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LEAD GENERATION
What Is Lead Generation? A B2B Guide to Building a Revenue Pipeline
Lead generation is the lifeblood of every B2B company. At its core, it's the process of attracting and converting strangers into someone who has indicated an interest in your company's product or service.
But for modern B2B SaaS companies, that simple definition is dangerously incomplete. A list of email addresses isn't a pipeline. A "lead" that will never buy is a distraction. True lead generation isn't about volume; it's about initiating a profitable relationship and creating a predictable engine for revenue growth.
This is our complete guide to building a lead generation strategy that doesn't just fill your CRM—it fuels your growth.
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Why Lead Generation is the Engine of B2B Growth
In a competitive B2B SaaS landscape, you cannot wait for customers to stumble upon you. A strategic lead generation process allows you to:
Target Your Ideal Customers
Focus your marketing budget and efforts exclusively on the companies and personas that are the best fit for your solution.
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Build Your Sales Pipeline
Create a consistent, predictable flow of qualified opportunities for your sales team, smoothing out the peaks and valleys of revenue.
Establish Brand Authority
By providing value upfront through content and offers, you position your brand as a trusted expert and the go-to solution in your industry.
Gather Market Insights
Every interaction provides valuable data about your audience's pain points, needs, and buying signals, allowing you to refine your product and marketing.
The Core Components of a Modern Lead Generation Strategy
A successful lead generation machine is more than just running a few ads. It's a cohesive system with four critical components.
Audience (The "Who"): It all starts with a crystal-clear Ideal Customer Profile (ICP). This isn't just a job title; it's a deep understanding of your target's industry, company size, pain points, and where they spend their time online.
Offer (The "What"): You need a compelling reason for a prospect to give you their information. This "lead magnet" must solve a specific problem for your ICP. Examples include a detailed whitepaper, a free trial, a live demo, an ROI calculator, or a webinar.
Channels (The "Where"): These are the platforms and methods you use to promote your offer to your audience. Channels can be Inbound (drawing customers in) or Outbound (proactively reaching out).
Conversion & Nurturing (The "How"): Once a prospect shows interest, you need a frictionless process to capture their information (like a landing page) and a strategy to nurture them until they are ready to speak with sales.
The Metric That Matters: Lead Quality Over Lead Quantity
Here's the secret that separates struggling marketing teams from high-growth revenue engines: not all leads are created equal.
This is where the concepts of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) become critical.
MQL (Marketing Qualified Lead): A prospect who has engaged with your marketing and fits your target demographic, but is not yet ready to buy (e.g., they downloaded a whitepaper).
SQL (Sales Qualified Lead): A prospect who has shown direct purchase intent and is ready to engage with your sales team (e.g., they requested a demo or pricing).
Our entire "Revenue Marketing" philosophy at LeadMaker is built on driving SQLs. We architect campaigns that don't just capture attention, they capture intent.
Inbound vs. Outbound Lead Generation: Choosing the Right Strategy
There are two primary approaches to lead generation. The most powerful strategies often use a strategic blend of both.
Inbound Lead Generation
Focuses on creating valuable content that pulls your audience toward you. The prospect initiates the relationship.
Channels:
Search Engine Optimization (SEO), Content Marketing (Blogs, Whitepapers), Social Media Marketing, PPC Ads (like Google Ads).
Best For:
Building long-term brand equity, generating higher-quality leads, and establishing thought leadership.
Outbound Lead Generation
Focuses on proactively reaching out to your ICP to initiate a conversation. Your team starts the relationship.
Channels:
LinkedIn Outreach, Cold Email, Database Sales, Virtual Assistants for appointment setting.
Best For:
Targeting specific high-value accounts (Account-Based Marketing), generating results quickly, and breaking into new markets.
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
— Seth Godin
Ready to Build Your Own Revenue Engine?
Understanding lead generation is the first step. Implementing a strategy that consistently delivers revenue-ready opportunities is the next.
Our team of client-side experts lives and breathes B2B SaaS marketing. We build the high-performance lead generation engines that turn ad spend into predictable growth.
