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B2B Lead Generation
B2B Lead Generation Built As A System
We build a repeatable lead generation system customised for B2B service firms that combines positioning, paid ad campaigns and a newsletter nurture cadence so qualified conversations show up every month.
- Built for complex offers + long sales cycles
- Focused on lead quality (SQLs)
- Strategy + execution, founder-led delivery
Inconsistent pipeline is what’s slowing your growth
A steady stream of qualified opportunities is the difference between scaling and constantly scrambling. In B2B, the gap between marketing activities and revenue can take a few months, so inconsistency compounds fast.
When lead generation isn’t systemised, it usually looks like this:
- strong months followed by quiet ones
- constant context-switching between delivery and selling
- low-fit leads that drain time and lower conversion rates
- deals that die in the internal approval maze
If you’ve tried lead generation before, you’ve probably seen the worst version of it: plenty of ad clicks, a few calls and the wrong-fit prospects who either can’t buy or won’t get consensus internally.
Why Lead Generation Matters For Your B2B Business
Personalisation at Scale
Personalisation is key to navigating long B2B cycles, as it demonstrates a deep understanding of the prospect's unique industry challenges. Lead generation, allows you to segment your audience precisely and deliver highly personalised messaging and sales outreach at scale.
Stay Ahead of Competitors
In B2B, buyers shortlist vendors long before they book a call. Lead generation enables you reach your target audience and keeps you visible early so you’re considered when budgets open.
Revenue Predictability
In the B2B world, long sales cycles demand predictability. Effective lead generation provides a measurable pipeline, allowing you to forecast future budgets for hires and improved cashflow managment.
Why Choose Us?
Founder-led partnership, B2B expertise
We specialise in B2B growth. You’ll work directly with our founder, Marco, who understands complex offers, multi-stakeholder buying decisions and has hands on experience with B2B service and B2B SaaS business exactly like yours.
We build a system, not a campaign
We 'don't run ads'. We design a replicable lead generation system built: ideal customer profile + positioning, offer, landing page, lead capture, nurture and follow-up, so your pipeline becomes predictable rather then random.
Alignment with Revenue, Not Just "Leads"
When we work with you, we act as your growth partner and own the outcomes we agree on. We don’t hide behind vanity metrics or MQLs. We report on SQLs - prospective customers who have been vetted indicated a strong intent to purchase what you offer - and judge campaign effectiveness by pipeline value. You’ll always know what we’re doing, why we’re doing it, and what it’s producing.
Founder led
+
B2B expertise
Systematic approach
Consistent Sales Pipeline
The framework we use to drive B2B demand
1
Defining your ideal customer profile
3
Building a landing page
5
Nurturing and follow-up
2
Crafting messaging
4
Launching paid ads
6
Reporting and optimising
1
Defining your ideal customer profile
2
Crafting messaging
3
Building a landing page
4
Launching paid ads
5
Nurturing & follow-up
6
Reporting
7
Optimising
What Clients Say
Our B2B Lead Generation Services
A Clear Strategy
B2B lead gen fails without clarity on who you’re targeting and why they should care. We define your ICP, messaging, offer, channel mix, and the conversion path from click, lead, booked call, then map an execution plan.
LinkedIn Ads
We use LinkedIn to reach your target audiences and build campaigns around proof-led messaging and offers that earn attention. Then we optimise for lead quality and booked meetings.
Google Ads
Google is demand capture: it works when buyers are already searching. We build intent-based campaigns, control waste with negatives and route traffic to dedicated landing pages with proper tracking, so you pay for the right clicks only.
Facebook Ads
We predominantly use Meta for retargeting and warming up site visitors so prospects come back ready to convert.
Landing Page Creation
We create dedicated landing pages aligned to one offer, one audience, one next step built for clarity, credibility, and conversion, with testing and tracking tied to your CRM or CMS.
Lead Magnet Creation and Testing
A lead magnet is an offer that makes the right buyer raise their hand. We create assets like teardowns, templates, calculators, benchmark reports, or checklists, then test positioning and formats to improve lead quality.
