B2B lead generation is the process of generating leads, or potential customers, for a business that sells its products or services to other businesses. The lead generation process typically involves identifying potential customers, qualifying them as leads, and then nurturing them until they are ready to purchase. There are a number of different ways to generate leads, including online marketing, cold calling, and lead capture forms. Once leads have been generated, they must be qualified in order to determine whether they are ready to buy. This is done by evaluating their needs, budget, and level of interest.