I accept the privacy policy

The information you send through this form is of a personal nature and, therefore, we need to remind you of the rights you have in terms of data protection. The responsible. We inform you that your data will be processed by BCM Marketing Industrial S.L. as responsible for this website. Purpose. We ask for your name, email and telephone number in this form to be able to answer your question; By sending this information you will NOT be subscribing to any mailing list nor will you receive commercial news periodically. Legitimation. By checking the checkbox that appears above, you are giving your consent for your data to be treated in accordance with the purpose of this form that appears in our privacy policy.

SMART goals for lead generation in B2B industrial companies

SMART goals for lead generation in B2B industrial companies

Any marketing action without clear goals is a waste of time, money and resources. But it is not always easy to choose the right objectives. On many occasions, companies fail because they pursue goals that are unrealistic, too ambitious, irrelevant to their business... Or simply because they are not sure about where they should direct their efforts in order to achieve their final goal.

The SMART methodology is a technique that helps you set rational objectives, and it specially suits all types of B2B marketing strategies. In this post we are using it to create a lead generation campaign.

What are SMART goals?

When we talk about goals, SMART is used as an acronym for Specific, Measurable, Attainable, Relevant and Timely.

Let's go through each of these features one by one.


The objective must be as specific as possible. It must be very clear what you want to achieve, who is the target, what are the problems that you may encounter and who is going to be in charge of each part of the project.


What is not measured cannot be improved. There has to be an objective, numerical way of establishing when has the goal been achieved. You must answer questions like “how much” and “when”.

For this, it is necessary to determine the KPIs that will help you measure the efficiency of the campaign at any time and check whether the objectives are being met. If they’re not, you will be able to detect mistakes early. Of course, it is essential to have the appropriate means to carry out this measurement, both in terms of software and analysis methodology.


The goals must be realistic within the constraints of the company and its B2B sector. It is important to be ambitious, but avoiding false expectations. An unattainable goal is useless.

On the one hand, it is necessary to continuously analyse market trends, the competition and its strategies, etc. On the other, you have to analyse your resources and ask yourself how can your company achieve the objective.


It is very important that the goal for lead generation is aligned with the company's global strategy. To find out if this is so, you can ask yourself why you want to achieve it. The answer will help you find out if it really is an important objective.

You should also ask yourself if this is the right time to focus on this goal and if it suits the current company situation.


To be measurable and specific, an objective must have a deadline for its achievement. Otherwise, it is simply a dream or a wish.

SMART objectives usually have a short-term focus, but it is more interesting if you also combine them with longer-term goals.

In addition to the final deadline, it is advisable to also establish a more detailed schedule of the tasks and the objectives to be achieved daily or weekly.

Advantages of SMART objectives

Implementing a SMART methodology does not imply a high cost for organisations. It is more of a philosophy that helps you broaden the business vision, improve the strategic planning, establish a continuous improvement methodology, avoid unnecessary risks, increase control over budgets, reduce costs, improve the engagement of the team and, ultimately, focus on what is important.

3 examples of SMART goals for lead generation

  • SMART goal 1: Increase leads by 45% in 3 months using a lead magnet and a landing page.
    • Specific: increase the number of captured leads.
    • Measurable: 45% more than in the previous quarter, from 400 to 650.
    • Achievable: with a valuable lead magnet and a landing page.
    • Relevant: if the leads fit the buyer persona, having more leads will translate into more sales.
    • Timely: three months.
  • SMART goal 2: Increase the number of qualified leads by 20% in two months using an email marketing strategy
    • Specific: increase the number of qualified leads, those who are closer to the purchase decision because they have already shown interest in your product or service on several occasions.
    • Measurable: 20% more than in the previous two months, from 400 to 480.
    • Achievable: with an email lead nurturing campaign.
    • Relevant: we bring more leads closer to the moment of purchase.
    • Timely: two months.
  • SMART goal 3: Increase the number of visits to the company's website by 30% in one month
    • Specific: increase the number of visits to the website.
    • Measurable: 30% more than in the same month of the previous year. For example from 4,000 to 5,200.
    • Achievable: with a Google Ads campaign.
    • Relevant: if the website has more visitors with the right profile, you will get more leads simply by maintaining the same conversion rate.
    • Timely: one month.

We at BCM Marketing always work with SMART objectives in our lead capture strategies, and we are looking forward to talking about your project.

EasyBusiness, a tool for lead prospection

EasyBusiness, Data, Leads and Prospecting: all in one to boost your sales. A B2B prospecting tool that allows you to segment and analyse the market and plan your sales actions and marketing campaigns intelligently.

It will help you at all stages of the sales cycle in order to achieve your objectives. Take advantage of Kompass' renowned global B2B database and advanced functionalities to:

  • Analyse and segment the market
  • Identify potential and prospect
  • Connect with your potential customers and follow up correctly
  • Accelerate sales and close

Manage Consent Preferences

Technical cookies are strictly necessary for our website to function and for you to navigate it. These types of cookies are what, for example, allow us to identify you, give you access to certain restricted parts of the site if necessary, or remember different options or services you have already selected, like your privacy preferences. Therefore, they are activated by default, and your authorization is not necessary for them. Through your browser settings, you can block or alert the presence of this type of cookies, but such blocking will affect the proper functioning of the various features of our website.

Analytical cookies allow us to study the navigation of users on our website in general (for example, which sections of the site are most visited, which services are used the most and if they work correctly, etc.). From the statistical information about navigation on our website, we can improve both the performance of the site itself and the various services it offers. Therefore, these cookies do not have an advertising purpose, but only serve to make our website work better, adapting to our users in general. By activating them, you contribute to this continuous improvement. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Functionality cookies allow us to remember your preferences, to personalize certain features and general options of our website each time you access it (for example, the language in which the information is presented to you, the sections marked as favorites, your type of browser, etc.). Therefore, these types of cookies do not have an advertising purpose, but by activating them, you will improve the functionality of the website (for example, adapting it to your type of browser) and the personalization of it based on your preferences (for example, presenting the information in the language you have chosen in previous occasions), which will contribute to the ease, usability, and comfort of our page during your navigation. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Advertising cookies allow us to manage the advertising spaces included on our website based on criteria such as the content displayed or the frequency at which the ads are shown. For example, if the same ad has been shown to you several times on our website, and you have not shown personal interest by clicking on it, it will not appear again. In summary, by activating this type of cookies, the advertising shown on our website will be more useful and diverse, and less repetitive. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Behavioral advertising cookies allow us to obtain information based on the observation of your browsing habits and behaviors on the web, in order to be able to show you advertising content that better matches your personal tastes and interests. To put it very simply, we'll give you a fictional example: if your last searches on the web were related to suspense literature, we would show you advertising about suspense books. Therefore, by activating this type of cookies, the advertising we show you on our website will not be generic, but will be oriented towards your searches, tastes, and interests, thus being exclusively tailored to you. You can activate or deactivate these cookies by checking the corresponding box, being deactivated by default.

Cookie Settings

We use our own and third-party cookies to analyze our services and show you advertising related to your preferences based on a profile made from your browsing habits (for example, pages visited). You can accept all these cookies by clicking the ACCEPT button, or configure them or reject their use by clicking on the section COOKIE SETTINGS.

If you want more information, consult the Cookie Policy and List of Cookies on our website.