The lead generation process often marks the tipping point between success and stagnation. Marketing and sales teams in B2B companies find that designing and refining their lead generation process is their biggest challenge in maintaining sustainable growth. In the digital era, the way of engaging with potential customers has changed radically: it is no longer enough to “launch” messages and wait for results, but rather a systematic system of attraction, qualification, and nurturing is required to guide the prospect to the purchase decision. This vision, which combines data, technology, and a deep understanding of customer behavior, is what we will develop throughout this article.
In the following sections, we will present seven key steps to build a successful lead generation process, delving into how each one contributes to converting prospects into real business opportunities. We will also address the relevance of excelling in outbound marketing (especially in B2B), and discuss the most common mistakes companies make when executing these tactics. By the end of the reading, you will have a clearer and more structured view of how to strengthen your organization’s growth through a solid lead-generation process.
Steps of a lead generation process
In B2B, a well-defined lead generation process can differentiate a sales funnel full of genuine opportunities from a list of generic leads that lead to no conversions. Here are seven steps to implement an effective and sustainable strategy for new customer acquisition.
1: Defining the ideal customer profile (ICP)
The first step in establishing a solid lead generation process is to define precisely who we want to reach. Known as the ICP (Ideal Customer Profile), this profile describes the characteristics of the company or decision-maker we are targeting. Factors such as the size of the organization, the industry, the turnover, the level of decision-making within the corporate hierarchy or even the commercial and technical challenges they face can determine whether a lead is attractive (or not) for our solution. Knowing the ICP well multiplies the effectiveness of outbound campaigns, as it avoids wasting resources on audiences that will never buy.
To achieve a detailed ICP, the marketing team should work hand in hand with sales, analyzing the most profitable and long-lasting current customers. What do they have in common? What are their most frequent problems, and how have we solved them? With these answers, we will be able to build a portrait very close to that of our ideal customer and, in turn, delimit the essential attributes to initiate commercial contact. In this way, email marketing campaigns, cold calls, and targeted ads will have a firm and coherent base. Remember that an ICP is not static: it should be reviewed periodically to adjust it to market changes and the evolution of our value proposition.
2: Design the value proposition
The second step requires articulating a clear and differentiated offer that resonates with the needs and aspirations of our ICP. The best strategy to stand out is to “find the people who are already ready to hear our message,” which implies that we must shape a proposal that responds to the specific challenges faced by the prospect. It is not enough to list features of our product or service; it is essential to express the benefit that the customer will obtain, how much time or money we will save, or what improvements in performance and competitiveness he or she will be able to experience.
In B2B, the value proposition is enriched by showing testimonials from other satisfied customers, industry benchmarks, or metrics that demonstrate success. We can also include in the proposal elements such as user guides, white papers, or demos that help the prospect to perceive, tangibly, the usefulness of our solution. A concrete and differentiated offer reduces the “paralysis by analysis” that often afflicts decision-makers when they receive multiple similar commercial proposals. When the offer is well aligned with the ICP, our chances of converting a lead into an opportunity increase dramatically.
3: Build a multichannel strategy
In today’s hyper-connected world, it is insufficient to focus the lead generation process on a single channel. While email marketing and cold calling are common B2B tactics, it is increasingly important to combine these channels with a presence on LinkedIn, valuable content creation (inbound marketing), attendance at industry events and remarketing campaigns. This does not mean that we should be on all possible channels, but that we should select those where our leads are informed and make decisions.
Multichanneling facilitates contact at different times: a prospect may ignore our first email, but react positively to a personalized message on LinkedIn or attend a webinar where we present a success story. It is key to orchestrate these channels so that they act in sync. For example, we can send an email, and then make a call. If they don’t respond, reinforce with a message on LinkedIn and, if still unsuccessful, offer to download a specialized report that addresses the issue we have detected in their company. This approach, based on strategic orchestration, highlights the need to reach the decision-maker from different angles to “breakthrough” the first contact barrier.
4: Creating valuable content (Nurturing)
The fourth step in our lead generation process consists of designing and distributing content that accompanies the lead in its maturation process. Not all leads are ready to buy on first contact. Many need to compare options, understand more about the solution we offer and, above all, trust that we are the right company to solve their needs. Here, content marketing (e-books, blogs, videos, webinars, case studies) plays a key role.
Content creation should not focus on excessive self-promotion. Rather, it seeks to answer specific questions and anticipate common objections. For example, an e-book entitled “How to Optimize Logistics in the Pharmaceutical Industry” will be of interest to laboratory operations managers, as long as it is based on concrete data and examples. This content can then be distributed as a “bargaining chip” to get leads to provide their contact information or to initiate a dialogue with them. These valuable materials nurture the lead and demonstrate our company’s expertise, increasing the predisposition to engage in a deeper business conversation.
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The best strategy to stand out is to “find the people who are already ready to listen to our message”.
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5: Implement a lead qualification system.
