Best B2B Lead Generation Strategies & Tools

B2B lead generation has evolved dramatically. Cold calling and generic email blasts no longer cut it. Today's most effective strategies combine intent data, website visitor identification, and personalized multi-channel outreach. Here's what's working in 2025.

The Modern B2B Lead Generation Stack

Top-performing B2B teams use a combination of tools that work together: visitor identification to capture demand, intent data to prioritize accounts, and automation to scale personalized outreach.

• Website visitor identification - Capture leads browsing your site
• Intent data providers - Know when accounts are in-market
• Sales engagement platforms - Automate personalized sequences
• CRM - Central source of truth for all lead data
• Enrichment tools - Fill in missing contact details

Website Visitor Identification: The Highest-ROI Channel

Your website visitors are the warmest leads you'll find - they already know your brand and are actively researching. Tools like Bullseye identify who these visitors are, giving you a direct line to interested buyers.

• Visitors are 10x more likely to respond than cold prospects
• Identify up to 40% of anonymous website traffic
• Get contact details without requiring form fills
• See exactly which pages and content they engaged with

Intent Data: Target In-Market Accounts

Intent data reveals which companies are actively researching solutions like yours—even before they visit your website. Combine first-party intent (your website data) with third-party intent for complete visibility.

• First-party intent - Pages viewed on your own site
• Third-party intent - Research activity across the web
• Technographic data - What tools they already use
• Buying signals - Job postings, funding rounds, leadership changes

Outbound That Actually Works

Generic outbound is dead. Effective B2B prospecting in 2025 requires personalization at scale, timing based on intent signals, and multi-channel engagement.

• Reference specific pages they viewed on your site
• Time outreach to when they're actively researching
• Use multiple channels: email, LinkedIn, phone
• Personalize based on industry, role, and pain points