B2B Life Science Lead Generation Strategies for Engaging Key Prospects

Lead generation has multiple meanings in the life sciences. In pharmaceutical development, a lead is a chemical compound with potential clinical importance. Rigorous testing and iterative fine-tuning determine the most promising candidates. In a Nature Reviews: Drug Discovery article, the authors observe that:

“It is vital to identify high-quality actives, or ‘hits’, as the molecular starting point is crucial in determining the later potential for success. Hit discovery and lead generation is therefore far more than just the identification of active compounds; it is the multi-disciplinary process of selecting the most promising lead candidates from rigorously assessed molecular series.”

Lead generation is also an important goal in the marketing departments of B2B life science organizations. In marketing, a lead refers to a potential customer who exists along a pathway carrying him or her closer to making a purchase. In both scenarios, lead generation involves identifying, qualifying, fine-tuning, and accelerating the most promising candidates. In this article, we will explore the lead generation process as it relates to marketing and how a highly targeted approach can fill your pipeline with potential buyers and other stakeholders critical to your success.