Although we can attract numerous prospects, not all of them will have the same level of interest or the same buying power. To prevent the sales team from wasting time with poorly qualified leads, it is essential to set up lead scoring. This system assigns points to contacts according to their profile (company size, position, industry) and their behavior (opening emails, content downloads, participation in webinars, etc.). This way, we will know at what point a lead is interested enough to be passed on to the sales team.
Lead qualification also serves as feedback for marketing tactics. If we detect that many leads stagnate in the middle of the funnel, we can review what content or interactions are missing to motivate them to move forward. On the contrary, when a lead accumulates many points (for example, attends two webinars, downloads an e-book, and requests a demo), it is likely to be ready to hold a commercial meeting. The importance of segmentation and intelligent classification of potential customers to increase efficiency in communication and persuasion.
6: Align marketing and sales
In many B2B contexts, the biggest obstacle in the lead generation process is the disconnect between the marketing and sales teams. If marketing generates leads, but sales feel they are not of the required quality, tensions arise and the pipeline suffers. To resolve this, it is imperative to establish a common language, shared goals, and a fluid communication flow between both departments.
A best practice is to clearly define at what point a lead becomes an MQL (Marketing Qualified Lead) and when it becomes a SQL (Sales Qualified Lead). Also, agree on the maximum time that sales should take to contact a lead that has been qualified. A lead who waits too many days to receive a call or a follow-up email may lose interest or turn his or her attention to the competition. This coordination is based on the principle that speed and consistency in interactions determine whether the prospect will feel valued or ignored.
7: Monitor, measure, and optimize
The last step is constant monitoring and optimization of the lead generation process. No strategy remains unchanging: market conditions change, new technologies emerge and competitors adopt new tactics. Therefore, we must establish KPIs (key indicators) that show whether the volume of leads is growing and, above all, whether the quality of those leads translates into concrete sales. These KPIs include: lead-to-opportunity conversion rate, cost per lead (CPL), and return on investment (ROI) associated with each channel. The idea is that, based on this data, we can adjust segmentation, messaging, mail sequences, call scripts, and content offered. If, for example, we detect that a webinar provides leads with a high conversion rate, it may be appropriate to organize more events of this type or delve deeper into the topics that are of greatest interest.
How to stand out in outbound with a lead generation process
Although inbound marketing has become increasingly popular in recent years, outbound prospecting continues to be a mainstay for many B2B companies that want to proactively reach strategic decision-makers. Below, we’ll explore the keys to making your outbound actions stand out, gaining relevance and tangible results.
1. Surgical segmentation
To stand out in outbound, the first rule is precise segmentation. It is not enough to send mass mailings or call indiscriminate lists, each outbound action must focus on very defined lists, composed of prospects that meet the profile of the ideal customer. The more “surgical” our approach, the more likely we are to start interesting conversations and connect with people who have the need and the budget to adopt our solution.
The use of business intelligence tools and specialized databases can be of great help in obtaining the right information about each prospect, such as their turnover, staff size or recent projects. With this data, we can personalize messages so that the recipient feels that we are speaking directly to their concerns and objectives. This level of personalization is what makes the difference compared to generic outbound campaigns that are often considered spam by recipients.
Segmentation not only involves geography or company size but also the internal mapping of each targeted organization. In B2B, the purchasing manager may have financial veto power, but the technical influence rests with the engineering manager, and the general manager is involved in the final decision. Understanding how these dynamics work allows us to focus each message on the right partner, addressing their specific motivations and objections.
2. Personalization and relevance
The second key aspect to stand out in outbound is in-depth personalization. Every message, every contact, must demonstrate that we understand the prospect’s reality and that we care about their success. This applies to both mailings and cold calls. A personalized greeting, a mention of a recent company event, a comment on a challenge mentioned in an interview or on your corporate blog… all these details build relevance and foster closeness.
Relevance also means contextualizing our offer within the problem or goal being pursued by the company we are targeting. For example, if we have identified that a company is looking to expand into the Latin American market, our outbound message should revolve around how our solution will facilitate that process, rather than just listing generic product features. To the extent that the prospect perceives that “fit” with their need, the likelihood of receiving a response or, at least, of them taking the trouble to explore the proposal will rise.
Finally, relevance is strengthened by offering a clear “next step” that is not overwhelming or ambiguous. It may be to schedule a brief 15-minute call, download a report, attend a webinar, or answer a diagnostic questionnaire. The goal is to chart a logical path, demonstrating that our intention is not simply to “sell,” but to guide the prospect toward a possible solution, providing value in each interaction.
3. Consistency and contact sequences
Standing out in outbound also requires constancy and consistency in contact sequences. It is not uncommon for the first mail or call to go unnoticed, or for the prospect to be busy at that moment. Hence, the relevance of planning sequences that combine different channels (mail, call, LinkedIn), with appropriate intervals and progressive messages. Strategic repetition, when well orchestrated, increases familiarity and the possibility of reactivating the recipient’s interest.
