Start with a sharp target
Whichever method you use, be clear about who you sell to: sector, size, area and, above all, a visible sign of the problem your product solves. For example: “dental practices in north London with more than one site and no online booking”.
The methods compared
| Method | Best for | Cost | Speed |
|---|---|---|---|
| Google Maps + business websites | Local and small businesses | Low | Fast |
| Contact databases | Job titles at larger companies | Medium | Fast |
| LinkedIn (by hand) | Companies with clear decision-makers | A lot of time | Slow |
| Events and trade shows | A single sector | High | Seasonal |
| Partners and resellers | Firms selling something different to the same customers | Low–medium | Slow to start |
| Content and SEO | Businesses searching for their problem | Medium | Slow but lasting |
| Referrals | Your customers' contacts | Low | Varies |
Rough assessments; results vary by sector.
Google Maps and business websites
Salons, clinics, restaurants, hotels, garages and estate agents are poorly covered by contact databases, but nearly all of them are on Google Maps. Search by sector and area to build a list, then use the general contact address and the specific details on each website as the raw material for your first email.
Contact databases and LinkedIn
If you're after a particular job title at a larger company, contact databases are quick. LinkedIn works well by hand, with personal messages. Scraping and automation can break the platform's terms and put your account at risk.
Events, partners and referrals
Meeting people face to face builds trust quickly. Partnering with firms that sell something different to the same customers (a web agency and a booking software company, say) brings a steady stream of warm introductions.
Content and cold email
Guides, comparisons and calculators that answer your customers' questions are the cheapest source of leads over time, but they take months. Cold email to a well-chosen list is the quickest channel to test, where the law allows it. Keep the numbers low and the quality high.
FAQ
What is the cheapest way to find B2B leads?
In the short term, build a target list from Google Maps and business websites and send personal emails where that's lawful. In the long term, content and referrals.
Should I buy an email list?
Usually not. Bought lists tend to be out of date and poorly targeted, bounce rates are high, and they bring data protection and e-marketing law risks.