The first step is largely responsible for the success of all subsequent steps. First, find out who your potential buyers are. Then, step by step, develop a process to analyze which phase the lead is currently in.
The task of marketing here is to find out the different buyer personas. This makes it easier to create a picture of the right lead for the products or services offered.
Important relevant data are, for example, in which region the ideal customers are active and how big the companies are where they work.
What wants, needs or problems are they concerned with? You can also use behavior for your purposes.