Service guide / Lead generation
Find accounts with a reason to engage
Build a B2B lead generation process around account fit, buying signals and an explicit sales handover.
Define the lead you want
Lead generation builds a pool of potential buyers and gives sales enough evidence to choose whom to engage. An organisation can fit your target market before it has shown interest. An enquiry signals interest but might come from outside the market you serve. Track fit and intent separately so your team can decide what to do next.
Start with an account hypothesis
Review a few deals where your offer solved a real problem. Identify characteristics you can verify, such as a multi-site operation or a specific technology requirement. Add exclusions, including existing customers and accounts that sales already owns. Document why each target made the cut so you can revisit the hypothesis after a pilot.
Choose signals you can explain
A hiring announcement might indicate a new team is forming. A public tender can reveal a specific requirement and procurement timetable. Treat each signal as a lead for research. Identify the function likely to own the issue and check whether the route to contact is appropriate. Retain where and when you obtained the data and apply contact preferences before any outreach.
Create a handover sales can accept
An accepted record should capture why the business fits, what you know about its situation, the next agreed action and the record owner. Give sales a simple way to return a lead with a reason such as wrong segment, duplicate, timing or insufficient context. Review returned records by source so you can improve the rules that generated them.
Judge cost alongside downstream quality
Compare cost per accepted lead and progression into opportunities for cohorts with similar time to mature. Lead generation is useful when you need account coverage or a repeatable route to demand. If the sales team cannot respond promptly, or if buyers regularly reject the same part of your proposition, adjust the process or offer before increasing volume. If you’re comparing a managed campaign with doing the work in-house, Reexia’s lead generation service illustrates how a provider can bundle research, outreach and qualification. Ask which of those tasks is included in your quote and what your team still needs to own.