Lead generation for B2B
Generate qualified b2b enquiries
We help B2B and SaaS sales teams generate qualified opportunities from the organisations and roles they genuinely want to sell to.
B2B and SaaS companies selling to businesses
Selling to businesses is slower and more crowded than most inbound channels suggest. A purchase usually involves several people, each with a different concern, and a single interested contact rarely has the authority to move things forward alone. Volume on its own does not help, because unqualified interest simply moves the problem from marketing to sales.
Our work in this sector is about generating targeted enquiries and qualified sales opportunities rather than raw responses. We build targeting around company profile and job title, run outbound and inbound as a single system, and agree with your sales team what a lead has to look like before it is passed across.
What we see
Where b2b lead generation usually breaks down
Contacts who cannot move the decision
An interested individual is not the same as an opportunity. Where the enquiry sits with someone who has no budget and no route to the buyer, the sales team spends its week educating people who cannot progress anything.
Long cycles with several decision makers
A typical purchase involves a user, a manager, a finance or procurement contact and sometimes a technical reviewer. Each has a different question, and a campaign that speaks to only one of them stalls the moment the conversation moves internally.
Marketing and sales disagree about what a lead is
Marketing often counts form fills while sales counts conversations that could realistically close. Without a shared definition both sides feel let down, and the number that actually matters, opportunities, gets lost in the noise.
Targeting that is either too broad or too narrow
Broad campaigns generate plenty of response from the wrong companies, while very tight lists run out of names quickly. Getting the balance right means defining the account profile carefully and refreshing targeting as the campaign is tested.
Our approach
How we generate b2b enquiries
- 01
Map the buying committee before the campaign
We identify the roles involved in a typical decision, from the person who feels the problem to the person who signs the contract. Each role then gets messaging that answers the question it actually asks, which keeps the conversation alive as it moves through the organisation.
- 02
Target on company profile and job title
Campaigns are built around the industries, sizes and locations that fit the customers you serve best, matched with the seniority and function you need to reach. Precision here reduces wasted outreach and makes results easier to read and act on.
- 03
Run outbound and inbound as one system
Outbound reaches named contacts directly, while search, content and paid activity catch buyers already researching the category. Running both means a prospect who ignores one route often appears through the other, so the two activities reinforce each other rather than compete for credit.
- 04
Agree the lead definition with sales
Before campaigns go live we agree what counts as a marketing response, what counts as a sales-ready opportunity and who owns the handover. That conversation is usually the difference between a pipeline the sales team trusts and one it quietly ignores.
Your lead definition
What a qualified b2b lead looks like
Fits the account profile you sell to best
The organisation's industry, size, location and operational setup fall within the segment where your proposition is strongest. Selling outside that profile tends to produce long evaluation cycles and delivery problems later.
A named contact in a relevant role
The enquiry comes from a person whose function and seniority mean they either own the problem or can influence the decision. An anonymous form fill with no name, role or company attached is a marketing response, not a lead.
A live business problem or project
There is a recognised need with a reason to act, such as a planned change, a growth constraint or an existing arrangement coming up for review. Interest with no timing attached is worth nurturing but not worth a salesperson's week.
A route to budget and authority
Either the contact controls the budget or they can identify who does and are willing to arrange an introduction. That route is what separates a friendly conversation from a genuine sales opportunity the team can forecast.
Channels
How we reach b2b buyers
- Outbound campaigns to named contacts at companies matching your target profile
- Search and paid campaigns aimed at the business problems your proposition addresses
- Content written for the different roles involved in a buying decision
- Landing pages and enquiry forms built around a single use case rather than a general overview
- Qualification and scoring that separates a marketing response from a sales-ready opportunity
Questions
B2B lead generation questions
What counts as a qualified lead in B2B?
At minimum, a contact at a company that fits your target profile, in a role that can influence the decision, with a recognisable problem and a reason to act now. Anything less than that is a response worth nurturing rather than a lead worth handing to sales.
Can you target specific job titles and company types?
Yes, that is the starting point for most B2B campaigns. Targeting is usually built from industry, company size, location, function and seniority, so outreach reaches the roles that matter instead of everyone who matches a relevant keyword.
Do you work with SaaS and software companies?
Yes, along with industrial and manufacturing suppliers, wholesalers and other businesses that sell to other businesses. Our role is generating targeted enquiries and qualified sales opportunities for your sales team, not building or supporting your software.
How do outbound and inbound fit together?
Outbound puts your proposition in front of named contacts you have chosen, while inbound attracts people already searching for a solution. Most B2B pipelines work better with both, because the two routes reach the same buyer at different stages of a long decision.
B2B
Let's talk about b2b enquiries
Tell us what a valuable customer looks like in your business. We will explain how we would go about generating more of them, and be honest if we are not the right fit.