/ In practice
Featured work
/ Measurement
From campaign to customer in your CRM
We connect your campaigns to your forms and CRM. That way sales sees for each lead which campaign it came from, and you see which campaign brings in conversations.
More about marketing automation →
/ Leadinfo Gold Partner
See which companies show interest, before they fill in a form
Leadinfo recognises which companies visit your website, even when nobody fills in a form. Art of Advertising is a Leadinfo Gold Partner: we set up Leadinfo, connect it to your CRM and make sure sales only sees the companies that fit your customer profile.
- Companies from your ideal customer profile that view your pages, with the pages visited
- Connected to HubSpot or your own CRM, so the account manager gets the signal straight away
- Sales calls when a company is orienting itself, not cold
How we work together
The person you speak to also builds the campaigns; there is no junior in between. Once a month we go through what came in and what changes the month after, with marketing and sales at the table.
We build the campaigns, take care of the measurement and fill the diaries of your account managers. Closing deals they can do themselves.
“They have real insight into our proposition and ask the right questions, which has also sharpened our own approach.”
/ Contact
Get in touch
Tell us what you sell and to whom. We get back to you within one working day and look together at which companies you want to talk to.
Get acquainted, no obligation
* required field
/ Coehoornsingel 117, Groningen
/ FAQ
Questions about B2B lead generation
How do I generate leads for B2B companies?
Generating leads for B2B companies starts with deciding which companies you want to speak to. Then you build recognition with those companies through LinkedIn and content, and make sure you are found as soon as they search. The lead that comes out of it goes to sales with context: which campaign, which pages, which company.
What is the difference between B2C and B2B lead generation?
B2B lead generation aims at companies where several people weigh in on a purchase that can take months. B2C lead generation aims at one person who often decides the same day. So B2B is about building recognition and adding context to the lead, where B2C is about volume and speed.
When can I expect results from B2B lead generation?
Results from B2B lead generation arrive in stages. Search ads produce the first enquiries within weeks if people already search for you. Building recognition with companies that are not searching yet takes months, and that investment pays off in meetings that would otherwise never have happened.
How do you stop sales from finding leads cold?
Sales finds a lead cold when it arrives without a story. Prevent that by enriching every lead with company data, the campaign it came from and the pages it looked at. Also agree with sales what a good lead is, so marketing can steer on it.
Which channels do you use for B2B lead generation?
We choose the channels after the customer profile, not before. For most B2B companies that is LinkedIn and content to build recognition, search ads and findable pages to capture demand, and email once someone is already known.
What do you need from us?
Access to your advertising accounts and your CRM, and a sales team that takes part. Above all the latter: which leads became a conversation and which did not, because without that feedback we cannot adjust.
What does a B2B lead generation agency do?
A lead generation agency makes sure enquiries come in from companies you want to speak to. In B2B that means two things at once: becoming known to companies that are not searching yet, and being found the moment they do. Whoever only does the second fishes in a small pond.
We call the first demand generation and the second demand capture. Around them sits a third layer: knowing which companies show interest before they fill in a form, which is sales intelligence.
Why lead generation in B2B differs from a webshop:
- A buying journey takes months and involves several people in the same company.
- Only a small part of your market is buying at any given moment; the rest is orienting.
- A lead is only worth something once sales turns it into a meeting, and that needs context with the lead.
That is why we treat lead generation as a system rather than a campaign, with one strategy for marketing and sales together. It is laid out in the way we work, from buying signal to sales meeting.