Guide
What Is B2B Lead Generation? A Practical Guide
B2B lead generation is the process of finding businesses that are likely to buy what you sell, collecting a way to reach them, and prioritising the best fits. Done well, it hands your sales effort a short list instead of a phone book.
Where leads come from
- Search engines and maps (business listings, reviews, websites)
- Directories and niche marketplaces
- Social and community signals (hiring, complaints, questions)
- Job boards and freelance platforms for project-based work
Qualification
Not every match is a lead. Qualification filters on fit (industry, size, location) and intent (are they actively looking or showing a buying signal?).
Scoring
A score ranks leads by fit, signal freshness, and reachability so you contact the strongest first. LeadGen assigns a 0–100 score per lead.
Verify before you send
Sending to dead inboxes hurts deliverability. Verify email syntax and domain (MX) first — see the email deliverability guide below.