Question:

What Is B2B Lead Generation? | Strategies, Content & Tracking

B2B lead generation is the process of attracting prospects and converting them into qualified leads for your sales team. It’s not about quick wins—it’s about building relationships with decision-makers who often face long, complex buying journeys.

At its core, lead generation combines content, distribution, and data. You create valuable resources, share them across the right channels, and capture information that moves buyers closer to conversion.

Examples of B2B lead generation tactics include:

A webinar series that requires registration.
An interactive brochure promoted on LinkedIn or via email.
A digital magazine packed with insights, with key sections gated.
A benchmark report offered in exchange for company details.
A ROI calculator that provides custom results after contact info is submitted.

The most successful strategies rely on high-converting content—materials so useful that decision-makers are willing to exchange their details for access. Research reports, customer case studies, and interactive tools consistently outperform generic whitepapers or static PDFs.

That’s where mid-gating comes in. Instead of locking content behind a form right away, you offer part of it upfront, then request information before revealing the full version. This approach strikes a balance: you build trust while still capturing leads.

Using Personalization at Scale to Enhance Your B2B Lead Generation Efforts

Personalizing at scale is crucial to creating high-converting B2B lead generation content. A CIO in healthcare doesn’t want the same content as an HR leader in finance. With the right content platform, you can adapt messaging, visuals, and even calls-to-action (CTAs) to match industries, roles, or buyer stages. This relevance drives stronger engagement and higher conversion rates through your b2b funnel.

Create more engagement

Personalize at scale

Foleon makes personalizing all your assets easy.

Finally, success depends on measurement. Contact-level tracking goes beyond clicks and views. It shows you how each individual interacts with your content—what they read, where they lingered, and when they dropped off. These insights help marketing qualify leads more accurately and give sales teams the context they need for meaningful conversations.

Foleon brings all these elements together. With our platform, you can create interactive content that’s branded, responsive, and designed to convert. Built-in mid-gating and personalization options let you capture the right leads, while contact-level analytics ensure you know exactly who’s ready to buy.

In short: B2B lead generation isn’t just about getting names on a list. It’s about creating engaging experiences that attract, nurture, and convert the right buyers at the right time.