B2B lead generation is the process of identifying the ideal customers for your product or service and then attracting them to buy. Every new lead gives you the opportunity to nurture them into a customer. It is essential to B2B businesses as it helps you contact and engage with the right customers. The ultimate goal for B2B lead generation is to create a consistent and predictable stream of leads that you are likely to convert into customers. If your B2B lead generation strategy is implemented correctly through data-based decisions, it will bring you new customers and revenue, therefore allowing your business to grow.