Key critical aspects of SMEs in B2B Lead generation: insights from an Italian qualitative study

Purpose. The aim of this study is to examine the key critical aspects of Lead generation (LG) that B2B SMEs must consider to successfully implement the process. Design/methodology/approach. Given the complexity of the topic, the study relied on a qualitative abductive approach. Data collection combined 20 semi-structured interviews with selected experts, Italian B2B SMEs and marketing agencies, and the examination of secondary materials. Findings. The results emerging from the analysis allow the identification of some key aspects of LG that B2B SMEs need to address for effective implementation. These aspects can be categorized into strategic and operational dimensions. Practical implications. This study provides important managerial insights by highlighting the strategic and operational elements crucial for effective LG in B2B SMEs. By identifying these critical aspects, marketing managers gain a structured framework to enhance the strategic importance of LG initiatives and improve coordination with the sales function. Additionally, these insights offer practical guidance for SMEs, serving as a reference tool to evaluate organizational readiness and identify gaps before implementing LG processes. Overall, the findings support managers in making informed decisions, fostering alignment across functions, and ensuring that LG activities are both strategically grounded and operationally effective. Originality of the study. The originality of this study lies in identifying three main strategic aspects (marketing strategy, lead-centric value creation, and digital culture) as key dimensions to be considered when adopting and developing an LG process. In addition, the research highlights three critical operational aspects (phygital marketing channel management, digital integration, and Marketing-Sales alignment) that emerge as essential for the effective execution of LG.