Definition
A B2B lead (business-to-business) is a company, or a decision-maker inside one, that could buy your product or service. A dentist is a B2B lead for a dental software company; a SaaS founder is a B2B lead for a design agency.
How B2B differs from B2C
- Decision-makers: in B2B you need the person who decides — an owner, founder, manager.
- Considered purchases: businesses compare options and care about return on investment.
- Public data: businesses publish contact details so customers can reach them, which makes B2B prospecting possible.
- Rules: outreach rules often treat business contacts differently from consumers (but still apply).
Types of B2B leads
- Local businesses — clinics, trades, restaurants, shops.
- Small and mid-size companies — agencies, SaaS, e-commerce brands.
- Enterprise accounts — large companies with procurement teams.
- Creators as businesses — YouTubers and coaches who buy services.
Where to find B2B leads
| Type | Source |
|---|---|
| Local businesses | Google Maps |
| Advertisers | Facebook Ad Library |
| Startups | Product Hunt, TrustMRR |
| Creators | YouTube |
| Community members | Skool |
| Larger companies by job title | B2B contact databases |
What makes a good B2B lead
Fit (they match who you serve), need (a visible signal they have the problem you solve) and reachability (you can contact the person who decides).
Example
For a company selling scheduling software to clinics, every independent physiotherapy clinic is a B2B lead; the clinic owner is the person to contact. A clinic with no online booking on its website is a better lead than one that already has it.
Key takeaways
- B2B leads are businesses or decision-makers inside them.
- Fit, need and reachability make a good lead.
- Use the source where your kind of business is listed.