Definition
Lead generation covers everything a company does to find new potential buyers. Inbound lead generation brings people to you through content, search and referrals. Outbound lead generation goes to them through cold calls, cold emails and social outreach. Most B2B companies use a mix, but outbound is the part you can switch on and scale quickly.
How It Works
Outbound lead generation starts with a clear description of your ideal customer: industry, company size and the job titles that buy. From there you build a list of matching companies and contacts, reach out by phone or email, and qualify the people who respond.
Qualified leads become meetings, and meetings become your sales pipeline. Measure lead generation by what it produces further down: meetings held and deals opened, not just the number of names on a list.
A small, accurate list of the right companies usually beats a large list that callers can't reach..