How to Choose Business Lead Generators in B2B?

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How to Choose Business Lead Generators in B2B - cover photo

For B2B brands aiming to take their revenue to the next level, generating new leads is one of the most crucial stepping stones. After all, you can only upsell to your existing customers so much before hitting a ceiling. And referrals from current customers may not be enough.

That’s when choosing the right B2B lead generation tools and companies is crucial. The challenge, however, lies in navigating the myriad of options available. It’s not as easy as picking the most popular tool or agency out there; it’s about finding the ones that align perfectly with your business’s unique needs, product, sales cycle, and target audience.

This journey requires a strategic approach to ensure that your chosen lead generators not only attract new leads but also ensure they’re qualified enough to actually convert into loyal customers.

In this post, let’s dive into how you can make informed decisions in choosing the right lead generation companies and lead generation software solutions that will help fill your sales funnel with high-quality leads.

Evaluating Your Lead Generation Needs

Before diving into the specifics, it’s crucial to have a clear understanding of what you’re looking for. Consider your target audience, the complexity of your sales cycle, and your specific marketing goals.

  • Are you aiming for a broad reach or a highly targeted campaign?
  • Do you need a tool that simplifies the lead generation process, or are you looking for a lead generation service that offers a hands-off approach, or both?

Answering these questions will help refine your search.

Lead generation agencies specialize in comprehensive strategies tailored to your specific market and needs. They often provide a full suite of services, from market research and strategy development to execution and analysis. If your internal resources are limited or you prefer an expert to guide your lead generation efforts, partnering with an agency might be the right choice.


  • Possible to find extensive expertise and experience in your industry.
  • Comprehensive services from lead generation strategy to execution.
  • A more hands-off approach, allowing you to focus on other aspects of your business.


  • Can be more costly than other options.
  • Requires significant and frequent time commitment to communicate your needs and review progress.

On the other hand, lead generation tools are essentially marketing tools that enable you to manage and automate various aspects of your lead generation efforts. From CRM systems that track interactions with potential leads to marketing automation platforms that nurture leads through email marketing campaigns, software solutions let you streamline your sales process.


  • Offers greater control over your lead generation efforts.
  • Can be cost-effective in the long run.
  • Provides scalability as your business grows.


  • Requires an investment in internal training for effective tool adoption.
  • Shoulders all the accountability on your team, which may already have their plates full.

Then there are lead generation services that typically focus on specific aspects of the lead generation process, such as providing lists of cold leads and company details or setting appointments. These services can be a good complement to your existing efforts, especially if you’re looking to augment your pipeline quickly.


  • Quick way to boost your lead generation efforts.
  • Often pay-per-lead, which can be cost-effective.
  • No need for extensive training, communication, or integration.


  • Less control over the quality and targeting of leads.
  • Does not provide a holistic inbound lead generation approach, and relies heavily on a hit-or-miss outbound lead generation approach.

Put simply, choosing between agencies, software, and services boils down to your business’s specific goals, budget, and internal capabilities. If strategic guidance and a hands-off approach align with your needs, an agency might be the best fit. If you’re looking to maintain control over your lead gen efforts and scale your sales pipeline over time, software solutions could offer the best return on investment. Meanwhile, lead generation services can provide a quick influx of leads that you can outreach to immediately, but with no guarantee of returns.

That being said, regardless of the path you pick, it’s important to understand exactly what to look for when choosing B2B lead generation tools and companies. Let’s consider each in more detail.

Key Considerations for Choosing B2B Lead Generation Software

When it comes to bolstering your B2B lead generation with software, selecting the right tool requires a set of careful considerations. This choice should be informed by a blend of your team’s specific needs and the strengths of various tools.

Here are some key considerations to keep in mind.

1. Alignment with Business Goals

First, ensure that the tool you choose aligns with your broader business and marketing goals. Whether you’re focusing on increasing brand visibility, generating a high volume of quality leads, or nurturing leads through personalized communication, your tool should directly support these objectives.

2. Diving into the world of B2B lead generation tools

Here’s a golden nugget of advice: don’t overlook how your shiny new tool will play with the rest of your tech sandbox. Yes, I’m talking about integration — that wonderful buzzword that means ‘everything works together harmoniously.

