B2B lead generation is not easy for sales and marketing teams. It’s not as simple as B2C marketing where people click on an Instagram ad and buy something within minutes. The B2B customer journeys and sales processes are long and tedious.
That’s probably why lead generation is a top priority for 65% of B2B marketers and sales and marketing teams, according to a ViB report.
B2B customers take their time considering various options and research to make decisions. Making a B2B buyer aware of and interested in your product is not an easy task, but with the right B2B lead-generation strategies, it becomes easier.
In this guide, we’ll provide you with a handpicked list of the best B2B lead-generation strategies that actually work for sales teams in 2025.
What Does B2B Lead Generation Mean?
B2B lead generation involves attracting prospective customers to your business and collecting their contact details. Sales teams can solicit and generate sales leads in numerous ways, from cold calling to social media, which are often empowered by tools like telemarketing and cold calling software.
Who you consider B2B leads can change depending on your specific goals. For instance, do you want more people to sign up for your email list? Are you interested in attracting more social media followers?
A lead could be a person who signed up for your newsletter, a new social media follower, or a prospective buyer who gave you their business card.
Once you capture a lead, i.e. get their contact information, you can engage with them to turn them into buyers. That’s the power of lead generation—it brings new prospective buyers into your sales funnel. Without it, you won’t be able to win new customers.
How is B2B Lead Generation Different From B2C?
B2C and B2B marketing share lots of the same fundamental goals and strategies. However, a major ingredient in the equation — the target audience — vastly differs between the two.
For instance, when you’re creating buyer personas for your B2B content marketing strategy, you likely focus more on your target audience’s professional needs and goals. A B2C marketer focuses more on personal traits.
Additionally, when you’re coming up with potential lead sources, you’ll likely consider corporate-related materials and
