Lead generation B2B

Today, B2B Lead Generation is probably the most important marketing strategy for any B2B company, because it makes it possible to increase sales and broaden the portfolio of potential customers. At Parklab we know this well, which is why we offer a portfolio of services to cover every single aspect of this strategy!

Analysis

Creation of the Buyer Persona, to help companies understand not only who to aim the B2B Lead Generation strategy at, but also how and where.

Content

Content creation, to deliver valuable and highly professional content at every single stage of the Buyer Journey.

Profile

Creation of an impactful, and above all effective, Buyer Journey, to help our clients achieve the results they have set for B2B lead generation.

Positioning

SEO and SEM, to get where you need, when you need, through the best possible keywords!

B2B Lead Generation and target analysis: Buyer Persona and ICP.

A full analysis of the sector and of the people involved is the starting point for B2B lead generation.

To launch a B2B Lead Generation campaign, you first need a very clear understanding of your target, leading to the creation of Buyer Personas and ICPs, that is the Ideal Customer Profile.

The Buyer Persona analysis, based on individuals, should include data such as age, location, interests, challenges, life stage, job role, values, goals, needs and pain points of potential customers.

The goal is to define, for example, which solution (product or service) fits the pain points and needs of your target, but also which channels they use to inform themselves, what interests they have and much more. This is essential information to build a digital positioning strategy for the company.

The ICP analysis, instead, is based on looking at customers as companies, and it is specific to B2B Lead Generation and to the decision stage of the Buyer Journey.

To build a complete ICP you need to define the required information, such as the sector they operate in, the client companies and their size, pain points and budget. But not only: it is also essential to gather complete information on internal decision processes, the factors that can influence them, the departments and people involved, the barriers to entry and many, many other things.

Gathering the information needed to build ICPs and Buyer Personas is a complex process that must take different sources into account and a collaboration across departments, above all between marketing and sales.

Global Marketing Award

“Working with Parklab exceeded every expectation: not only did we achieve concrete results in terms of leads and ROI, but the project became a European benchmark, awarded with our Global Marketing Award”

Marco Calculli, Marketing Manager Johnson Controls Italia

Lead generation B2B

A tailored Buyer Journey.

In B2B Lead Generation the Buyer Journey is particularly important. Every single stage must be structured and designed to support lead generation, while always keeping the specifics of each step in mind. First, the stage known as TOFU, or Top of the Funnel, is the one dedicated to awareness.

Here, users have just identified the problem or need they want or have to solve. For this reason it is essential to provide content related to their needs, along with some useful information to increase their knowledge of the company, its products and services and the solutions it can bring.

In the TOFU stage, the content that works best includes blog posts, infographics, best practice analyses and e-books.

The middle stage is known as MOFU (Middle of the Funnel). Here, potential customers are evaluating the options available to them. It is an absolutely crucial stage in Lead Generation for B2B markets, but for B2C ones too.

For this reason it is usually advisable to use content that describes in detail the solutions offered to solve a specific problem or need, going into detail and highlighting the strengths over the competition. Webinars, checklists and live streams are increasingly popular at this stage.

The last stage, known as BOFU (Bottom of the Funnel), is the decisive one. Users, that is potential customers, are ready to make a decision.

It is therefore the moment to convince your target audience why they should choose your product or service, using tools such as case studies, demos and trials, tailored discounts and 1:1 meetings with the company sales team.

Content marketing

B2B Lead Generation: highly specialised content and communication management.

As we have seen, content is a fundamental part of B2B Lead Generation.

For this reason, Parklab makes its best experts available to build a content creation strategy designed specifically for this purpose, structured to meet the needs of every stage of the Funnel and to work alongside the available in-house resources. Among them, graphic designers, strategists and specialised copywriters.

Creating content is only part of the job: it also has to be managed to create positive, impactful interactions capable of driving Lead Generation in B2B markets too.

By studying the Buyer Personas and the target it is possible to identify which channels are the most suitable, but also to draw up an editorial and publishing calendar that allows long-term coordination of the content, its correct distribution and, at the same time, the ability to act flexibly when needed.

Not only: to bring content where it is needed, when it is needed, you can also rely on paid Ads campaigns, both on social media and on search engines, LinkedIn Ads Google Ads

Contact us!

We are a team of project managers, marketing experts and creatives able to help your company develop a high-impact B2B Lead Generation plan.

B2B Lead Generation: remarketing and social, to reach everywhere.

LinkedIn, the social network most used by B2B experts for lead generation.

LinkedIn is the most important B2B Lead Generation platform for professionals and companies, with over 675 million users and growing. See also: LinkedIn for companies and LinkedIn marketing.

In addition, LinkedIn Ads is the platform most used for B2B Lead Generation campaigns.

At Parklab we are able to set up the best LinkedIn Ads campaigns, always based on data and on extremely precise targeting.

This is possible thanks to the platform itself, which allows extremely precise profiling, to truly reach where it is needed in the most effective and rational way, economically too.

Remarketing for B2B Lead Generation.

Remarketing (both in B2C and in B2B) refers to an audience recovery strategy that makes it possible to direct specific messages to potential customers who have visited a web page without completing any action.

It is a technique that is now well known and well tested in B2C markets, but not yet so popular in B2B, despite its enormous potential.

The goals of this strategy can vary, to adapt to the different stages of the funnel, from requesting a quote to downloading a case study.

It is also based on creating highly personalised messages, effectively 1:1, making it possible to achieve often surprising results.

Not just B2B Lead Generation.

It is important not to invest all resources in B2B Lead Generation and to also focus on the Lead Nurturing and Lead Scoring stages.

In short, once a lead has been obtained, the next step is to turn it into a real customer.

