What is B2B Lead Generation?
B2B lead generation is the process of identifying potential business customers (leads) and obtaining their contact information. Unlike B2C, it targets decision-makers in companies — CEOs, sales directors, IT managers and other key personnel.
In the DACH region (Germany, Austria, Switzerland), there are approximately 3.5 million businesses. The challenge: finding the right contacts at the right companies — with verified data.
Why is Lead Generation Different in the DACH Region?
The German-speaking market differs fundamentally from English-speaking markets:
- GDPR compliance is mandatory: Strict data protection rules apply since 2018. Not every method that works in the US is legal here.
- Legal notice requirement: German companies must publish a legal notice (Impressum) with contact details — a unique data source.
- Lower digitization in SMEs: Many SMEs have no active LinkedIn presence, making social selling harder.
- Quality over quantity: German B2B buyers expect professional outreach, not mass emails.
Top 5 B2B Lead Generation Methods in 2026
1. Automated Lead Research
Tools like the DACH B2B Lead Generator scan publicly available sources (Google Maps, company websites, legal notices) and deliver verified contact data as Excel files. Advantages: Fast, scalable, GDPR-compliant.
2. LinkedIn Sales Navigator
LinkedIn remains the most important B2B platform. The Sales Navigator lets you filter decision-makers by industry, region and position. Downsides: Expensive (from €80/month), no email addresses, LinkedIn messages only.
3. Content Marketing & SEO
High-quality content attracts potential customers organically. Works long-term but needs 6-12 months to ramp up.
4. Trade Shows and Events
Still important in the DACH region. Industry events like Hannover Messe or DMEXCO generate high-quality contacts — but only seasonally and cost-intensive.
5. Referral Marketing
The most effective method in German SMEs. Existing customers recommend you. Hard to scale but highest conversion rate.
Cost Comparison: Lead Generation Methods
| Method | Cost per Lead | Time Required | Scalability | |--------|--------------|---------------|-------------| | Automated Research | €0.18–0.29 | Minutes | High | | LinkedIn Sales Navigator | €5–15 | Hours | Medium | | Content Marketing | €10–50 | Months | High (long-term) | | Trade Shows | €50–200 | Days | Low | | Referrals | €0 | Variable | Low |
GDPR-Compliant Lead Generation: What's Allowed?
Processing B2B contact data is GDPR-compliant under certain conditions:
- Art. 6(1)(f) GDPR: Legitimate interest in B2B marketing
- Publicly available data: Legal notices, Google Maps, commercial registers — these sources may be used
- Opt-out option: Contacted persons must be able to unsubscribe
- Documentation: The data source must be traceable
Next Steps
- Define your target audience: Which industry, region and company size?
- Set a budget: From €29 (one-time) to several thousand euros per month
- Choose a method: For quick results → automated research. For long-term growth → content marketing + LinkedIn.
- Test and optimize: Start with a small lead list and measure conversion rates.
This guide is regularly updated. Last update: February 2026.
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GDPR-Compliant Lead Generation: What's Allowed and What's Not?
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