B2B lead generation starts with a dialogue with the right person

Sooner or later any company that sells to other companies faces one question: where to get new customers when acquaintances and word‑of‑mouth run out. One answer is B2B lead generation. But this term often means completely different things: from a purchased database with addresses to a well‑thought‑out system for finding and qualifying customers. We figure out the difference and explain how not to waste the budget. Alyona Sytaya, an expert in B2B marketing and lead generation, shares her experience.

In short, lead generation is not a one‑off mailing, but a system that the contractor builds to the client’s task. This format is what lead‑generation services offer companies: from market research to handing interested contacts over to the sales department.

What is B2B lead generation

A lead in B2B is not just any contact from a table. It is a representative of a company that fits the client’s profile, understands what the discussion is about, and is ready to talk. Lead generation is the process in which such contacts are found, attracted, and passed to the sales department. The result is measured not by the number of emails sent, but by the number of meaningful dialogues with those who make purchasing decisions.

In B2B, deals are usually long, decisions are made by several people, and the ticket size is high. Therefore one suitable lead is worth dozens of

First, they conduct market research and segmentation: they determine who they are offering what to, in which countries and industries they are looking for customers. Then they prepare messages taking into account what is important to this audience and what language to use when speaking with them. After that, they launch contacts and follow‑ups at a reasonable pace. Next comes working with responses and evaluating leads: who is ready to talk now, who later, and to whom the offer does not fit. Finally, they analyze the results and adjust the segment and the texts.

Contractors differ in how many of these stages they take on. Some only handle the sending, while others manage the project end‑to‑end: from research and copywriting to working with responses, leaving sales to the client’s team.

Where automation works and where a human is needed

Automation and AI handle routine tasks well: they help study the market, segment the audience, prepare message variants, send emails, and remind those who haven’t replied. But as soon as the recipient responds, the automatic chain should stop, and from then on a person takes over the conversation. In B2B, the interlocutor expects live interaction when discussing terms and delivery.

This approach is used by Alyona Sytaya: automation takes care of preparation and sending, while a specialist handles the correspondence with interested contacts. The

Before signing a contract, ask the contractor a few questions.

How is the list of companies formed and where do the contacts come from?

Who writes the messages and is the audience's language taken into account?

What happens after the recipient replies?

How are leads evaluated and what exactly does your sales department receive?

What reports will you see and how often?

If there are no clear answers to these questions, you are likely being offered a regular mailing, not lead generation.

Where should companies start

B2B lead generation is not a set of emails, but a managed system: a clear customer profile, segment‑specific messages, sensible automation, and live communication with those who respond. Start with three steps: describe the ideal customer, test demand on a small sample, and only then scale. Alyona Sytaya has been working in B2B marketing for over 15 years: she builds marketing and sales for B2B companies entering international markets, from strategy to the first dialogues with customers.