Imagine your CRM system, that trusty quote software you can’t live without, your go-to email marketing platform, and your vibrant social media channels all holding hands and singing in perfect harmony. That’s the dream, right? This isn’t just about keeping your workflow as smooth as silk; it’s about making sure your data sings the same tune across every platform.

Now, here’s a pro tip: keep your eyes peeled for tools that are not just compatible but come with built-in APIs and a treasure trove of pre-built integrations. This little trick can save you from a world of custom coding headaches and lets your lead gen system grow gracefully with your business.

And don’t forget to peek under the hood at the support and resources available for integrating your new tool into your existing setup. It’s like having a safety net, ensuring you get the most bang for your buck and that your lead generation engine purrs like a well-oiled machine.

3. Ease of Use and Scalability

The usability of a tool is critical, especially if you’re operating with a lean team. A tool that’s easy to set up and use can save valuable time and resources. Additionally, consider scalability — as your business grows, your lead generation tool should be able to accommodate increasing demands without a drop in performance.

4. Features and Functionality

Dive deep into the features and functionalities of each tool. Does it offer automation capabilities for things like email follow-ups and personalized messages? Can it assist with segmenting and targeting your audience? How does it handle lead scoring and nurturing? The right tool should offer the features that matter most to your specific process.

5. Analytics and Reporting

Effective lead generation tools provide robust analytics and reporting features. Being able to track the performance of your lead generation efforts in real-time allows you to make data-driven decisions and adjustments to improve outcomes.

6. Budget and ROI

Finally, consider your budget and the potential return on investment (ROI) of the tool. While cost shouldn’t be the only factor in your decision-making process, it’s important to choose a tool that offers the best value for your investment. Evaluate not only the upfront cost but also the potential for the tool to increase lead quality and conversion rates, thereby contributing to revenue growth.

By considering these key aspects, you can narrow down the options and choose tools that will effectively support your lead generation strategies and ultimately drive growth.

Key Considerations for Choosing B2B Lead Generation Companies

Choosing the right B2B lead gen company is as critical as selecting the appropriate third party tools for your lead generation efforts. These companies can serve as an extension of your sales and marketing teams, bringing expertise, resources, and tech that helps you achieve your lead generation goals.

Here are key considerations to keep in mind when selecting a B2B lead generation company.

1. Industry Expertise

Look for a lead generation company with experience in your specific industry. This ensures they understand your market, competition, and the challenges unique to your sector. Industry expertise can greatly enhance the effectiveness of your lead generation campaigns by tailoring strategies that resonate with your target audience.

2. Services Offered

Evaluate the range of services a lead generation company offers. Some companies provide a full suite of services including email marketing, social media advertising, content creation, and more, while others may specialize in one or two key areas. Consider what services will most effectively complement your internal marketing efforts and choose a company that aligns with these needs.

3. Customization and Flexibility

The ability to customize their services to fit your specific needs is a crucial aspect of a lead generation company. A one-size-fits-all approach rarely yields the best results in B2B marketing. The company should be willing to adjust its strategies and tactics based on your goals, target audience, and feedback.

4. Use of Technology

The effective use of technology is non-negotiable for successful lead generation. Inquire about the tools and platforms the company uses to identify, attract, and engage leads. Advanced CRM platforms, automation tools, and analytics software are just a few examples of the technology that can enhance lead generation efforts.

5. Track Record and Case Studies

Before making a decision, review the company’s track record and ask for case studies or success stories. This will give you insight into their capabilities and the results they have achieved for other clients, particularly those in similar industries or with similar objectives to yours.

6. Communication and Reporting

Effective communication is key to a successful partnership. Ensure that the lead generation company has clear processes in place for regular updates and reports. Understanding how your marketing campaigns are performing and having the ability to make data-driven decisions is critical for ongoing optimization.

7. Pricing and Contracts

Finally, consider the pricing structure and contract terms. Transparent pricing without hidden fees is essential, as is understanding the commitment required. Some companies may offer flexible terms, while others might require longer contracts. Align these terms with your budget and commitment level.

By carefully considering these aspects, you can select a B2B lead generation agency that not only fits your business needs but also becomes a valuable partner in achieving your sales and marketing objectives.

