B2B lead generation guides

Practical guides on finding, enriching and reaching B2B buyers. Each one has a worked example and says what to do with or without FUNEL. Written by the FUNEL team, so treat them as vendor guides.

• B2B lead generation: the complete guide

  A practical guide to B2B lead generation: define your ICP, build a list, verify emails, reach out by email and LinkedIn, stay compliant and measure results.

• What is lead enrichment?

  Lead enrichment adds missing details to a lead, such as a verified email, title or company size. Learn the fields, sources, an example and mistakes to avoid.

• How to find a business email address

  Six reliable ways to find a business email: company pages, the email pattern, search operators, finder tools, lead databases and referrals, plus how to verify.

• How to build an ideal customer profile

  Build a B2B ideal customer profile in six steps: study your best customers, find patterns, choose attributes, turn them into filters, size-check and refine.

• Is B2B cold email legal?

  Is cold email to businesses legal? A guide to GDPR legitimate interests, CAN-SPAM and Canada's CASL, with a checklist. General information, not legal advice.

• ICP vs buyer persona

  An ICP describes the companies you sell to. A buyer persona describes the people inside them. Learn the difference, how they fit together and see an example.

• How to verify emails and reduce bounces

  Email verification checks an address before you send. Learn what the checks do, how to read the results, how to handle risky addresses and keep bounces low.

• How to find your competitors' followers and engagers

  People who follow a rival or comment on its posts are already paying attention to your market. See how to find them, filter to your ICP and reach out well.

• Lead scoring for B2B outbound

  Most lead scoring guides assume website traffic. This one is for outbound: score cold lists on fit plus signals, with a worked 100-point model and tiers.

• Per-seat vs credit pricing for B2B data

  Seats make your bill track headcount, credits make it track volume. Learn how each pricing model works, how to find your break-even and what to ask vendors.

• How to build a local business lead list

  Build a local business lead list by city and category: search, split big cities, filter by quality, find the owner, verify contacts and personalise outreach.

• LinkedIn and email sequence examples

  Three multichannel sequences that combine LinkedIn and email, with day-by-day timing, branches for accepted and not accepted, and short message skeletons.

• Cold email deliverability checklist

  A practical cold email deliverability checklist: authenticate your domain with SPF, DKIM and DMARC, warm up mailboxes, clean your list, and keep spam rates low.