Introduction

In our previous article "What is B2B lead generation?" We discussed the fundamentals: the process of systematically acquiring business leads, qualifying them as Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), and then forwarding them to sales teams. We explained why this is crucial for technology companies selling complex services and products that require long decision-making cycles.

Theory is one thing, but practice shows that lead generation success depends on selecting the right channels, allocating budget, and understanding the true cost of customer acquisition. In 2025, the lead generation landscape is changing faster than ever. Tools that leverage artificial intelligence for lead generation (e.g.,Clay or Twain) revolutionize personalization, and the data obtained allows you to target companies that are ready to buy.

In this article, we will answer specific questions we hear from our customers.

• Which channels work best?
• How do startups and software houses really generate leads?
• How to build a strategy that combines cost-effectiveness with lead quality?

We analyzed the latest industry reports from 2024-2025 to provide you with hard data and practical conclusions.

Inbound vs Outbound: Two Pillars of a Modern Strategy

Before we move on to specific channels, it is crucial to understand the fundamental division in lead generation strategies.

Inbound: Attracting Interest

Inbound marketing involves creating valuable content and experiences that attract potential customers to your business. This is a permission-based approach, where customers find you when they're looking for a solution to their problem.

Examples of inbound channels:

• SEO and content marketing (blog articles, industry reports, case studies)
• Webinars and online events
• Lead magnets (ROI calculators, audits, whitepapers)
• Social media marketing (LinkedIn, Twitter/X)
• Paid search (Google Ads) for people actively looking for solutions
• Landing pages optimized for conversion

Outbound: Proactively reaching out to customers

Outbound is a classic "sales-driven" approach where you identify potential customers and actively initiate contact. In the era of AI and hyperpersonalization, outbound is experiencing a renaissance, becoming an increasingly precise tool.

Examples of outbound channels:

• Personalized email outreach
• Account-Based Marketing (ABM) - campaigns targeted at specific companies
• LinkedIn outreach and Sales Navigator
• Cold calling (warm version with appropriate research)
• Industry events and face-to-face networking
• Collaboration with partners and referral programs

What is the equilibrium in 2025?

According to Pepsales, in 2025 It is predicted that 80% of sales in the SaaS and B2B software sector will be conducted digitally through inbound channels, while outbound strategy, especially ABM and personalized outreach, remains crucial to creating a sustainable hybrid model.
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What's more, data from SalesHive shows that 59% of marketers perceive leads from inbound channels as higher quality, while 61% consider them cheaper than outbound. This doesn't mean outbound is dying; quite the opposite. The most effective companies combine both approaches: inbound builds awareness and attracts interested parties, while outbound precisely targets key accounts with high potential. This is particularly important when generating traction for technology startups in the B2B segment.

Check out which channel is best for you in this article!

The Most Effective B2B Lead Sources in 2025

Let's analyze the specific channels that dominate the lead generation strategies of technology companies.

1. LinkedIn and Social Selling: The Undisputed B2B Leader

LinkedIn remains the absolute number one in B2B 44% of marketers indicate LinkedIn as the most effective social media platform in B2B, and the data shows impressive results.

Why LinkedIn works:

• Sales Navigator users qualify leads 45% faster and achieve 33% higher deal closing rates
• LinkedIn automation generates 10-20% acceptance of contact invitations and 5-10% conversion to meetings
• The platform enables precise targeting by position, industry, company size and interests

In practice: A combination of organic publishing of valuable content, paid advertising campaigns, and personalized outreach via Sales Navigator yields the best results. Avoiding a spammy approach is crucial, meaning each message should be tailored to the recipient.

2. Email Outreach: A Classic That Still Works

Email outreach is indicated by 44% of marketers as the number 1 channel in lead generatio and for good reason, because with the right approach, it's an extremely cost-effective tool.

Key metrics:

• Personalized campaigns outperform generic ones by 26%
• Average open rates are 18% and click-through rates (CTR) are between 2% and 5%

Trends in 2025: AI revolutionizes email outreach. Artificial intelligence tools help:

• Identify optimal shipping times
• Personalize content based on recipient data
• Test different versions of messages (A/B testing)
• Predictively score leads by conversion probability
  
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3. Intent Data and Account-Based Marketing: Precise Targeting

ABM is a game-changer for companies selling to enterprise and mid-market customers. Instead of casting a broad net, you focus resources on dozens or hundreds of the most important accounts.

Impressive results:

• 87% of B2B companies indicate ABM as a tactic that brings the highest ROI
• ABM generates 50% higher engagement and 30% shorter sales cycles
• Campaigns using intent data and ABM shorten sales cycles by 50-70% and increase win rates by 25-35%

What this means in practice: Intent data allows you to identify companies that are actively seeking solutions in your category (e.g., visiting competitor websites, reading industry reports, attending themed events). You can then strike a communication blow at the perfect moment when a potential customer is ready to talk.

