AUDIENCE · RELEVANCE · CUSTOMER CONVERSATIONS

B2B lead generation.
From interest to customer conversation.

Create the conditions for more relevant enquiries. We connect your offer, content and contact journey with a clear understanding of which contacts actually fit your business.

Let's talk about your enquiries

Start by defining what a relevant lead means to you

A lead is a contact who has shown interest, not automatically a business opportunity or customer. In B2B, you need to know which companies, roles and needs fit the offer. Work starts with that definition and with how a contact will be passed to the person responsible for sales.

WHAT THE WORK CAN INCLUDE

Build a clearer path
from offer to contact.

Scope is chosen around the current gaps: reaching the right people, explaining the offer, capturing enquiries or following them up.

Audience and priority offer

We describe the desired companies, relevant roles, needs and situations. A clearly defined offer makes it easier to choose the message and contact journey.

Content that explains the value

Film, photography and copy are planned around what the audience needs to understand. The advert and landing page should work together and give a clear reason to take the next step.

Contact journey and qualification

We agree on which information an enquiry needs and how it is assessed. Qualification should help the next conversation, not create unnecessarily long forms.

Handover and follow-up

We describe responsibilities, responses and which signals can be tracked further. Where information is available, enquiries can be linked to completed conversations and business opportunities.

APPROACH & RESPONSIBILITIES

An enquiry, relevant contact, conversation and sale are different stages

We distinguish a submitted enquiry, a contact who fits the audience, a completed conversation and a potential sale. This helps you identify whether a problem lies in the campaign, offer or follow-up. A large number of forms is not enough to show that sales are working.

What affects scope and cost?

Audience breadth, the complexity of the offer, the need for new content, advertising, landing pages and follow-up all affect the work. Advertising budget and any tools need to be separated from labour costs. We describe the scope before starting; numbers of leads or sales cannot be guaranteed.

Describe your needs for a proposal

A qualification example — not a client case study

For a service sold to other businesses, an initial enquiry might include company details, contact information and a brief description of the need. The sales team then assesses whether the need, market and timing fit. Only after that assessment can the contact be described as qualified against your shared criteria.

Read about contact journeys and responsibility for follow-up
COMMON QUESTIONS

Good to know
before we start.

Scope, responsibilities and delivery should be clear before you place an order.

What is the difference between a lead and a qualified lead?

A lead has shown interest. A qualified lead meets the criteria you have agreed, such as the right type of company and a relevant need. Those criteria need to connect to your offer and the way your sales team works.

Is lead generation the same as booking meetings?

No. Lead generation creates and follows up on interest. Booking a meeting is one possible next step for a contact where a conversation is relevant. A booked meeting is not a promise of a sale.

Does this suit businesses with fewer, larger deals?

That approach may require a narrower audience, more explanatory content and longer follow-up. In the first conversation, we assess how the activity can be adapted to the deal value and decision process.

How should we organise follow-up?

You need a clear place for contact information and a responsible person to follow up. We begin by understanding how you work today and what needs to become clearer between an enquiry and the first conversation.

When can we assess whether the work is helping?

That depends on the sales cycle, available data and scope of work. We agree on what to track and when a review becomes meaningful. We do not promise a specific number of days to results.

A CONNECTED WHOLE

Corporate film

Explain the offer before a potential customer gets in touch.

All guides and further reading

A FIRST CONVERSATION

What needs to
work better?

Tell us about your offer, audience and what you want to take forward. We begin by understanding the need.

Let's talk about your enquiriesSee all services