Each business needs a consistent supply of sales if it wants to endure. How every business approaches making those sales will vary, yet there will consistently be sure key strategies that impact everything. 

Everything begins with identifying who the ideal client is, after that point finding and contacting them are the next step. The point is to get before individuals who have both a need and the budget plan needed for the product or service on offer. 

Completely improving this sales cycle takes both a viable B2B lead generation system and in addition a B2B sales methodology.

If your sales pipeline is looking “lethargic” and you have to renew it rapidly, you should take a gander at prospecting. With prospecting, you can book meetings with qualified leads, quickly. You should think and react quickly and be fine with successive dismissal, however, if your salespeople have the correct abilities, you can do it. 

Then again, if time is your ally, lead generation is the best approach. It’s a more extended term approach that normally improves the quality of lead sometime later.

So, what is the main difference?

B2B Lead generation is commonly around single direction communication and adopting a one-to-numerous strategy. It is an action that will normally be taken care of by the marketing team of the company. 

Interestingly, B2B sales prospecting is around two-way communication and adopting a one-on-one strategy. It will be taken care of by the sales team of the company.  

While lead generation action will, in general, be directed throughout a more extended timeframe and plans to drive engagement and make a constant flow of leads, prospecting is regularly more forceful and searches for a quick result.

Basically, lead generation is a long term procedure and prospecting is a short-way, instant hit system. In any case, both are essential in driving net new customers for your business.

Lead Generation 

Lead generation is a method used by B2B businesses to create awareness and build networks or relationships. In order to be useful in today’s marketplace, any strategies must understand the way contemporary B2B buyers go about discovering and engaging the suppliers they will work with.

A person who is in the middle of making a buying decision will definitely conduct research. They will head on the web and take a look at different solutions available for them online, sometimes before ever reaching any providers. Lead generation techniques should aim to get the company in front of a purchaser from the beginning of this cycle when they are beginning to find solutions.

Therefore, inbound marketing lead generation strategies keep on growing. These are methodologies that plan to enable the organization to be ‘found’ by a possible lead, instead of trying to get before them, as traditional marketing strategies would have done. Some of the most common B2B lead generation techniques used by inbound marketers are – 

  • Search Engine Optimisation
  • Content Marketing
  • Email Marketing

Account-based Marketing is a lead gen technique that is quite in a trend nowadays, ABM includes contacting various individuals inside a similar target account yet with customized and personalised content that tends to their individual trouble points.

Sales Prospecting 

Sales prospecting is handled by the sales team and is the part of the procedure that comes after lead generation and before pitching your product or service as a solution. From cold emailing or cold calling to directly sending mail, B2B sales prospecting includes all those methods which have better results in a short time. It is very fruitful when done on already engaged leads (those that have already been nurtured and qualified by marketing). 

Sales prospecting often includes a combination of emails, phone calls, and definitely social selling, with sales reps focusing to construct a relationship with a lead and close the sales deal.

In all honesty, with prospecting, it might take at least nine “TRIES” before you get a reaction from your prospects. Because it is true that people you’re prospecting might not have enough knowledge or awareness about your company and the products or services you deliver.

Also consider prospecting, only If you are sure about your capacity to rapidly and briefly convey your proposition, and are open to addressing clients and reacting to their protests.


So, the major difference between the two comes down to a simple fact which is:

Sales Prospecting is an activity that involves the sales team’s contribution, usually a one on one conversation with the prospect. Lead generation is a concern of the marketing team. You just have to understand the differences that can help you streamline your sales and marketing processes and help you grow your business. Picking which one to use relies upon what you’re attempting to achieve. Whenever you’ve made that assurance, the choice is simple. Eventually, you need to do both prospecting and lead generation.