To effectively generate B2B leads, you need to understand the different types of B2B leads and where to find them. But first, let's revisit the concept of a lead in B2B marketing.
1- What are B2B prospects?
Before we get into the details, let's start with the basics. In B2B, a prospect is a person or organization interested in what you sell within the context of a business-to-business interaction. A prospect can express their interest in various ways. Generally, they do so by engaging with some aspect of your business. If they share their contact information with you, it shows they are at least somewhat interested in your company. However, keep in mind that only 25% of B2B prospects are legitimate , at least according to some statistics.
Of course, not all leads are created equal . There are different ways to measure the level of engagement of an individual or company with your business. Understanding the differences and knowing how to categorize them can help you adjust your sales approach and, by extension, your conversion rate.
A prospect can fall into several categories, so it is useful to understand the different types of leads .
2- Hot B2B prospects and cold B2B prospects
This is one of the most important distinctions to make when qualifying leads . A cold lead is someone who doesn't know they'll be contacted by you. This is the case, for example, with a call that comes out of the blue and aims to sell a product or service. A warm lead , on the other hand, is someone who has already shown interest in your company. They will also have taken steps to engage with you, such as subscribing to your email list.
3- Information Qualified Leads (IQL)
IQLs are essentially people who know very little about your business . They are unlikely to take action. They are located towards the top of the sales funnel.
4- B2B prospects qualified for marketing – Marketing Qualified Lead (MQL)
The next level of the sales funnel is that of marketing- . MQLs take further steps to engage with your company, such as signing up for a free course or downloading a PDF. Essentially, a lead whose interest in your offer indicates they have the potential to become a customer .
5- SRL prospects – Sales Ready/Accepted Leads
An SRL is a prospect who is ready to sell. They are located towards the bottom of the sales funnel . They may have requested to speak with a sales representative from your company and be ready to discuss the possibility of doing business with you.
6- Qualified B2B prospects – Sales Qualified Leads (SQL)
A prospect is someone who has moved beyond the MQL stage and is ready to make a decision . They have likely had a conversation with a salesperson, and there is sales potential . A sales- qualified prospect
7- MSR leads – Member Service Request Leads
An MSR lead is a customer lead generated when a new member signs up for your service. It gives you the opportunity to immediately engage in dialogue with them.
8- Incoming B2B prospects
An prospect is someone who contacts you, either directly or through one of your referral channels . For example, someone might read about your company on LinkedIn and decide to get in touch.
9- Outbound B2B prospects
Outbound leads are those you develop by contacting them. These are generally cold B2B prospects who haven't opted for marketing communication with you, making them harder to reach.
Complete B2B Prospect Classification Grid (+ Approach Scripts by Type)
📊 Matrix of the 6 Types of B2B Prospects (2024)
| Kind | Features | Identification Signs | Conversion Rate | Sales Cycle |
|---|---|---|---|---|
| The Curious One | Looking for information, no rush | Download ebooks, visit the blog | 5-10% | 3-6 months |
| The Comparator | Evaluate several solutions | Request demos, compare prices | 15-25% | 1-3 months |
| The Emergency Physician | Problem to be solved quickly | Looking for a “quick solution [to the problem]” | 30-50% | 1-4 weeks |
| The Strategist | Plan a long-term project | Participate in strategic webinars | 10-20% | 6-12 months |
| The Internal Champion | Influential user but not a decision-maker | Engages on professional networks | 20-35% | 2-5 months |
| The Blocker | Resistant to change | Short answers, avoids appointments | 2-8% | N / A |
✉️ Type-Based Approach Scripts (Customizable Templates)
1. For the “Curious”
Subject : “{{First Name}}, here’s how [problem] is solved by [sector]”
Body :
*“Hello {{First Name}},
I see you’ve consulted our guide on [downloaded topic]. Did you know that 72% of [their sector] encounter this challenge?
I’m sharing an exclusive study on [solution] → [Custom Link]
Happy reading,
[Signature]”*
2. For the “Comparator”
Subject : “{{Company}} vs [Competitor]: 3 key criteria for choosing”
Body :
*”{{First Name}},
You are probably evaluating several solutions for [problem]. Here is a neutral comparison:
- [Criterion 1]: How we approach this differently
- [Criterion 2]: Our unique advantage
- [Criterion 3]: Customer testimonial similar to {{Company}}
Available to discuss for 15 minutes? [Calendly Link]*
3. To the “Emergency Physician”
Subject : “Quick solution for [specific problem]”
Body :
“{{First Name}},
Your search for [identified keyword] suggests an urgent need.