Parklab develops a lead nurturing and lead scoring strategy set specifically on the needs of the sector and of B2B.

There are many points to consider. For example, aligning the sales and marketing teams to have more conversion opportunities, but also creating contact groups, because you cannot give the same message to everyone, and building an automated content plan, starting from an analysis of the stage your leads are in to create the appropriate content and also planning which content to deliver when leads move to the later stages of the journey.

It is also important to classify leads by their goals, interests and needs and to decide what and how to automate the process, along with email marketing and retargeting, also defining the workflow process and the multichannel touchpoints.

As for the Scoring activity, instead, it is important to remember that the goal must be to identify ready-to-convert leads, to be separated from those that need nurturing.

To build an optimal lead scoring strategy, it is important to define specific thresholds, assign a score to leads based on demographic data, create a different lead scoring per product or service (where relevant) and specify the scores according to the importance of the activities.

You can also use negative points. For example, if a lead constantly visits the website, but only the careers page, they are probably looking for a job.

These are just a few examples of scores, but they are not the only ones. The help of a team of professionals, together with constant testing, makes it possible to achieve surprising results and to best integrate the creation of a B2B Lead Generation process with valuable follow up.

Lead Generation agency: why relying on an expert partner makes the difference.

Choosing a specialised lead generation agency, like Parklab, means accelerating the results of your B2B strategy thanks to cross-functional skills, advanced tools and a data-driven vision. It is not only about finding new contacts, but about generating qualified leads, genuinely interested in your services, and guiding them along a tailor-made funnel.

At Parklab, we analyse your target market, study the Buyer Personas and your ICP (Ideal Customer Profile), create high-value content and plan integrated actions across SEO, LinkedIn Ads, Google Ads and newsletter automation.

The goal? To turn your website and your digital channels into a constant customer acquisition machine. With a B2B lead generation agency, you do not improvise: you optimise every investment and maximise conversions.

As for the Scoring activity, instead, it is important to remember that the goal must be to identify ready-to-convert leads, to be separated from those that need nurturing.

To build an optimal lead scoring strategy, it is important to define specific thresholds, assign a score to leads based on demographic data, create a different lead scoring per product or service (where relevant) and specify the scores according to the importance of the activities.

You can also use negative points. For example, if a lead constantly visits the website, but only the careers page, they are probably looking for a job.

These are just a few examples of scores, but they are not the only ones. The help of a team of professionals, together with constant testing, makes it possible to achieve surprising results and to best integrate the creation of a B2B Lead Generation process with valuable follow up.

FAQ – Frequently asked questions about B2B Lead Generation.

B2B Lead Generation is the set of strategies and activities aimed at generating qualified contacts between companies. The goal is to reach professionals or decision makers genuinely interested in a product or service, and then guide them along a sales funnel up to conversion.

A specialised B2B lead generation agency, like Parklab, has the tools, skills and integrated approaches to generate high-value leads. This means campaigns optimised on Google and LinkedIn, targeted content marketing and a precise analysis of your target. The result is a more efficient and measurable acquisition process.

The best performing channels include LinkedIn Ads, Google Ads, SEO, e-mail marketing and retargeting campaigns. The choice depends on the sector, the goals and the characteristics of the Buyer Personas. Parklab helps you choose and oversee the right channels to maximise results.

The lead generation serves to generate new contacts, while lead nurturing focuses on cultivating them through content, automations and personalised communications. It is an essential process to turn a lead into an actual customer, especially in the long sales cycles typi

Tech and SaaS companies can achieve excellent results with a strategy that combines content marketing, technical SEO, LinkedIn Ads campaigns and educational webinars. The goal is to demonstrate the value of the product, educate the audience and build trust over time.

The cost varies depending on the channel used (organic vs paid), the complexity of the funnel and the sector. Generally, it starts from a few hundred euros per month.

It depends on the strategy. Organic activities such as SEO or nurturing take 3-6 months on average. Paid campaigns, instead, can start to generate leads in much shorter times (even within 7-14 days), but require constant optimisation.

A generic contact is just a name. A qualified lead, instead, is a potential customer who has shown concrete interest (for example by downloading a piece of content or attending an event) and is in target with your ideal audience, according to ICP-type criteria.

Glossary - B2B Lead Generation key terms

  • Qualified lead
    A contact who has shown real interest in a product or service and is consistent with the ideal customer profile. They are closer to the decision stage than a generic contact.
  • Customer acquisition funnel
    The structured journey a potential customer takes from the first interaction with the company up to conversion. It includes the TOFU (Top of the Funnel), MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) stages.
  • Buyer Persona
    A semi-fictional profile representing a typical customer, based on real data. It helps guide strategic marketing and communication choices, making them more effective and personalised.
  • ICP – Ideal Customer Profile
    The description of the ideal customer seen as a company, not an individual. It includes characteristics such as sector, company size, role of the decision makers, revenue and main challenges.
  • Automated lead nurturing
    An automated process that aims to keep the relationship with leads alive over time, through personalised content, email flows and behavioural triggers, to guide them up to the purchase decision.
  • Lead generation strategy for companies
    A coordinated set of actions and tools (e.g. SEO, advertising, content marketing, CRM) designed to attract and convert valuable contacts in the B2B context.
  • Lead generation tools
    Technologies and platforms that make it easier to generate and manage leads, such as CRM, email automation software, tracking tools and landing page platforms.
  • LinkedIn lead generation agency
    A company specialised in developing advertising campaigns and organic strategies on LinkedIn, aimed at generating qualified, high-potential B2B contacts.
Let us meet.

Do you have a B2B lead generation project in mind?

Parklab is the B2B lead generation agency in Milan.

Write to us for information or to set up a video call.