Lead Nurture + Follow-up
B2B buyers rarely convert after the first touch. We create nurturing emails that keep you top-of-mind while educating stakeholders and building trust across the entire cycle.
Learn more
We run ads on...
Note: Because we’re B2B specialised, we don’t typically run ads on platforms such as TikTok or Instagram or Snapchat, therefore these channels don’t constitute our area of expertise.
If that is your requirement, get in touch so we can point you in the right direction.
If you’re a B2B company looking to generate more qualified leads, book a short consultation below.
Frequently Asked Questions
What is B2B lead generation and how is it different from B2C?
B2B lead generation is the process of attracting and converting qualified business prospects into enquiries or booked calls. Unlike B2C, B2B typically involves longer sales cycles, higher trust requirements, and multiple decision-makers, so lead gen needs messaging, nurture, and follow-up rather than just ads.
How long does B2B lead generation take to start working?
Most B2B campaigns need 60–120 days to build a reliable flow of qualified leads. The timeline depends on your offer complexity, market demand, ad budget and how much trust your buyers need before booking a call.
How does lead generation fit into your 6-step Growth & Plus Plan system?
Lead generation is included in steps 4, 5, and 6 of our Growth and Plus Plan. We typically build and deploy it in month 4 and continue to run and optimise month 5 and 6 in combination with email marketing and nurturing. In this phase, we turn on paid traffic in one or two agreed channels and publish landing pages and start driving qualified web traffic to your digital assets at scale.
Can I use your lead generation service as a standalone offering without choosing your Growth & Plus Plan?
Do you guarantee leads or booked meetings?
We don’t offer fake guarantees. Generating leads in B2B depends on variables like market maturity, pricing and sales process. What we do guarantee is a clear system, measurable execution and transparent reporting so you can see what’s working and why.
What counts as a “qualified lead” for B2B?
For us, qualified leads are not just forms filled. We align on what “qualified” means for you, typically based on ICP fit, role/seniority, company size, need and intent, then optimise campaigns to increase SQLs (Sales Qualified Leads).
Which channel is best for B2B lead generation: LinkedIn, Google Ads, or Facebook?
It depends on intent and buyer behaviour:
- LinkedIn Ads are strong for reaching specific roles/industries and building demand.
- Google Ads work best when buyers are already searching (high intent).
- Facebook ads are best for retargeting and staying visible during long sales cycles. In some cases Facebook ads may also work for reaching your target audience in combination or substitution of LinkedIn. We will recommend channels based on your ICP and buying journey.
What budget do we need for B2B lead generation?
As a rule of thumb a good starting point is $50 in daily ad spend but this may vary. Budget depends on your industry and sales cycle, but most B2B lead generation requires enough spend to test targeting and messaging properly. We’ll help you set a realistic budget range based on your ICP, expected CPL/CPA range and revenue targets.
Do we need a new landing page or can you use our existing website?
For best results, we usually create or optimise a dedicated landing page per offer/audience. Your homepage rarely converts cold B2B traffic well because it’s trying to speak to everyone and it’s best suited for Google brand campaigns or campaigns that have awareness as the objective.
How do you track where leads come from?
We set up end-to-end source tracking using UTMs, form tracking, and CRM attribution (where possible). Lead sources are captured on every enquiry and mapped to your pipeline, so you can see what’s generating leads and what’s turning into real sales conversations, without relying on guesswork.
Can you integrate with our CRM?
Yes. We can integrate lead capture with CRMs and automate follow-up sequences, so leads are acted on quickly and nothing falls through the cracks.
What if our offer is complex or expensive, will lead generation still work?
Complex B2B offers can absolutely work, but the strategy must match the sales cycle. That usually means stronger positioning, proof-led messaging and a nurture sequence that builds trust before the call.
Is Selegance Marketing Services a good fit for our business?
Selegance Marketing Services is a strong fit if you are B2B service business or a B2B SaaS and want a systematic approach to lead generation. If you’re looking for quick wins with no positioning, no follow-up and no sales process we are not the best for you.