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Leads acquisition in a B2B environment

  • June 2 and 9, 2026 - from 09:00 to 12:00
  • Online training
  • Free

You cannot miss this training if you want to...

  • Understand the fundamentals of lead generation in a B2B environment.
  • Design and structure an effective lead generation plan in phases.
  • Learn how to classify and manage leads from MQL (Marketing Qualified Leads) to SQL (Sales Qualified Leads).
  • Implement lead scoring strategies to prioritize commercial opportunities.
  • Know and use CRM and automation tools to manage lead flow.
  • Apply practical techniques using tools such as LinkedIn, Seamless and Zoho CRM.
  • Establish efficient collaboration between sales, commercial, export and marketing teams.

Sign up for training: Lead Generation in a B2B environment!

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To whom is it addressed?

  • Sales, commercial and export departments: Professionals interested in optimizing the process of capturing and managing leads to increase commercial opportunities.
  • Marketing departments: Specialists seeking to align their efforts with sales objectives and improve the quality of leads generated.
  • Knowledge level: An intermediate level of knowledge of marketing and sales procedures is required to follow the program.

Content:

Session 1: Fundamentals and lead generation plan design

  • Introduction to B2B lead generation
    • Differences between B2B and B2C in lead generation.
    • The B2B buying cycle and its impact on the acquisition strategy.
  • Design of a lead generation plan
    • Definition of SMART objectives for lead generation.
    • The phases of the plan: attraction, conversion, qualification and closing.
    • Core strategies: content marketing, events, social media and more.
  • From MQL to SQL: Classification and key steps
    • What is an MQL and a SQL: differences and characteristics.
    • Transition from MQL to SQL: how to ease the process.
    • Introduction to lead scoring: basic criteria.
  • Practice 1: Introduction to LinkedIn and Seamless
    • How to find quality leads on LinkedIn, marketplaces and search engines
    • Use of Seamless or similar tools to enrich contact information.

Session 2: Tools, automation and advanced practices

  • Automation and CRM tools
    • Introduction to the use of Zoho CRM and similar tools.
    • Process automation: how to optimize the workflow.
    • Creation of sales pipelines and lead tracking.
  • Lead scoring: Prioritizing business opportunities
    • Advanced criteria for lead scoring.
    • Use of tools to implement lead scoring.
  • Practice 2: Configuration of a workflow
    • Creating a pipeline in Zoho CRM.
    • Automation of lead tracking in CRM.
  • Final case study
    • Design a mini lead generation plan for a real case.
    • Use LinkedIn, Seamless and Zoho CRM in the process.
    • Presentation and discussion of the strategies designed.

Speaker

Xavier Rivera

Xavier Rivera

Xavier Rivera Director of i-Marketing Consulting - Consultant, executive and trainer on Digital Marketing in most of its areas. Independent or in collaboration with communication, marketing and Internet agencies.

Technical data

The member companies of amec have a 40% discount on the price and a 20% discount for AER and Ascamm member companies.

  • Member price amec: 350€ + VAT
  • Price for AER / Ascamm members: 460€ +VAT
  • Price for non-member companies: 580€ + VAT

Minimum number of attendees: 7

Training subsidized by Fundae, ask us for the documentation for your subsidy.

For cancellations made 7 days prior to the start of the training, no refund will be possible.

Do you have any questions? Send an e-mail to Eva Pahissa – epahissa@amec.es

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