{"id":2207,"date":"2020-11-30T11:48:00","date_gmt":"2020-11-30T10:48:00","guid":{"rendered":"https:\/\/www.mixdata.com\/blog\/la-lead-generation-b2b-2\/"},"modified":"2026-10-23T10:52:53","modified_gmt":"2026-10-23T08:52:53","slug":"b2b-lead-generation","status":"publish","type":"post","link":"https:\/\/www.mixdata.com\/en\/blog\/b2b-lead-generation\/","title":{"rendered":"Lead Generation, the New Generation!"},"content":{"rendered":"

As someone who works in marketing every day, do you feel you\u2019ve found the right lead generation technique to support your sales reps? <\/p>\n

Not always easy, you might say\u2026 and that\u2019s perfectly understandable, given how regularly, and ever more quickly, lead gen techniques evolve \ud83d\ude42<\/p>\n

Every study confirms it: B2B buyer behaviour has changed enormously over recent years. Today, buyers reportedly complete 60% of their purchasing journey without any contact with a sales rep (source LeadGenerator,2019<\/em>).<\/p>\n

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Hence the importance of keeping them informed and staying constantly in view, without hounding them, because their digital maturity is now greater.<\/p>\n

So how does new-generation lead generation work? <\/p>\n

1\/ A twofold requirement\u2026 that can seem contradictory<\/strong><\/p>\n

On one side, the need to stay constantly in front of your prospect<\/strong>, which implies plenty of content and campaigns that are fairly frequent, repetitive and large-scale, and on the other, the need for considered marketing<\/strong>, precise and responsible, just as the authors of the GDPR would dream of. <\/p>\n

At Mixdata, we believe B2B outbound marketing must become more precise and more responsible to be effective, and should ultimately enable smarter \u201clead generation\u201d.<\/p>\n

The value of a sales intelligence or \u201cSmart Data\u201d tool like Mixdata lies precisely in letting you build better-segmented lists<\/a> and engage the right targets. We move to acquisition marketing that is far more refined and personalised than before. <\/p>\n

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On the sourcing side, Mixdata lets you combine many search criteria and business indicators (over 900 in total). You get the right company list to work on, with as much contextual detail as possible<\/strong> and the lowest possible risk of going \u201coff-target\u201d. <\/p>\n

On the email side, the platform ensures you identify the right decision-makers and can work from pre-qualified, validated business email databases. <\/p>\n

You can therefore optimise impact by exporting the most precise email lists possible. These lists then feed your lead generation. <\/p>\n

2\/ Sales Intelligence and Sales Automation: two tools that work well together to generate leads<\/strong> <\/p>\n

Once your sending segments are built, all that\u2019s left is to keep your activity regular and maintain a continuous presence with your core-target prospects by designing smart sequences. <\/p>\n

This is where Sales Automation<\/strong> tools (Hubspot, Prospect.io, Datananas, etc.), which connect automatically to Mixdata, really come into their own.<\/p>\n

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They let you reach selected prospects with automated email campaigns, at the frequency you choose, sent from your own business inbox. You build your targeted prospect list in Mixdata, then export it automatically into the Sales Automation tool of your choice. <\/p>\n

In other words, these are simple email sequencing tools, no frills but highly effective for SMEs and mid-market companies that don\u2019t necessarily have a large marketing department. <\/p>\n

Provided, of course, that you craft smart, personalised messages that are more original than the tired ones we\u2019ve all seen, usually drawn from banks of poorly translated American \u201ctemplates\u201d.<\/p>\n

For this channel, as for the others, the idea is to be able to continually create value-added content to \u201cpush\u201d it out via email or sales automation.<\/p>\n

3\/ The need to distribute your content across different channels<\/strong>: omnichannel is the watchword. <\/p>\n

Every \u201cgrowth hacker\u201d will tell you, and you\u2019ll have seen it for yourself: a single channel is no longer enough<\/strong>. Your prospects are now found and reached across several channels. <\/p>\n

So you need to devise fresh approaches on familiar, and sometimes long-established, channels. Here\u2019s a quick rundown of the various channels you can test, because depending on your market and how digitally mature your prospects are, some will be more relevant than others!<\/p>\n

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The email channel <\/strong><\/p>\n