4. AI Research Agents: A New Era of Intelligent Prospecting

This is the latest trend that will gain importance in 2025. AI research agents provide highly qualified leads with "why now" signals - information why a given potential customer might be interested now.

Results:

• 3-5x higher response rates
• Reduce research time by 40-60%

How it works: AI analyzes hundreds of signals from funding rounds and management changes, to LinkedIn posts and job postings, to media mentions. It identifies moments when a company likely needs your solution (e.g., it just secured funding for international expansion and will need your IoT platform).

5. SEO and Content Marketing: A Long-Term Inbound Investment

Content marketing remains the leader in demand generation with 87% effectiveness This is the foundation of an inbound strategy that works for you 24/7.

ROI and time perspective:

• SEO combined with AI-powered answer engines can generate a 200-400% increase in organic traffic within 12-18 months
• Content marketing generates 3x more leads than traditional marketing at 62% lower costs
• Quality content builds trust not only in the Founder, but also in the service or product, and therefore increases conversion at all stages of the funnel

Key formats in 2025: Case studies, interactive ROI calculators, video content, podcasts, long-form expert articles (like the one you're reading), and whitepapers with original data.

6. Events and Podcast Targeting: Good Timing is Key

Targeting event attendees and podcast guests At the right time, it generates 25-40% higher response rates. Why? Because you're engaging people in a context that's currently relevant to them.

Tactics:

• Contact with industry conference participants immediately after the event
• Outreach to industry podcast guests (who are visible and willing to talk)
• Sponsorship and active participation in events as a speaker

7. Video Prospecting and Personalization

Personalized outreach video increases response rates by 15-25%. In a world overloaded with text/email, short videos stand out and build connection on a human level.

Where do startups and software houses really come from?they acquire leads?

Time for some concrete data. What's the distribution of lead sources in tech companies like yours?

Key observations:

1. LinkedIn and email dominate - together they constitute 60-80% of the activity with lead generation
2. Trend in 2025: The growing importance of tools using artificial intelligence, precise data, and ABM, especially in the mid-market and enterprise segments
3. Hybrid wins - the most effective companies do not focus on one channel, butthey orchestratemulti-channel campaigns.
   

Practical conclusions for your strategy:

If you are in early stage:

• Accept higher CAC (3-5x ARR)as an investment in science and product-market fit
• Prioritize channels that allow for quick learning (email outreach, LinkedIn, paid ads on a small scale)
• Build the foundations of inbound (content, SEO) now - it will pay off in 12-18 months

If you scale:

• Optimize CAC towards 1-1.5x ARR
• Increase investment in channels with the best LTV:CAC (probably organic + email/ABM)
• Test more expensive channels with high ROI (ABM to enterprise)

If you are experienced:

• CAC should be stable and predictable
• Focus on efficiency: automation,AI, funnel optimization
• Experiment with new channels (AI agents, pre-event appointment scheduling) at 10-15% of your budget

Summary

Benchmarks and best practices are merely a starting point, not a goal. Every company has a unique ICP, value proposition, and GTM strategy. Your role is to:

1. Start with the data
2. Test systematically
3. Measure ruthlessly
4. Scale what works
5. Iterate, iterate, and iterate again

Sources

1. Origami Agents - Top 10 B2B Lead Generation Strategies 2025- Report on the most effective lead generation strategies, including AI research agents, ABM and LinkedIn social selling.
   
2. SalesHive - B2B Lead Benchmarks Digital Marketing Gen- Comprehensive benchmarks on channel performance, CAC for organic and paid channels, and AI trends.
   
3. Woodpecker - Lead Generation for Software Companies- Analysis of lead sources specific to software companies and technology startups.
   
4. Pepsales - Inbound vs Outbound Sales in 2025- Inbound and outbound strategy comparison report with predictions for 2025.
   
5. GrowLeads - B2B Lead Generation: Email vs LinkedIn vs Google Ads - Real Results 2025- Detailed comparison of costs and efficiency of the main B2B channels.
   
6. Marketer.com - Customer Acquisition Cost (CAC): Why This Metric Can Make or Break Your Growth- In-depth analysis of the CAC metric and its importance for the growth of SaaS companies.
   
7. Exploding Topics - Lead Generation Statistics- A collection of current statistics on lead generation in B2B.
   
8. Martal Group - B2B Digital Marketing Benchmarks- Benchmarks for B2B digital marketing.
   
9. Breath - B2B Cost Per Lead Benchmarks- Detailed breakdown of lead acquisition costs in various B2B industries.
10. Cropink - Lead Generation Statistics- A compendium of statistics on lead generation in the B2B context.