Lead Generation
Lead generation measured on quotations, not form fills
Most B2B lead generation fails in a predictable way. The campaign produces plenty of leads, the sales team says they are worthless, marketing points at the dashboard, and nobody can settle it because nothing connects a lead to what happened next. The fix is less about targeting than about measurement.
The overview
What this actually involves
A form fill is not a lead. Until someone qualified has decided this is a real opportunity, it is an email address. When campaigns optimise toward form fills, the platforms get very good at finding people who fill in forms, which is not the same as finding buyers.
What changes this is feeding qualified outcomes back. Once your CRM tells the ad platforms which enquiries turned into quotations, bidding starts chasing those instead. The same budget produces fewer leads and more revenue, which takes some explaining internally before the numbers come in.
The other half is speed. In B2B, the supplier who replies first is very often the one who wins, regardless of price. Automated acknowledgement and routing usually improve conversion more than any targeting change we could make.
We have worked with established businesses since 2019. More about how we work.
What you end up with
- An agreed definition of a qualified lead, before spend starts
- Campaigns aimed at decision makers rather than cheap clicks
- Enquiries acknowledged immediately and routed automatically
- Bidding optimised against quotations, not form fills
- Reporting your sales team will actually accept
How we run it
How the work is sequenced
Agree what qualified means
Before any campaign runs, sales and marketing define what counts. Without that agreement every lead-gen programme eventually ends in the same argument.
Run where decision makers are
LinkedIn for roles and named accounts, search for people already looking for a solution. Expensive per click, and reasonable per qualified enquiry.
Route and respond immediately
Instant acknowledgement, routed to the right person, with reminders. Response speed is the cheapest conversion improvement available in B2B.
Feed outcomes back to the platforms
Qualified leads and quotations imported into the ad platforms so bidding optimises toward buyers rather than form fillers.
FAQ
Common questions
Find out where your buyers are looking
A free audit of your visibility against the competitors you lose tenders to.