Lead generation sounds complex, but it doesn’t have to be. Whether you’re running a startup, freelancing, or working in a sales role, the basics are simple. It’s all about reaching out to the right people in a way that feels human, not automated. In this tutorial, we’ll walk through the essentials of lead generation, the tools you’ll need, and how to actually book meetings using email, LinkedIn, and X.
Step 1: Understand what lead generation really means
Lead generation is the process of identifying and reaching out to people who might be interested in your product or service. In B2B, that usually means decision-makers like founders, sales leaders, or marketing managers. The goal is to start a conversation that eventually leads to a sale.
The difference between successful lead gen and wasted time? Targeting and personalization.
Step 2: Build a targeted prospect list
Start with your Ideal Customer Profile (ICP). Who do you help best? What kind of company do they work at? What job title do they have?
Once you’ve defined that, use tools like Apollo.io or Hunter to find their contact info. These platforms let you filter by company size, title, industry, and more. If you’re just starting, aim for a small, manageable list of 100 to 200 prospects so you can focus on doing it right.
Step 3: Personalize your outreach
This part matters the most. Sending the same message to 1,000 people won’t get you results. Focus on personalization that shows you’ve done a bit of homework.
Use their name, company name, and mention something relevant like a recent post they shared or a product update they launched. Tools like Lemlist and Instantly can help automate this without making it feel robotic.
At Pursuitz, we always lead with value. We don’t just say “Hey, want a call?” We point out exactly how we can help. You should do the same.
Step 4: Go omnichannel from the start
Don’t just rely on email. Email is great, but people also live on LinkedIn and even on X (formerly Twitter).
Start by connecting on LinkedIn. Tools like LinkedIn Sales Navigator let you find the right profiles fast. Engage with their content before messaging them. It warms up the conversation.
On X, keep it casual. Reply to a tweet, like a post, then follow up with a short DM. You’d be surprised how many decision-makers are more active there than anywhere else.
Going omnichannel helps you stay visible. One email might get ignored. But an email, followed by a LinkedIn message, and then a soft DM on X? That gets attention.
Step 5: Write better messages
Keep it short. One to two paragraphs is more than enough. Get to the point quickly.
Here’s a basic structure:
Mention who you are
Say why you’re reaching out
Highlight the benefit
Offer a simple next step (like a quick call)
Make sure to test your emails with tools like MailTester to improve deliverability. Avoid spammy words and weird formatting.
Step 6: Follow up
This is where most people drop the ball. If you don’t hear back, follow up at least 2 to 3 times.
You can space them out over a week or two. Just keep it polite and reference your previous message. You’d be surprised how many people reply to the second or third email.
Tools like HubSpot CRM or Close.com can help track your follow-ups and remind you when to ping someone again.
Step 7: Track and tweak
Track opens, clicks, replies, and meetings booked. If something’s not working, change it. Test different subject lines. Try different messaging angles. The more you experiment, the better you’ll get.
Google Sheets can work if you’re just starting. But if you want to take it seriously, use a CRM to keep everything organized.
If you’re busy running your business and don’t have the time to manage this every week, we’ve got you covered. At Pursuitz, we handle all of this for you, from personalized outreach to multi-channel campaigns, so you don’t have to stress about it.
