B2B lead generation
Offers worth a buyer’s details, a landing page for each segment and campaigns aimed only at the companies you want as customers.
We start with sales, not the ad platforms: which companies close, which stall, and who signs. That becomes the ideal customer profile every campaign is aimed at. Then each offer gets its own page, written for one segment and one stage, and each campaign runs one offer. When lead quality slips, you can see which offer, page or audience caused it.
For Founders, heads of marketing and sales leaders at B2B software, services and trade suppliers who need more qualified conversations, not more names.
You need this when
- 01
Your only call to action is a demo request, and most visitors aren’t ready for one.
- 02
Campaigns are aimed at job titles, not at the companies you want to sell to.
- 03
Leads arrive from companies too small, or too far away, to buy.
What’s included.
Ideal customer profile
Company size, industry, region and buying roles, written down with sales from the deals you’ve won and lost.
Offers for each stage
A guide or benchmark for early research, and an audit or a demo on their own data for buyers close to a decision.
Landing pages and forms
A page for each segment or offer, with forms that ask enough to qualify and connect to your CRM.
Target account audiences
Your account list turned into audiences: company targeting on Microsoft where it’s offered, and contact lists on Google and Meta where you hold consent.
Campaigns
Campaigns on the channels in your growth plan, each tied to one offer and one segment, and reported on qualified leads.
Lead context for sales
Each lead reaches sales with the offer, page and form answers that brought it in, so the first call starts from what the buyer asked for.
How it runs.
Campaigns live in week 3 and the first weekly report in week 4; allow about 3 months of data before judging the paid channels.
- 01 · Define
We agree with sales which companies and roles you want.
- 02 · Offer
We choose or create an offer for each stage and segment.
- 03 · Build
We build the landing pages, forms and audiences, and connect the forms to your CRM.
- 04 · Launch
We run the campaigns on the channels in your plan.
- 05 · Tune weekly
Each week we review lead quality with sales and change the offers, pages or targeting.
Deliverables
- Ideal customer profile
- An offer for each funnel stage
- Landing pages and forms
- Target account audiences
- Campaign plan by channel
- Lead context fields in your CRM
- Weekly lead quality review with sales
Works with
What buyers ask.
Do you run cold outreach?
Not on its own. We build the offers, pages and paid campaigns. If your team runs outbound, we point it at the same offers and pages so the message matches.
How do you stop us paying for junk leads?
Forms that ask qualifying questions, targeting built from your ideal customer, and CRM stages sent back to the platforms so they learn what a qualified lead looks like. We report cost per qualified lead, not cost per lead.
Do we need new landing pages?
Usually one per offer or segment. We build them in your CMS or as standalone pages, and reuse existing pages where they already turn visitors into qualified leads.
Pairs well with
Scoring that sends ready leads to sales, and email that nurtures the rest.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.