Starting Your Search for a Good Lead Generation Company and Lead Generation Services

Given the dynamic and diverse nature of B2B marketing, there’s a wealth of good lead generation tools and companies out there designed to fit nearly every need and niche.

To point you in the right direction in your search for the best lead generation company and tool, here’s a look at some top players, each bringing something unique to the table.

1. LinkedIn Sales Navigator

LinkedIn Sales Navigator specializes in helping you find and connect with potential leads on the world’s largest professional network. With advanced search filters, you can pinpoint your ideal prospects by their industry, company size, role, and more. Sales Navigator’s InMail feature allows for direct communication with prospects, even those outside your immediate network. The tool integrates with many CRMs, making it easier to track interactions and manage leads throughout the sales process.

2. HubSpot

HubSpot offers a comprehensive suite of tools for inbound marketing, sales, and customer service. Its lead generation capabilities are integrated within a broader platform that includes content management, email marketing, social media tools, and analytics. HubSpot’s CRM is at the core of its offerings, ensuring that every interaction with a lead is tracked and that the lead is nurtured through personalized communication. The platform’s analytics tools provide deep insights into your lead generation efforts, helping you refine your strategies for better results.

3. Tidio

Tidio combines AI chatbots and live chat software to engage your website visitors in real-time conversations. This immediate interaction can significantly enhance the customer experience, provide instant support, and capture lead information. Tidio’s chatbots can be programmed to answer common questions, guide users through your site, and collect email addresses or other contact details, ensuring that you don’t miss out on potential leads, even outside of business hours.

4. OptinMonster

OptinMonster is renowned for its powerful lead capture capabilities through opt-in forms and pop-ups. It provides a variety of form types, including floating bars, fullscreen overlays, and slide-ins, which can be customized to match your site’s design and target specific visitor segments. Its exit-intent technology is particularly effective, triggering pop-ups when a user is about to leave your site, thus offering one last chance to convert website visitors into leads. The platform’s A/B testing feature enables you to optimize your lead capture strategies for the best results.

5. Lusha

Lusha focuses on providing accurate contact information for your B2B leads, leveraging a powerful data verification system to ensure the information’s reliability. This tool can be especially useful for sales teams looking to reach out directly to potential leads with confidence. Lusha integrates with popular CRMs and sales platforms, streamlining the process of capturing and managing lead information.

6. EBQ

EBQ provides a comprehensive suite of lead generation services that cover the entire sales cycle. From initial data gathering and lead identification to nurturing and appointment setting, EBQ takes a hands-on approach to ensure that your pipeline is consistently filled with high-quality leads. What sets EBQ apart is its emphasis on personalized strategies tailored to each client’s unique needs and goals. Their team of experts works closely with clients to develop and execute campaigns that are not only targeted but also aligned with the company’s overall sales strategy.

7. UnboundB2B

UnboundB2B focuses on demand generation and targeting the right leads at the right time. Their services are designed to streamline the process, making it more efficient and effective. UnboundB2B stands out for its ability to quickly adapt to changing market conditions and for its commitment to delivering measurable results. By using advanced analytics and data-driven strategies, UnboundB2B helps clients achieve a higher ROI on their lead generation efforts.

Wrapping Up

The ability to generate leads and effectively manage them through the sales funnel is paramount for B2B companies aiming to expand their customer base and boost sales productivity. Generating leads, especially qualified leads that are likely to convert into paying customers, involves a strategic blend of tactics ranging from content marketing and search engine optimization (SEO) to targeted social media campaigns. Not all leads will meet the criteria to become sales qualified leads or marketing qualified leads, but by focusing on lead research and leveraging lead gen forms, businesses can capture leads more efficiently and increase the volume of more qualified leads.

A lead gen company can play a crucial role in this process, offering a dedicated management team to handle the nuances of lead generation industry best practices. These companies are adept at navigating social media platforms, generating traffic through compelling social media posts, and designing a lead generation website that aligns with your go-to-market strategy. The ultimate goal is to attract potential customers by building brand awareness and addressing their pain points through targeted content and offerings.

