interest and have signed up for a newsletter, for example.

Qualified Leads are leads that are considered particularly interesting for the company due to their qualifications.

MQLs are leads that are considered particularly interesting for marketing, while SQLs are considered particularly relevant for sales.

It is important to identify and understand these lead types in order to successfully plan and implement lead generation campaigns.

What do lead scoring and lead nurturing mean?

Lead scoring and lead nurturing are two important concepts in lead generation that aim to improve the quality of leads and ensure they are mature enough to be converted into potential customers. Lead scoring refers to the evaluation of leads based on certain criteria, such as interest in your product or service, maturity, and readiness to buy.

This assessment helps you prioritize leads and ensure you are focusing your resources on the most appropriate leads. Lead nurturing refers to the process of regularly contacting and interacting with leads to maintain and strengthen their interest. It can also be about providing them with relevant information and offers to increase their propensity to buy.

What is B2B Content?

Refers to content created by companies for other companies. It is used to inform and convince potential customers and business partners about products and services.

Content can be delivered in the form of blog articles, e-books, white papers, infographics, and webinars. B2B content marketing aims to generate and nurture potential buyers through informative and valuable content. In doing so, it is important to understand the target market and create content that addresses its needs and challenges.

How does lead generation work in B2B?

Lead generation in B2B can be done in many different ways. One important prerequisite is to define the target group precisely and understand what its needs are. On this basis, targeted marketing measures can then be taken to generate leads.

For example, content marketing, email marketing, landing pages, social media, or webinars can be used for this purpose. Lead magnets can serve as an incentive for potential customers to provide contact information. Lead capture forms can then be used to capture this information.

Marketing automation can be used to further optimize lead generation and carry out targeted nurturing measures. There are different lead types that can be evaluated and nurtured through Lead scoring and lead nurturing.

What is B2B Lead Generation?

B2B lead generation is a process in which companies identify target customers and then engage them through various marketing activities to pique their interest and get them to submit their contact information, such as their email address.

Content marketing plays an important role here, as it involves drawing potential customers' attention to the company through relevant and appealing content. Once a potential customer provides their contact information, they are designated as a Marketing Qualified Lead (MQL) and can now be guided further through the sales process.

What is a B2B lead?

B2B leads are prospects relevant to a business-to-business (B2B) product or service. A B2B lead is typically a company or individual who is classified as a potential customer. These potential buyers are generated through various marketing activities such as content marketing, email marketing, or through the use of lead capture forms.

To qualify a B2B lead, certain criteria must be met, such as providing a valid email address. Once a B2B lead is qualified, it can become a Marketing Qualified Lead (MQL), which means it is classified as ready for sales.

What does a B2B lead cost?

The cost of a B2B lead can vary and depends on a number of factors. Some of these factors include the industry you're in, the audience you want to target, and the type of lead generation tactics you use. Some lead generation methods, such as social media marketing or email marketing, may be more cost-effective than others, such as PPC advertising or lead buying. It is important to note that a higher price does not necessarily mean a higher quality lead. It's important to do a thorough analysis to make sure you're getting the best value for your money.

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