Sequences also allow you to insert nurturing elements (valuable content, customer testimonials, success stories) so that each interaction brings new information to the prospect. This reinforces the idea that we are not a company that sends generic mailings, but a reliable partner attentive to industry challenges. It is advisable to set a limit of attempts (for example, 6–8 contacts in 45 days) and measure response rates on each of them to refine the approach over time.
Finally, consistency is reflected in the coherence of the message throughout the customer journey. If in the first email we emphasize, for example, cost reduction, we must maintain that line of value in subsequent calls or LinkedIn messages, so as not to generate contradictions that confuse the prospect. To the extent that the discourse remains unified and supported by credible data and examples, the outbound will gain in solidity and will be better positioned against the alternatives that the lead may be exploring.
Outbound mistakes during the lead generation process
Despite the importance of outbound in B2B lead generation, many teams make mistakes that hinder its effectiveness. Below, we identify some of the most common mistakes and their possible solutions.
Lack of prior research
One of the biggest sins of outbound is contacting a company without having done a minimum amount of research into their situation or needs. The prospect immediately perceives when the message is generic and does not respond to their specific concerns. We reiterate the relevance of investing time in prior research, analyzing the industry, competitors, and the prospect’s public statements, as well as any recent news affecting your operation.
Lack of research leads to empty messages, which may even be perceived as spam. In addition, resources are wasted on leads that are not in the ICP or that do not present the minimum conditions to engage in a commercial conversation. To avoid this, it is advisable to establish a “quick check” protocol that allows, in just a few minutes, to confirm that the company meets essential requirements and, above all, to identify an angle for personalizing the initial approach.
On the other hand, research should not be limited to a cursory glance at the prospect’s website. Sometimes, checking their LinkedIn profile, examining their social networks or looking for official releases about mergers or launches can reveal information that adds great value to the message. That “small dose” of extra effort can turn an ignored email into an intrigued lead who decides to respond.
Over-technicality or self-promotion
Another common mistake occurs when the outbound message focuses too much on the product and its technical features, rather than on the benefits or solutions it proposes. B2B communication, while it may involve technical details, should not forget that it is people who make the decisions, and those people need to see clearly what problem will be solved and how it will impact their business objectives.
Excessive self-promotion can also manifest itself in cold calls where the salesperson, after introducing himself, starts listing the virtues of the company, its history, and its portfolio of solutions without stopping to learn the prospect’s point of view. A more effective approach is to start the conversation with relevant questions and demonstrate empathy for the prospect’s situation. That way, it will be more natural for the prospect to open up and share details that confirm whether or not there is a potential business fit.
In emails, self-promotion is noticeable when half a paragraph is devoted to “we are leaders in…” or “we have won such awards…”. While it may be useful to mention credentials and achievements to build trust, it is best to do so subtly and focus on how those capabilities translate into concrete benefits. An email that does not pass the “relevance filter” will be quickly discarded in the inbox, and your brand will be associated with dozens of messages that never capture the recipient’s attention.
Not following up or abandoning it too soon
Finally, one of the most costly mistakes in outbound is not following up properly or abandoning it after the first unsuccessful attempt. An unanswered call, an unanswered email, or an unanswered LinkedIn message should not be considered a definitive rejection. Many decision-makers are overloaded with work and communications, so they sometimes need several reminders before they can react to our offer.
The key lies in planning a follow-up schedule (sequences) that combines different channels. This strategy increases the visibility of our message and makes it easier for the prospect, at a time of greater availability, to decide to respond. However, it is important to manage a balance: too much or too frequent insistence can be counterproductive. Common sense, coupled with data on the prospect’s behavior, will guide us in the right cadence.
Likewise, giving up too early can cause us to lose valuable leads. Some studies indicate that nearly 80% of sales require at least 5 follow-ups before closing. If we stop trying after the first email or the first call, we will be depriving ourselves of taking advantage of that high percentage of opportunities that arise with perseverance. The recommendation is always to manage interactions with a CRM, scheduling reminders to contact again and recording the responses or feedback obtained, so that each communication is increasingly relevant.
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Studies indicate that about 80% of sales require at least 5 follow-ups before closing.
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Conclusions
A solid and well-orchestrated lead generation process has become a major differentiator. Throughout this text, we have discussed seven essential steps in building such a process: from defining the ideal customer to implementing a qualification system and constantly aligning marketing and sales. Authors such as Philip Kotler, Aaron Ross, and Jill Konrath have reinforced the idea that to thrive, isolated actions are not enough; a methodical, iterative, and data-driven approach is required to guide every decision.
Ultimately, leading a proper lead-generation process increases the volume of sales opportunities, and boosts the efficiency and motivation of the marketing and sales team. By focusing efforts on truly qualified leads, frustration, and attrition are reduced, and the probability of conversion increases. With a multichannel approach, personalized and supported by a measurement system, you will be prepared to excel in outbound and avoid the mistakes that cost the most in time and resources.
We invite you to review the structure of your process, to correct or perfect the steps you consider weak, and to persevere in adopting the best practices exposed here. In this way, your organization will be able to move towards sustainable growth, driven by an increasingly robust lead pipeline and high-impact outbound strategies.
