Service · Demand Generation
B2B lead generation: qualified conversations instead of contact lists.
Many lead generation projects deliver what they promise: leads. The problem starts when sales finds that it can work with only a few of them.
In short
Effective B2B lead generation has three parts: creating demand, qualifying enquiries and handing them over cleanly to sales. If one is missing, you get a contact list instead of a pipeline. We don't sell leads; we build this process with you.
Definition
A qualified lead is a contact who meets three conditions: the company fits the ideal customer profile, the person has a role in the buying process, and there is a recognisable reason. Other contacts are useful for later engagement but do not yet belong with sales.
01 · Starting point
Why more leads rarely solve the problem.
When sales says it needs more leads, it usually means something else: more conversations with companies that can and want to invest.
A channel optimised for low cost per lead reliably delivers many contacts with little intent. Sales works through the list, finds little and reports back that the leads are poor. Marketing points to targets achieved. Both are measuring different things.
The solution lies in a shared definition and in form logic that deliberately adds friction. Three extra mandatory fields on use case, timeframe and scale lower the completion rate and raise the number of usable conversations.
The decisive metric is therefore the cost per proposal triggered.
The components
- Demand: channels and content along the buying stages
- Conversion: landing pages and staged offers
- Qualification: criteria, form logic, scoring
- Handover: definition, response time, recycling process
- Measurement up to the proposal
02 · Metrics
What is measured and how meaningful it is.
| Metric | Significance | Why |
|---|---|---|
| Number of leads | low | Says nothing about fit, role or reason |
| Cost per lead | low to misleading | Optimising for it systematically lowers quality |
| Form completion rate | medium | Only meaningful together with downstream qualification |
| Share of enquiries accepted by sales | high | The first honest filter |
| Number of proposals triggered | very high | The actual commercial proof |
| Cost per proposal triggered | very high | The metric we steer by |
| Order value per channel | highest, but delayed | Robust after 6 to 12 months |
The last three metrics require a connected CRM. See Revenue Operations & Intelligence.
Frequently asked
Frequently asked questions about B2B lead generation.
How many leads can we expect?
Do you buy address lists?
What is the difference between lead generation and demand generation?
Do you also handle follow-up?
What if our sales team has no capacity for more enquiries?
Further reading
Relevant next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.