We helped [similar client] resolve this in [timeframe].
Available today for a quick diagnosis? Simply reply 'OK' to schedule an appointment.”
🔍 Early Warning Sign Identification Sheet
(To be integrated into your CRM)
| Signal | Probable Type | Recommended Action |
|---|---|---|
| See the “Pricing” pages | Comparator | Send a sector benchmark |
| Participate in a webinar | Strategist | Invite to a private LinkedIn |
| Like technical posts | Internal Champion | Offer an extended free trial |
| Ignore 2 reminders | Blocker | Pause and try again in 3 months |
📌 Adaptive Scoring Template
*(Out of 100 points – Example for a B2B SaaS)*
| Criteria | Curious | Comparator | Emergency room doctor |
|---|---|---|---|
| Opening email | +5 | +10 | +15 |
| Consultation case study | +10 | +20 | +30 |
| Demo request | +0 | +40 | +50 |
| Visit pricing page | +5 | +30 | +10 |
Thresholds :
- 0-30 pts → Cold lead
- 31-70 points → Warm lead (nurturing)
- 71+ pts → Hot lead (immediate call)
💡 Expert Usage Tips
“This grid needs to be dynamic: adjust the scores every quarter based on your actual conversion rate.”
— Lucie Montel , Data Scientist specializing in CRM
Expert Opinions and User Feedback on B2B Prospect Types
👔 Testimonials from B2B Professionals
Marie Gagnon – Acquisition Manager (SaaS Publisher)
“At our company, we distinguish 4 profiles: the 'curious' who download content, the 'comparisoners' who request demos, the 'urgent' ones with an immediate need, and the 'strategists' who plan long-term. Our scoring in HubSpot helps us tailor the follow-up to each one.”
Mehdi El Kouri – Founder of an ABM agency
*“An enterprise prospect is nothing like an SME. We've created specific engagement matrices: for a CFO of a major account, 7 to 12 multichannel touchpoints are needed before the first meeting, compared to 3 to 5 for a startup.”*
Sophie Lavigne – Business Developer (Cybersecurity)
“Technical leads (CTO, CISO) want concrete results immediately. Our playbook includes technical use cases from the very first email and access to the API documentation. General sales representatives often struggle with this profile.”
🎓 Expert Analysis in Lead Generation
Prof. Alexandre Dumont – B2B Marketing Specialist (HEC)
“Modern typology must incorporate the level of digital maturity: the 'digitally mature' engage via chatbots and self-service trials, the 'traditional' still favour the telephone and physical events. Ignoring this dichotomy is costly in terms of conversion rates.”
Camille Stern – Senior Inbound Marketing Consultant
“Since 2024, I recommend also categorizing by type of intent data: 'active' (recent searches), 'passive' (content views), and 'dormant' (former customers). Our study shows 5x greater effectiveness when messaging is adapted to these signals.”
Dr. Hugo Martins – Expert in the Psychology of Decision-Makers
: “Our neuroscience identifies three archetypes: 'analysts' (need for data), 'followers' (customer references), and 'visionaries' (disruptive storytelling). The same argument cannot convince all three profiles.”
Nathalie Beaulieu – Managing Director of a Lead Scoring Platform
*“The big trend for 2024 is 'micro-targeting': subcategories such as 'internal champions' (influential but non-decision-making users) or 'blockers' (reluctant middle management). These nuances change the entire approach strategy.”*
🚀 Specific Sector Case Studies
• FinTech Partners (Payment Solution)
“We segment our banking leads into: regulators (compliance needs), innovators (UX research) and optimizers (ROI focus). Each group receives a specific journey, with an average conversion rate of 22% vs 8% in a generic approach.”
• GreenManufacturing (Industrial Equipment)
“Our plant buyers are either in 'crisis' mode (urgent replacement) or 'evolution' mode (3-year project). For the former, we use email and telephone for immediate solutions. For the latter, webinars and site visits.”
💡 A Word from the Experienced Prospector
“A good B2B lead isn't a target, but a potential partner whose decision-making process you need to understand. The ideal type? One that reflects their priorities, not your products.”
— Édouard Lefèvre , Founder of B2BLeaders Academy
