Types of B2B marketing leads

Information Qualified Lead (IQL) A company that has shown interest in an organization’s content.
Marketing Qualified Lead (MQL) A company that has shown interest in an organization’s products or services by submitting contact details.
Sales Qualified Lead (SQL) A company that has shown interest in an organization’s products or services and is ready to make a purchasing decision.
Sales Ready Lead (SRL) A company that’s ready to buy from the particular business they’ve been researching.
Product Qualified Lead (PQL) A company that has used a business’s products or services

  • Identifying the target audience. Identify the demographics and customer segments the business wants to target, such as age, location, income level, and interests.
  • Attracting interested leads. Create content that will capture the attention of the target audience and get them to opt in.
  • Capturing leads. Use a strong call-to-action (CTA) on forms, landing pages, and gated content to capture the name, email, and phone number of the interested lead.
  • Qualifying leads. Not all leads are created equal. Marketing teams must develop a lead scoring system to determine which leads are most likely to convert into paying customers.
  • Nurturing leads. B2B buyers rarely buy during their first interaction with a brand. The sales process is long for businesses. Marketing teams should continue to provide personalized resources to build trust and show how a product or service solves problems.
  • Converting leads. The sales team is responsible for closing the deal. But, marketing teams can continue to send resources that encourage upsells and cross-sell opportunities.
  • Analyzing the lead generation process. Measure the effectiveness of lead generation campaigns to identify what went well and how to improve.
  • Optimizing future campaigns. Make data-driven decisions on how to improve future campaigns and maximize marketing and ad spend
  • Blog posts
  • Glossary
  • Webinars
  • Case studies
  • Training center
  • Knowledge base
  • Podcast recordings

  • Newsletter subscriptions. B2B websites should include newsletter opt-in forms to capture leads for email marketing.
  • Lead magnets. A lead magnet is a piece of valuable long-from content a B2B brand gives for free in exchange for lead information.
  • Webinars. Hosting a webinar is a great way for B2B brands to show off industry and product knowledge and build relationships with other business owners.

  • Copy. Use crisp and concise copy to explain the offer
  • Topic. Provide information around one topic
  • Incentive. Offer a free resource in exchange for information
  • CTA. Highlight a clear call to action
  • Social proof. Add testimonials when appropriate