Lead Generation · ServiceBOFU
B2B lead generation measured on pipeline
The short answer
B2B buyers do most of their research before they ever speak to sales. By the time someone fills a demo form, they've usually read your site, compared alternatives, asked peers and — increasingly — asked an AI assistant. B2B lead generation is therefore as much about being present and credible during that research as it is about capturing the form.
PMG runs B2B lead generation against pipeline, not lead counts: an agreed ICP, channels chosen for where that ICP researches, and CRM integration from day one so every campaign is judged on opportunities created and revenue won.
What we run
- ICP definition and target account lists, built with sales
- LinkedIn campaigns targeting accounts and roles
- Google Search for high-intent category, problem and competitor terms
- Content and SEO for research-stage visibility
- Lead magnets that earn contact details legitimately — benchmarks, templates, tools
- Nurture sequences for leads who aren't ready yet
- CRM integration with stage tracking to closed revenue
- Offline conversions sent back to ad platforms
Leading indicators while pipeline builds
- ICP match rate of incoming leads
- Meeting-booked rate
- Opportunity creation rate
- Cost per sales-accepted lead
- Engagement from target accounts
- Sales feedback on lead quality every week
How we structure the programme
- Agree definitions — MQL, SQL and opportunity, with sales.
- Build the account list and role targeting.
- Launch capture channels — search and LinkedIn for in-market buyers.
- Build research-stage presence — content, comparisons and thought leadership.
- Nurture leads who aren't ready.
- Report on pipeline — cost per opportunity and win rate by source.
B2B lead generation channels
| Channel | Best for |
|---|---|
| Google Search | Buyers actively searching for solutions |
| LinkedIn Ads | Reaching roles and companies |
| SEO and content | Ongoing demand and research-stage buyers |
| Webinars and events | Engagement and education |
| Review sites | Comparison-stage software buyers |
| Email nurture | Moving leads toward sales readiness |
| Partnerships | Access to partner customer bases |
Lead qualification framework
B2B lead generation by deal size
| Deal size | Approach |
|---|---|
| Small (self-serve) | Search, content, free trials |
| Mid-sized | LinkedIn, search, webinars |
| Large enterprise | ABM, events, thought leadership |
A worked example
A B2B services firm measured success by form fills, most of which were students and vendors. We added qualification fields, focused LinkedIn on decision-maker roles, and reported on qualified meetings. Lead volume fell, but pipeline grew.
Before B2B lead generation
- ICP and qualification criteria
- CRM integration
- Offers for each funnel stage
- Sales follow-up process
How a B2B Lead Generation engagement with PMG runs
- Audit (week 0–1). Accounts, analytics, tracking, website, CRM flow and competitors reviewed, with a written list of what's broken, what's wasted and the three moves we'd make first.
- Plan (week 1–2). Break-even ROAS or a target cost per lead, a measurement plan and a 90-day roadmap for B2B Lead Generation, with owners and dates.
- Launch (week 2–4). Clean structures, verified conversion signals, the first creative sprint and landing-page fixes.
- Optimise (months 2–3). A weekly test cadence, with budget following the cheapest incremental results rather than platform-reported ones.
- Scale (month 3 onwards). New channels, geographies and retention loops, added only when the economics hold.
Every week you get a one-page scorecard, a change log, the test board and a 30-minute call with your strategist. See how we work and pricing for details.
Why teams choose PMG for B2B Lead Generation
- Measurement first. Unit economics and clean tracking come before any increase in spend.
- You own everything. Ad accounts, data and creative stay in your name; ad spend goes straight to the platforms.
- Senior hands on the account. The strategist you speak to is the person running it.
- Weekly transparency. Scorecard, change log and test board — every week.
- Short minimum terms. We keep clients with results, not contracts.
- India and international. One Mumbai team running campaigns across Indian cities and overseas markets, Mon–Sat, 7am–9pm IST.
Where we run B2B Lead Generation
We manage B2B Lead Generation for businesses across India — including Mumbai, Delhi NCR, Bengaluru, Pune, Hyderabad, Chennai, Kolkata and Ahmedabad — and for companies in the UAE, Saudi Arabia, the United States, the United Kingdom, Canada, Australia, Singapore and Germany. Campaigns are planned market by market, with language, currency, platform mix and privacy rules matched to each. See all Indian locations and international markets.
Free growth audit
Get a written audit for B2B Lead Generation.
No sales call required. Tell us where to look; a strategist replies within working hours and sends the written audit within 72 hours.
- Tracking check
- Pixels, Conversions API, GA4 events and offline conversions — what is firing, what is double-counted, what is missing.
- Wasted spend
- Search terms, placements, audiences and overlap that cost money without producing qualified leads or sales.
- Conversion path
- Landing page speed, message match, form friction and follow-up time — where interested people drop off.
- 90-day priorities
- The three changes we would make first, with the metric each one should move.
Frequently asked questions
How long before B2B marketing shows results?
Pipeline signal typically takes eight to twelve weeks; closed revenue depends on your sales cycle. Leading indicators keep the work steerable in the meantime.
Should we gate our content?
Gate only genuinely high-value assets. Ungated content builds reach and trust; gating everything shrinks your audience.
What's a good cost per B2B lead?
It depends on deal size. Judge cost per opportunity and customer acquisition cost against contract value, not cost per lead.
How many leads does a B2B sales team need?
Work backwards from revenue targets, deal size and conversion rates at each stage — then check sales capacity.
Should B2B companies use WhatsApp for follow-up?
In India, many buyers prefer WhatsApp for quick coordination. Use it with consent, alongside email and calls.
What's a good lead-to-opportunity rate?
It varies by source and definition. Track your own rates by channel and improve the weakest.
What is an MQL?
A marketing-qualified lead — a lead judged likely to become a customer based on fit and engagement.
How long is a typical B2B sales cycle?
From weeks to many months, depending on deal size and complexity.
What's the best B2B lead-generation channel?
It depends on deal size and audience — search, LinkedIn and content are common foundations.
How do you hand leads to sales?
With agreed qualification criteria, routing and response-time targets.
Is there a long contract?
No. Minimum terms are short, because we would rather keep clients with results than with contracts.
Will we own the ad accounts and data?
Yes. Everything runs in your own accounts with partner access for PMG, and you can see it all at any time.
What do you need from us to start?
Access to ad accounts and analytics, your margins and order values (or deal values), brand assets, and a decision-maker available for a weekly 30-minute call.
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