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How to lead generation?


  • Leads contacts to potential customers, which can be reached, for example, through the actions that these people perform on the website

  • Lead generation = Gaining contacts to potential customers in order to later turn them into paying customers

  • Prospects = users (leaders) who have already shown more serious interest (for example, communicated with the company by phone about the product or service)

  • Conversion actions that the (potential) customer performs (news subscription, product purchase) and are very important for the company

  • Marketing funnels = they represent a system of activities that are part of a marketing campaign and copy the path of a (potential) customer

  • Outbound marketingmarketing, where the goal is to identify a certain audience of potential customers, introduce them to the product and persuade them to buy (for example, bulk sending of e-mails or contacting by phone)

  • Inbound marketing Reaching potential customers at a stage when they are already aware of a problem they are facing, in order to explain the problem to them and offer help in solving it (blog posts, e-books, webinars


What about marketing and business in B2B?

Marketing has historically focused more on the B2C segment and accordingly it looks like it is mostly taught in schools
and how it is perceived by many clients with whom we come into contact. "We have a business based on personal
contact - there is definitely no room for any automation - marketing does its thing there and we make money from
the business -"

In this article, we will try to show you the first steps to how marketing can work in B2B so that it cooperates with the
business and specifically to generate relevant contacts, the so-called "lead generation".



Strategy, customer journey... where to start?

In the beginning, it is definitely good to think about what product we have, for whom it is intended and other
marketing lessons. For our article, let's skip these basics and jump straight into thinking about how to get our product
to a customer, or a customer to our salesman.

"Outbound sales" - the principle of pressure - we will address a customer who has shown no interest in our product,
but we will explain why he should want it and what it will bring him.

“Inbound sales” - the principle of the move - we act as a consultant to a customer who has already shown interest in
our product (by clicking in the email, leaving a contact in the form…)

Both approaches have their pros and cons, and in practice we prefer to combine them, because we believe that "cold
call" still have a place in business. I once even heard from a friend that he would make a few "cold calls" sometime in
the morning to keep from stunting. However, in this article we will focus on the "Inbound" approach and lead

Before we get to the sources of contacts themselves, we need to understand what the customer journey is.

The customer journey can be described very comprehensively, but there is no room for this in this article. Simply put,
the path of a potential customer can be divided into three phases. First, he becomes aware that a need has arisen
that he would like to satisfy. He then considers which product or service to choose to satisfy, and in the end he
decides on one of the options considered. We need to think about what steps a potential customer must go through to
become a real customer, and how to use awareness of these steps to make a campaign a success. Each path requires
the implementation of different methods. The aim of these methods is to help the customer get as far as possible on
their journey, if possible to the end, which is the purchase of the offered product or service, at best also satisfaction,
subsequent loyalty and other future purchases.



Sources of leads and how to get them?

Usually there are several ways to engage a customer on the web and push him to leave us in touch. It will be ideal if
we determine our own customer path with a different motivator for each type of customer and then we combine these
paths. Below we mention the most common ones.


Consultation for free

Inbound marketing can be generated for example by providing a free consultation. It can be added to potential
customers as they browse your site. The invitation to answer the questions itself offers the possibility that the website
visitors will become and subsequently also paying customers. This path is suitable for companies providing services
or focusing on very valuable products.


Downloadable content

Offered downloadable content (e-books, product information) promoted on social networks, for example, increases
trust and loyalty. It is also a great opportunity to get contact information from new leaders - but not too much should
be required so as not to discourage them.


Live demo

Another option is to present the product live. Interested parties can join the online meeting and better understand
how the product works, ask questions and replay the meeting later if they missed something. It is recommended to
demonstrate the product regularly in this way, to inform enough about it and to add links to the purchase of products
and subscription to the newsletter to the page where the event takes place. This is typical for software or eCommerce
companies, for example.



Webinars work on a very similar basis. However, they should not pay so much attention to the product or service that
the company offers, but rather serve as an opportunity to learn in the field, learn about the latest trends, meet people
from the company or guests from the industry. It is appropriate to create an appropriate registration page with the
name of the webinar, an engaging picture or short video and information about what is registered for the event, why
they should attend and what they will take away from it.


Interactive content (calculators, competitions…)

Interactive content can help potential customers in different parts of their journey. In the awareness phase, you can
use a questionnaire to ask about their needs, in the consideration phase, it is useful to implement a calculator to help
them get a better idea of ​​product prices and how much they will save if they decide on a particular option. At the end
of the journey where the purchase decision is made, it is appropriate to focus on promoting the brand and the value it


Blog posts

Leads can also be obtained through blog posts. These should be shared through social networks to raise awareness
and should provide enough relevant content for potential customers at different stages of their journey.



And finally?

In conclusion, we would like to mention that lead generation can be an effective way to link marketing and business
activities. In the digital world, you can use a variety of outbound and inbound ways to get in touch with potential
customers. If you have never heard of inbound marketing and you are upset, it is good to consult an expert / agency
in this area, which will push you in the right direction. In the last year, thanks to the pandemic, more agencies have
focused on B2B and more companies on digitization. And if you do not know the advice at all, contact us via the form
or button below, and we will advise/guide you on how to get your first leads to traders.