WHAT IS
LEAD GENERATION?
Everything you need to know about lead generation: from definition to methods and how to generate more qualified B2B leads for your business.
What Exactly Is Lead Generation?
Lead generation is the process of attracting and collecting contact information from potential customers who show interest in your product or service. The goal is to build a pipeline of qualified prospects that your sales team can approach.
In the B2B world, lead generation revolves around identifying companies and decision-makers that fit your ideal customer profile (ICP). This can be done through various channels: from cold outreach and content marketing to LinkedIn outreach and events.
"A lead is someone who has shown interest. A qualified lead is someone who also actually fits what you are selling."
Lead Generation In Numbers
TYPES OF LEADS
Not every lead is the same. Understand the difference to make your sales more effective.
Lead Temperature: From Cold To Hot
Cold Lead
No prior interaction with your company. You approach them proactively. Requires more effort to convert.
Warm Lead
Has already interacted: visited website, downloaded content, or attended an event. Shows interest.
Hot Lead
Actively looking for a solution. Has budget, authority, and timeline. Ready for a conversation.
MQL
Marketing Qualified Lead
A lead that has shown interest through marketing activities but is not yet ready for direct sales contact.
SQL
Sales Qualified Lead
A lead that has been assessed by sales and meets the criteria for a sales conversation.
LEAD GENERATION METHODS
The most effective ways to generate B2B leads.
Outbound Prospecting
Actively approaching prospects via phone, email, and LinkedIn. You decide who you approach and when. Direct results, fully in your own hands.
Content Marketing
Creating valuable content that attracts your target audience. Blogs, whitepapers, videos, and podcasts. Builds authority and attracts organic leads.
LinkedIn Outreach
Targeted connecting with decision-makers on LinkedIn. Combination of organic posts and direct messages. Ideal for building B2B relationships.
Email Marketing
Targeted email campaigns to your audience. From cold outreach to nurturing sequences. Scalable and measurable.
Events & Webinars
Organizing or attending physical and online events. Face-to-face contact builds trust. High-quality leads that already show interest.
SEO & Inbound
Being found by people actively searching for your solution. Long-term strategy that consistently delivers leads.
BENEFITS OF LEAD GENERATION
Why every B2B organization should invest in structural lead generation.
Predictable growth
A constant stream of new leads ensures predictable revenue. No longer dependent on chance or network.
Shorter sales cycles
Qualified leads convert faster. Your team spends time on the right prospects.
Lower acquisition costs
Systematic lead generation is cheaper than ad-hoc sales. Economies of scale with growth.
Better targeting
You reach exactly the companies and people that fit your ideal customer profile.
Measurable results
Everything is measurable: cost per lead, conversion rates, ROI. Data-driven decisions.
Scalable system
A well-designed lead generation system grows with your business.
Frequently Asked Questions About Lead Generation
Answers to the most common questions.
What is the difference between lead generation and demand generation?
Lead generation focuses on collecting contact information from potential customers. Demand generation is broader: creating awareness and demand for your product, even among people who are not yet ready to leave their information. Both are important and complement each other.
How much does a B2B lead cost on average?
The cost per lead varies greatly by industry and method. On average, a B2B lead costs between 50 and 500 euros. It is important to look not only at cost per lead, but at cost per qualified lead and ultimately cost per acquired customer.
What is BANT and why is it important?
BANT stands for Budget, Authority, Need, and Timeline. It is a framework for qualifying leads. Does the lead have budget? Is it the decision-maker? Is there a real need? And when do they want to decide? A lead that meets all criteria is ready for sales.
How long does it take for lead generation to deliver results?
Outbound lead generation can deliver results within weeks. Content marketing and SEO take more time: expect 3-6 months for structural results. A combination of both gives the best results in the short and long term.
Should I outsource lead generation or do it myself?
That depends on your situation. Doing it yourself gives control but costs time and expertise. Outsourcing to an agency like Match-day gives you immediate access to expertise and a team, without the fixed costs of your own staff.
READY TO GENERATE
MORE LEADS?
Match-day helps B2B companies with structural lead generation. From strategy to execution. Schedule a no-obligation conversation and discover what we can do for you.