Intro to Lead Gen for B2B Companies

Lead generation encompasses many customer acquisition techniques, and its definition can vary between different companies.

Let’s start from a common definition of what lead generation means to us at Klarity.

Lead generation refers to any data-informed activity whose primary purpose is to attract qualified buyers of your offering or stimulate their interest.

Leads may spend a long time at the top of your sales funnel educating themselves about your product or service before moving into the next stage, or move rapidly into the qualification stage — either on their own or directly as the result of a timely engagement from you.

Many companies make the mistake of wasting resources on people who are uninterested to begin with, and qualifying your leads is an important step of the sales process.

This process will become more clear in the next section and in our section on the funnel.