Business-to-business (B2B) lead generation can promote a company's online visibility. Lead generation b2b lead generation service strategies try to increase interest among a target audience to drive them to perform a call to action, or CTA. The CTA can inspire potential customers to reach out to a software as a service (SaaS) company's sales team to learn more about a product.

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B2B lead generation refers to the process of identifying and attracting potential business clients or customers who have shown interest in a company's products or services. In the business-to-business (B2B) context, mapquest driving directions companies target other businesses as their customers rather than individual consumers.

The goal of B2B lead generation is to gather information about potential prospects, nurture their interest, foodle and guide them through the sales funnel until they become qualified leads ready for conversion.