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DEMAND GENERATION · B2B LEADS

B2B Lead Generation for sales teams

A B2B lead generation service is only as good as the opportunities it creates for sales. We define with your sales team what counts as a qualified lead and track every contact through to opportunity and closed revenue.

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What to assess

Cost per lead only tells the start of the story

Many lead generation services measure success by contact volume and the cost of each one. In a B2B company, with long sales cycles and multiple decision-makers, return is decided further downstream, in the share of leads that become opportunities and closed deals.

That is why, when you choose a lead generation partner, it is worth looking at how each lead is defined, delivered, and measured.

WHAT SETS A GOOD SERVICE APART

01

A clear definition of a qualified lead

A written criterion agreed with your sales team, built around your ideal customer profile.

02

A direct connection to your CRM

Every lead enters HubSpot with source, campaign, and context, ready for follow-up.

03

Measurement through to revenue

Reporting that follows each lead through to opportunity and closed revenue, well beyond traffic and form fills.

04

Channels chosen from your ideal customer

Google Ads, LinkedIn Ads, SEO, or content, based on where the decision-makers you want to reach are active.

What we build

B2B Lead Generation built around your sales team

We start by understanding how your team sells: which companies close best, how long deals take, and which stakeholders are involved. From there, together with sales, we define what counts as a qualified lead.

We then build the channels, pages, and follow-up that move each lead to the right salesperson, with HubSpot measurement connected from day one.

What gets implemented

01

Ideal customer and qualification criteria

The profile of the companies and decision-makers you want to attract, with objective criteria that separate opportunities from simple contacts.

02

Google Ads and LinkedIn Ads campaigns

Google Ads to reach buyers already searching for a solution, and LinkedIn Ads to reach decision-makers by sector, role, and company size.

03

Landing pages and forms

Landing pages built for decision-makers, capturing the information needed to qualify each contact from the start.

04

Qualification and handoff to sales

Automatic scoring and routing in HubSpot, so every lead reaches the right rep with context and on time.

05

Measurement through to revenue

CRM-linked attribution, with cost per lead, cost per opportunity, and revenue generated by channel.

06

Monthly review with your sales team

Regular reviews of lead quality with your sales team, with adjustments to channels, messaging, and criteria.

How we work

Diagnose · Build · Scale. Never the other way round

Before we implement, we first understand what is not working and why. The sequence matters.

01 · Diagnosis

We review your current lead sources, the rate at which leads become opportunities, and your sales team's view of lead quality.

02 · Design

We define your ideal customer, your qualified lead criteria, your priority channels, and your cost-per-opportunity targets.

03 · Implementation

We launch campaigns, pages, and qualification flows in HubSpot, with measurement configured from day one.

04 · Operation

We review results with your sales team and adjust investment based on the opportunities being generated.

How it connects

Lead generation as the entry point to the system

When it is connected to your CRM, marketing automation, and sales process, lead generation works on a different level. Every lead reaches sales with context, and every euro invested is tied to the revenue it generates.

For a full view of the strategy, the Demand Generation page shows how SEO, AEO, paid search, and content work together to attract the right companies.

Google Premier Partner 2026 · HubSpot Platinum Partner

Demand Generation in the Digital Scale System

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Demand Generation

Entry · Este módulo

·

Conversion Infrastructure

Capture

·

CRM & RevOps

Core

·

Marketing Automation

Scale

·

Sales Engine

Conversion

·

Revenue Analytics

Decision

Results

Leads that turn into revenue

The quality of every lead determines what the system can convert.

Attracting the right companies is the starting point. Converting them depends on the whole system.

Keep exploring

How this connects to the system

Articles on this topic

SmartLinks diagnostic overview
Next step

Understanding which leads are worth pursuing starts with a diagnostic

In a 30-minute call, we review your lead sources and the handoff to sales. We show you where to start.

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For B2B companies · Reply within 1 business day