Lead Generation Campaigns

Because they optimise for the wrong metric. Lead volume is easy to generate — anyone can run broad-targeted ads to a 'contact us' form and produce hundreds of form fills per month. Most of those leads will be unqualified, uninterested, or far too early in their buying journey to convert. The campaign reports look impressive ('we generated 200 leads!') but sales sees the actual quality and stops trusting marketing. Lead generation that works optimises for pipeline contribution and revenue attribution — which requires specific offers, targeted audiences, CRM integration, lead scoring, and closed-loop reporting. The volume usually drops; the actual qualified pipeline almost always increases.

MQL (Marketing Qualified Lead) is a lead that meets the criteria for sales follow-up based on demographic/firmographic fit and engagement signals — typically the ICP score and behavioural threshold agreed during onboarding. SQL (Sales Qualified Lead) is a lead that sales has accepted as worth pursuing based on direct conversation — confirmed budget, authority, need, and timeline. We measure both: MQL volume and quality at the marketing layer, SQL conversion at the sales handover. The MQL-to-SQL conversion rate tells us how well-qualified the leads marketing is generating actually are — typically the most important quality signal.

Depends on your ICP and where your buyers actually research. B2B SaaS targeting decision-makers in specific job titles: LinkedIn typically dominates, supported by content/SEO. Professional services: Google Ads for high-intent search, supported by LinkedIn for awareness. High-ticket consumer (£5k+ products): Meta and Google paired with content marketing. Local services: Google Ads (search) plus local SEO. We make the recommendation during discovery based on your specific business — never default to one channel because it pays better commission.

Scoring is built around two layers. First: demographics and firmographics — job title fit, company size, industry, geography, budget signals. These come from CRM data and form fields. Second: behaviour and intent — pages visited, content downloaded, email opens and clicks, demo requests. These accumulate as the lead engages with your marketing. We calibrate scoring against historical conversion data (which leads actually closed vs which didn't) so the scoring reflects real patterns rather than guesses. Leads above the agreed threshold route to sales immediately; below-threshold leads enter nurture sequences.

Yes. HubSpot, Salesforce, Pipedrive, ActiveCampaign, Microsoft Dynamics, Zoho, and most other CRMs via native integrations or Zapier where needed. For custom CRM setups or specific routing logic that off-the-shelf integrations can't handle, we coordinate with our custom API development and API integration & automation services to build the integration properly. Lead routing is configurable — by geography, account size, lead score, or whatever logic your sales structure requires.

Lead generation campaigns underperform massively when sales response times exceed minutes — research consistently shows that lead-to-contact time correlates strongly with close rates. We typically establish SLA-based notification systems (Slack alerts, mobile push, automated emails) and report on response times alongside campaign metrics. If sales response is the bottleneck rather than lead quality, we surface it honestly in reporting rather than letting campaign reputation suffer for a process problem. We can also help structure SDR workflows where that's part of the engagement.

Channel-dependent. Google Ads typically produces qualified leads within 2-6 weeks of launch (high-intent traffic converts quickly). LinkedIn typically takes 4-8 weeks for the algorithm to learn and audiences to engage. Meta varies based on creative quality and offer fit. Content-led lead generation (SEO traffic to lead magnets) typically takes 3-6 months to show meaningful volume. We agree expected ramp curves during discovery rather than promising immediate results.

We generate qualified leads and hand them to your sales team — we don't do outbound sales or close deals. The handover is where most agencies-to-sales relationships break down, so we focus on making the handover work: CRM integration, lead context, automated routing, response-time SLAs, and closed-loop reporting that shows what happens to leads after we generate them. Where sales process itself needs work, we can advise but typically refer that to sales enablement specialists.

Yes — this is a routine engagement. We audit existing campaigns, lead quality patterns, CRM data flow, and sales feedback, then propose either targeted optimisation or a structural restart depending on the state of the campaigns. Common findings include broad targeting generating volume without quality, generic offers that don't qualify-in the right buyers, landing pages misaligned with ads, broken CRM integration, and missing closed-loop reporting. We propose remediation in priority order based on expected pipeline impact, not generic checklist work.