Funnel design
The path from first contact to sales conversation, designed around how your buyers decide, with a clear measure for each step.
Convert — demand into revenue
Lead generation that fills the pipeline with qualified enquiries
More leads are worthless if they are the wrong leads, or if nobody follows them up. We build the whole path: the campaign that attracts a prospect, the page and form that capture them, and the scoring, CRM hand-off and follow-up that turn them into revenue.
Lead generation is the work of attracting potential customers, capturing their details and interest, and qualifying them so that sales can follow up the ones most likely to buy.
What is a lead generation funnel?
A lead generation funnel is the sequence a prospect moves through: discovering you, visiting a page, leaving their details, being qualified and nurtured, and finally talking to sales. Each step loses some people. Building a funnel means designing every step and measuring where prospects drop out, so the weakest step can be fixed first.
What it includes
Six parts of a lead generation system
Landing pages and forms
Fast, mobile-first pages built for one action, and forms that ask only what sales needs and confirm that a submission really arrived.
Lead scoring and qualification
Rules that rate each lead by fit and intent, so sales spends its time on the enquiries most likely to buy.
CRM integration
Every enquiry flows into your CRM automatically, with its source and context, so nothing is typed in by hand or lost in an inbox.
Follow-up and nurture
Fast first responses, and email and WhatsApp sequences that keep prospects warm until they are ready to talk.
Pipeline tracking
Analytics events that connect campaign spend to enquiries, qualified leads and closed deals, so you can see which channels actually produce revenue.
Do you run outbound outreach as well as inbound?
Yes, where it suits the market. For businesses selling to a defined set of accounts, targeted outreach to the right people, combined with inbound campaigns and a strong website, fills a pipeline faster than either alone. The same scoring and CRM process handles both.
Qualification
What is the difference between a marketing-qualified and a sales-qualified lead?
A marketing-qualified lead has shown interest and fits your target customer, but is not yet ready to talk. A sales-qualified lead is ready for a conversation about buying. Separating the two stops sales chasing people who are only researching, and stops marketing losing people who are ready now.
| Marketing-qualified lead | Sales-qualified lead | |
|---|---|---|
| Signal | Fits the target profile and engaged with content | Asked for a conversation, a demo or a quote |
| Next step | Nurture: more information, at their pace | Sales follow-up, quickly |
| Owner | Marketing | Sales |
Questions
Lead generation: common questions
Do you generate leads for B2B or B2C businesses?
Both. B2B lead generation usually involves fewer, larger buyers, longer decisions and more nurture; B2C usually involves more volume, faster decisions and more emphasis on the landing page and offer. The system is the same; the channels, content and scoring change.
How quickly should leads be followed up?
As fast as you reasonably can, ideally the same day and preferably within hours. Interest fades quickly, and a prospect who enquired with several providers often goes with whoever responds first. Automated acknowledgement plus fast human follow-up is the standard we build to.
Which CRM do you work with?
Whichever you already use, provided it can receive leads automatically. If you do not have one, we help you choose a simple CRM that suits your team's size and set it up so it is used, not abandoned.
How do you measure lead generation?
By cost per qualified lead, the conversion rate from lead to sale, and the revenue each channel produces, not by the raw number of leads. A channel that produces fewer leads but more customers is the better channel.
Fill the pipeline with the right leads
We start by tracing where your current enquiries come from and where they are lost.