When two companies who are alike in their business objectives work together the outcome is B2B or Business-to-Business lead generation. When the products and services of one company is required to do business by the second company, the two companies are said to be conforming to each other's needs. This is perhaps the most predominant feature of Business-to-Business lead generation. The value of B2B sales is critical for a healthy bottom line for the company.

Take the example of people engaged in manufacturing something. Someone making personal computers would need parts and spares for assembling the computer. Now obviously you would not be manufacturing each and every part yourself, so you need to buy those parts from a company that manufactures them. It makes good business sense if you maintain long term relationships with companies who manufacture the parts. This helps you in going for specific custom-made parts and the supplier is also pleased to have continuous business coming from you. Now look at the business from another perspective, that of the manufacturer of parts. If you were one, you would be running a profitable enterprise if you established a mutually agreeable business contract with companies who require parts made by you.

The concept of Business-to-Business lead generation is gradually getting perceived as having a pivotal role. While doing this taking the conventional route like telemarketing and direct mailing has its own parameters, the more used routes are ads in trade journals or trade show presentations. Trade shows are in reality a meeting place of two like-minded companies to form partnerships. A professionally executed presentation which informs as well as entertains would go a long way in generating vital leads which could result in profitable business opportunities. Apart from the presentation, the organization of the trade show also carries a great deal of importance. When a trade show hardly draws any crowd or has trickling attendance, then there is hardly any benefit from it.

Advertising in trade magazines, subscribed to mainly by industry people could be a cost effective option for B2 lead generation. This allows you to talk to people who really matter. Thus trade magazines become a more targeted media than radio or newspapers.

The internet is known for its spread as well as the kind of influence it has, so it could also offer you great openings for B2B lead generation. The process of online lead generation uses various internet based techniques like direct marketing, search marketing and banners among others. The upward trend of the current market which stands at .3 billion, could go over billion by 2008.