Moreover, employing tactics like search engine optimization ensures your content ranks high on search engine result pages (SERPs), making it easier for potential customers to find you. Sales teams can then use lead management tools to track these prospects, distinguishing between product qualified leads and those still navigating the decision-making process. With a focus on generating more high-quality leads and enhancing lead conversion rates, businesses can refine their strategies to meet the ever-evolving demands of the sales development landscape, ultimately attracting more qualified leads and driving sales.

Selecting the right B2B lead generation tools and partnering with the best companies is not just about injecting new life into your funnel; it’s about ensuring a perfect alignment with your business’s unique needs, goals, and capabilities.

The key to success lies in a careful evaluation of what each tool and service offers and how it fits into your overall marketing strategy. Consider factors such as ease of integration, scalability, specific features and functionalities, and, of course, budget and potential ROI. Remember, the best choice is one that not only meets your current needs but also has the flexibility to grow with your business.


Q: What makes a lead generation tool effective for B2B businesses?

A: The best lead generation tool is one that aligns with your business goals, easily integrates with your existing tech stack, offers scalability, provides essential features for capturing and nurturing leads, and delivers measurable analytics and reporting to track performance​.

Q: Can small businesses benefit from using lead generation companies?

A: Yes, small businesses can greatly benefit from using lead generation companies. These companies can provide specialized expertise, save time on lead generation efforts, and help small businesses reach their target audience more effectively, even with limited in-house marketing teams.

Q: How important is CRM integration with lead generation tools?

A: CRM integration is crucial for lead generation tools as it ensures that all lead data is centrally collected, tracked, and managed, enabling businesses to nurture leads more effectively through personalized emails and follow-ups. It also allows for better segmentation, lead scoring, and analytics​.

Q: What should I consider when choosing between different lead generation services?

A: When choosing between different lead generation services, consider the company’s experience in your industry, the range of services offered, their approach to customization and strategy, the transparency of their reporting and analytics, and their pricing structure in relation to your budget and expected ROI.

Q: How can I measure the success of a lead generation tool or service?

A: Success can be measured by the tool or service’s ability to meet predefined KPIs such as the number of leads generated, lead conversion rates, cost per lead, lead quality, and ultimately, the impact on sales and revenue growth. Consistent monitoring and analytics will help in evaluating performance against these metrics​​.

Q: How can sales and marketing teams collaborate to enhance lead generation efforts?

A: Sales and marketing teams can collaborate effectively by aligning their lead generation strategies and goals, ensuring a seamless flow of information and leads between the two departments. Utilizing lead generation tools that offer features like lead scoring and lead management can help prioritize leads for the sales team, enabling them to focus on the most qualified leads. Regular meetings and shared performance metrics can also foster a sense of unity and common purpose.

Q: What are the key differences between inbound and outbound lead generation?

A: Inbound lead generation focuses on attracting prospects through content creation, SEO, and social media engagement, allowing leads to come to you. Outbound lead generation, on the other hand, involves proactive outreach to prospects through cold calling, emailing, and advertising. Both strategies aim to build brand awareness but differ in approach and execution.

Q: What role do social media platforms play in the lead generation process?

A: Social media platforms are crucial for both inbound and outbound lead generation efforts, offering a way to re-engage directly with potential and current customers. They can be used to share valuable content, promote products or services, and gather insights into customer preferences and pain points. Effective use of social media posts can significantly enhance brand visibility and attract qualified leads.

Q: Why is a dedicated management team important for successful lead generation?

A: A dedicated management team ensures that your lead generation strategy is executed effectively and aligns with your overall business goals. This team can monitor campaign performance, make data-driven decisions, and adjust strategies as needed to improve results. Their expertise can streamline the lead gen process, improving efficiency and ROI.

Q: Can domain-based message authentication impact lead generation efforts?

A: Yes, techniques like DKIM and SPF can positively impact lead generation efforts by ensuring that your email marketing campaigns reach your potential customers’ inboxes and are not marked as spam. This increases the chances of your messages being read and acted upon, thereby improving the effectiveness of your campaigns in generating leads.

Q: How can a lead generation agency help my business capture more leads effectively?

A: Partnering with a lead generation agency is a strategic move to capture leads and generate more leads efficiently. These agencies excel in applying targeted strategies that ensure your brand stands out to your desired audience, ultimately increasing both the quantity and quality of your potential customer base.