Lead generation is the set of activities used to find people or companies interested in your products or services and obtain their contact details, so you can turn them into customers over time. It is the first link in the sales chain: without new qualified contacts, even the best sales team stands still.
In this guide we look at what a lead is, how a lead generation process works, which channels to use in B2B and B2C, and how to measure results.
What a lead is
A lead is a contact who has shown interest in your offer and shared their details, for example by filling in a form, downloading a guide or entering a competition. Not all leads are equal:
- cold leads: generic interest, still far from buying;
- marketing qualified leads (MQL): match your target and have engaged with your content several times;
- sales qualified leads (SQL): have a concrete need and are ready for a sales conversation.
Why lead generation matters
Contacts used to come mainly from trade fairs, events and word of mouth. Today the buying journey almost always goes through digital channels: prospects research online, compare, read reviews and contact a supplier only once they have a clear idea. A lead generation strategy lets you:
- reach the right people before they choose a competitor;
- build a database you own and can use over time;
- make the flow of new sales opportunities predictable;
- measure precisely how much it costs to acquire a customer.
How a lead generation process works
- Define your ideal customer: industry, size, role, needs, objections. Everything else builds on this.
- Give people a reason to share their details: a guide, a webinar, a demo, a quote, a competition, a discount. The value must be clear and relevant to your target.
- Drive qualified traffic to dedicated landing pages through the most suitable channels (see below).
- Collect data correctly: simple forms, clear privacy consent, only the information you really need.
- Qualify and nurture contacts: with emails, content and automation, leads are guided until the right moment for a sales conversation (lead nurturing).
- Hand leads over to sales with shared rules and quick response times, tracking everything in your CRM.
- Measure and optimise each channel by cost per lead and, above all, cost per customer acquired.
Lead generation channels
| Channel | Best for |
|---|---|
| SEO and content | Low-cost leads in the medium term, reaching people searching for solutions |
| Google Ads | Existing demand, fast results |
| Social ads (Meta, LinkedIn) | Targeting by interests or job role, native lead forms |
| LinkedIn and social selling | B2B, direct contact with decision-makers (see LinkedIn Sales Navigator) |
| Co-registration | High volumes of profiled B2C contacts |
| Prize promotions and gamification | Contact collection with high engagement |
| Email, SMS and telemarketing on compliant lists | Activating and reactivating defined audiences |
| Events and webinars | Highly qualified contacts, especially in B2B |
B2B and B2C lead generation: the differences
- In B2B sales cycles are long, several people decide and quality matters more than quantity. Valuable content, LinkedIn, webinars and nurturing are central.
- In B2C volume, speed and cost per contact matter most. Promotions, competitions, co-registration and social ads are often the most effective tools.
Metrics to track
- Cost per lead (CPL) by channel and campaign;
- landing page conversion rate;
- share of qualified leads out of the total;
- lead-to-customer rate and customer acquisition cost (CAC);
- value generated by acquired customers over time.
A channel with cheap leads that never become customers is less profitable than one with more expensive but better qualified leads.
Common mistakes
- Focusing only on the number of contacts without qualifying them.
- Responding late: a lead contacted days later quickly goes cold.
- Long or unclear forms that make people give up.
- Incorrect privacy consent, making the database unusable.
- Marketing and sales not aligned on what a “good” lead is.
FAQ
How much does a lead cost?
It depends heavily on industry, target and channel: in B2B a qualified lead can cost much more than in B2C. More than the cost per lead, what matters is the cost per customer acquired.
Is it better to generate leads in-house or buy them?
Leads from your own campaigns are usually better qualified. Specialist suppliers can help with high volumes, provided consent is correct and verifiable.
How long does it take to see results?
With paid campaigns the first contacts arrive within days; with SEO and content it takes a few months, but the cost per lead falls over time.
Want to generate new qualified contacts?
E-Business Consulting designs and runs B2B and B2C lead generation campaigns: from target definition to landing pages, from Google and social campaigns to co-registration and prize promotions, through to CRM integration. Get in touch with us for a tailored project.
