B2B Lead Generation

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B2B lead generation is the process of gaining the attention and interest of potential customers in order to increase future sales. It is a crucial part of the sales process for most B2B companies.

A lead is anyone who has shown interest in a company’s products or services, but is not yet qualified to buy. They are potential customers with whom a company has not yet done business, but who have given reason to believe they may want to in the future.

There are two types of lead: a marketing qualified lead (MQL) and a sales qualified lead (SQL). These are the definitions:

  • An MQL is a lead who is deemed likely to become a customer. The qualification is based on any engagement the person has had with the business’s content, for example, what web pages they’ve visited or what marketing materials they’ve downloaded.

  • An SQL is an MQL who has progressed down the funnel and is deemed to be ready for the next stage in the sales process. An SQL has displayed intent to buy a company’s services or products - this normally happens after a conversation (in person or over the phone).


B2B lead generation used to involve purchasing lists of names and having sales representatives cold call people at their home or place of work. Recent advances in technology have now made it possible for leads to be generated based on specific criteria and information. Companies collect data about potential buyers and then tailor their sales pitches and marketing methods to meet their prospects’ needs.

Today, B2B lead generation is largely done through digital channels, using inbound techniques alongside some of the more traditional outbound methods. Successful B2B lead generation makes the sales cycle more efficient and leads to greater success rates in new customer acquisition.


Cognism is the perfect solution to assist B2B companies with their lead generation challenges. Our sales acceleration and outbound automation platform provides B2B sales teams with a blend of real-time company, people and event data to streamline B2B lead generation.

Here are some of the key features of Cognism’s B2B lead generation’s platform:


  • Search for your ideal customer and their contact details. Find the best prospects from a database of over 400 million business profiles.

  • Get data on prospects and customers. Generate high-quality leads and automate your outbound process.

  • Track important clients as they are promoted or change jobs. Cognism will fill in any gaps and make sure your data is always up-to-date.

  • With Cognism, manually typing or altering data are things of the past. Cognism corrects your data, saving your business valuable time and money.

  • Cognism works with all leading CRMs and platforms. Native integrations are available for Salesforce, HubSpot, Pipedrive and Microsoft Dynamics.



There are many benefits to using Cognism’s B2B lead generation platform. These include:

  • Reduce prospecting times by 50% with Cognism business data. Pinpoint the best leads worldwide and target them straight away.

  • Connect Cognism to your Outlook or Gmail account. Automate your outbound campaigns and contact thousands of new B2B leads every day.

  • Streamline your outreach and increase conversion rates. Use phone, email, video and social touchpoints to interact with your prospects.

  • Find leads and book meetings in less time. Cognism will do the hard lead generation work, so your sales team can get on with closing deals.

  • Boost your sales by up to 33%. Give yourself more time to chase leads by cutting out manual data entry and updating.

  • Cognism’s skilled and highly responsive customer success team is here to help. Receive one-to-one training and advice.

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Cognism Prospector is a GDPR compliant lead generation solution, powered by our patented Revenue AI technology. It provides B2B salespeople with a more efficient way to prospect, producing contact data at scale and streaming new opportunities into the funnel.

Cognism Refresh is a powerful platform for managing all your data enrichment needs. Cognism’s pioneering Revenue AI seeks out and targets stale data, filling in any missing gaps in your CRM records and providing you with valuable, actionable information to boost your B2B lead generation process.


Use Cognism’s native interface or integrate our B2B lead generation solution with your preferred CRM, including major providers such as Salesforce, HubSpot, Microsoft Dynamics and Pipedrive.



Enhance your B2B lead generation with Cognism.