Digital Marketing B2B Lead Generation Google Ads SEO & AI Search (GEO) Digital Strategy Brand & Positioning About Contact Get in touch
B2B lead generation for SME organisations
B2B lead generation for SMEs

B2B lead generation
that works predictably.

From unknown visitor to qualified conversation. Built together, carried by your team.

Most B2B SMEs have no shortage of marketing activity. A campaign is running, there is a newsletter, someone posts on LinkedIn and the agency sends a report every month. Yet the question lingers: where do our new customers actually come from? And why does sales keep saying the leads are not good enough?

B2B lead generation only works when marketing and sales share one process. From the first search to the first conversation. That is the process we build together, with your team at the wheel.

What it is

What is B2B lead generation?

B2B lead generation is the structured process of attracting, qualifying and following up potential business customers. The goal is not to collect as many contact details as possible, but to create a predictable flow of conversations with organisations that fit what you offer and are ready for it.

In B2B, decision cycles are long, several people sit at the table and the value per customer is high. That is why B2B lead generation is about relevance and timing, not volume. A lead is only worth something when sales can do something with it.

Good lead generation is therefore not a campaign but a system. A chain of steps that connect, and that you can measure, improve and repeat.

1

Attract

Be visible at the moment your ideal customer recognises a problem and starts searching. Through Google, AI search engines, LinkedIn or your network.

2

Convert

A clear offer and a logical next step. A landing page, a conversation, a whitepaper or a demo that matches the buyer's stage.

3

Qualify

Decide which leads are worth the effort. Based on agreed criteria, not gut feeling. So sales knows exactly what is coming in.

4

Follow up and learn

Follow up quickly and personally, and feed back what happens to every lead. That feedback makes the next round better.

The approach

From scattered actions to one lead process

We do not start with channels or tools, but with your customer and your sales process. Who is the ideal customer? How do they orient themselves? Which step in the commercial process is stalling right now? Only once that is sharp do we choose the channels that fit best.

We do this together. I bring structure, experience and the specialist knowledge of channels and measurement. You bring the market knowledge and the customer contact. Your team learns with every step, so that after the engagement you can adjust and scale yourselves.

Ideal customer profile and buyer journey

Who are we doing this for, and how do they orient themselves?

Channel selection

Google Ads, SEO and AI Search, LinkedIn, email. Only what fits.

Conversion path

Offer, landing pages and next steps for every stage of the buyer.

Measurement and lead qualification

Agreements on what a good lead is, and measurement all the way to revenue.

Marketing and sales aligned

Handover, follow-up and feedback as a fixed rhythm.

Coaching the internal team

So you can optimise, adjust and scale yourselves.

"Together we have made great strides in professionalising marketing. What started as separate initiatives has been developed into an integrated approach that closely aligns with our commercial activities. There is now a clear strategy with campaigns that demonstrably generate leads."
— Vincent

View all client testimonials on my LinkedIn logo profile

The building blocks

Channels that work together instead of side by side

No single channel solves B2B lead generation on its own. Google Ads captures the demand that already exists. SEO and AI Search make sure you are still found a year from now. LinkedIn and email keep the contact warm during a long decision cycle. And a sharp positioning makes sure the right companies feel addressed.

The gain is in the coherence. That is why we look at the whole first, and at the channel second. This prevents your budget from being scattered across activities that do not reinforce each other.

What we choose from

  • Google Ads for direct visibility on concrete search queries, linked to your sales process.
  • SEO & AI Search (GEO) for lasting findability in Google and in ChatGPT, Perplexity and AI Overviews.
  • LinkedIn and email to stay in touch with decision-makers who are not ready to buy yet.
  • Brand & positioning as the foundation, so your message attracts the right companies.
  • Digital strategy to make choices and steer the channels in coherence.

Not everything at once. We start where the biggest gain is and build from there.

What it gets you

We work towards:

A predictable flow of leads

No more peaks and troughs, but a process that delivers conversations every month.

Better quality, less noise

Sales receives leads that match the ideal customer profile and are ready for a conversation.

Insight into cost and return

You know what a lead costs, what a customer is worth and which channel makes the difference.

Marketing and sales as one team

The same definitions, the same numbers and a fixed rhythm of handover and feedback.

Shorter sales cycles

Leads that are better prepared move faster from first conversation to signed deal.

A team that can do it themselves

You understand the lead process and can optimise and scale independently.

Shall we meet?

Let’s get acquainted. 45 minutes, video call. No sales pitch and no obligations. Just to see how it feels. We click, or we don’t. But you’ll know more afterwards.

Schedule an introductory call
Proudly grown alongside, among others
FAQ

Frequently asked questions about B2B lead generation

B2B lead generation is the structured process of attracting, qualifying and following up potential business customers. It is not about collecting as many contact details as possible, but about conversations with organisations that fit your offer and are ready for it. A good lead process has four steps: attract, convert, qualify and follow up. Each step is measurable and can be improved.
In B2B, decision cycles are longer, several people are involved and the value per customer is much higher. As a result, B2B lead generation revolves around relevance, trust and timing rather than volume and impulse purchases. A B2B lead often needs several touchpoints before a conversation takes place. That requires a different build-up of content, channels and follow-up.
That depends on how your ideal customer orients themselves. Google Ads works well when people are already actively searching for your solution. SEO and AI Search build lasting findability. LinkedIn and email keep in touch with decision-makers who are not ready to buy yet. In practice, a combination of two or three channels that connect works better than one channel that has to do everything.
With paid channels such as Google Ads you see the first leads within a few weeks. Organic channels such as SEO need three to six months before they contribute structurally. Because B2B sales cycles often take months, you can usually only judge the full return after six to twelve months. That is why we measure from day one, so you can already see whether the process is heading in the right direction.
There is no fixed benchmark. A good cost per lead depends on the value of a customer and on your conversion from lead to deal. So work backwards from customer value: what may a customer cost, how many leads do you need for one customer, and what may a lead cost then? That calculation makes budgets discussable and prevents you from chasing cheap leads that never become customers.
Start with a sharp ideal customer profile and clear agreements between marketing and sales on what a good lead is. Set up your channels and content accordingly, so you attract the right companies and repel the wrong ones. Also make sure sales feeds back: what happened to each lead? That feedback is the most important source for structurally raising quality.
Fully outsourcing makes you dependent and keeps the knowledge outside your organisation. Doing it entirely yourself requires expertise that many SMEs do not have in-house. The middle road works best: build it together, with a specialist who brings structure and knowledge and an internal team that learns to carry the process. That way you stay in control and the knowledge grows within your own organisation.
Measure the whole chain, not just the start. From visitor to lead, from lead to qualified lead, from conversation to deal and from deal to revenue. Connect your website and campaign data to your CRM or sales overview, so you can see per channel what it ultimately delivers. Only then can you decide with confidence where to invest more or less.