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Deryck
Investment Fund
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“We have been working with Leadmaker for 14 months and have found the service to be effective and the team to be responsive. With their help, we continue to build connections and most importantly leads.”
Jo Anne
Advertising
“This was the missing link in our omni-channel marketing campaign. So glad that we have the opportunity to work with the team in Manila. Very Professional, Amazing Service. I can’t say enough!”
Paul
Insurance Agency
“I have been very impressed with LeadMaker’s service in connecting me to my target market. I previously tried to use some LinkedIn automation software and hiring my own VA to operate it but I ended up micromanaging the whole process. I love Mark & Brad’s ability to simplify the whole operation at the same cost I was previously spending.”
Marty
Employee Benefits
“To tell you the truth, I didn’t expect much in the first month… but since you guys started a little over a month ago, I went from 5-10 views a week on the Explainer Video featured on my profile… to over 70. I also posted an article and got almost 400 views, which is phenomenal and worth the service unto itself. All while building my network with my ideal customer base and providing a couple very good leads that I’m mid-discussion with. In other words, happy I dove in!”
Pamela
Financing
“We have been working with LeadMaker for more than 4 years. Our accounting agency started with a tiny little team in a shared office when we met. Now we have grown to over 14 full time CPA’s and Accountants and I can honestly verify that the sole #1 reason for our determined growth is the SEO and LinkedIn marketing strategies deployed over those years. We see continuous substantial growth month over month. Best decision we ever made!”
Aaron
Outsourcing
“It took a while to come onboard the LeadMaker logic but once I jumped in, I realized very quickly that this was going to be a game-changer for our BPO business.”
Damien
Fitness
“It’s been a whirlwind in the last 5 years building my MMA gym and becoming one of the top UFC martial arts studio’s in the Midwest. Kuddos to the LeadMaker team for a job well done making us #1 on Google My Business and top ranked SEO for the entire state of Kentucky. We also went from 400 followers on my LinkedIn page to over 11,000. Now I get new business every time I write and publish a new article or post. To me that is the long term value with this service.”
Avi
Network Marketing
“I didn’t realize the power of LinkedIn could be used like this until my friend David showed me what LeadMaker was doing differently. Then it dawned on me that the relationship building aspect of this program was leaps and bounds beyond anything else in the marketing world.Mostly everything else is very cold. Email blast are cold and have low open rates, impersonal text messages are cold, Ads on FB and IG are almost useless and never give any result other than more money down the drain.Personally, this is like my little hidden secret and I shouldn’t even be sharing it with you. But I promised the guys that I’d give a great testimonial if it ever worked and I’m so glad it did.”
Kurt
Crypto
"They do a GREAT job for a GREAT price. Completely worth what you pay for. Nothing to lose, give them a try, you won't regret it."
Peter
Construction
"Awesome! value for money Mark has generated so many leads through LinkedIn I can't keep up highly recommend."
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Kind Words From Our Customers
Ginger Chien
Marketing
Brad and Mark have been a pleasure to work with from the start. They are currently helping me with LinkedIn leads and also SEO. Their strategy and execution is flawless and I highly recommend the team!
Emiliano Basso
Accounting
This team is characterized for their hard work and communication. They will not stop until they get to the outcome that is agreed upon. They got me valuable leads and we will continue to work with them.
Randy Gray
Insurance
Great team that performs for us. Game changer.
Peter
Construction
"Awesome! value for money Mark has generated so many leads through LinkedIn I can't keep up highly recommend."
Pamela
Financing
“We have been working with LeadMaker for more than 4 years. Our accounting agency started with a tiny little team in a shared office when we met. Now we have grown to over 14 full time CPA’s and Accountants and I can honestly verify that the sole #1 reason for our determined growth is the SEO and LinkedIn marketing strategies deployed over those years. We see continuous substantial growth month over month. Best decision we ever made!”
Orlando Bell
Marketing
Great people, great service. Thank you LeadMaker my business is booming
Bo Ward
Marketing
Leadmaker Digital Marketing has been exceptional for our InsurTech company They are the best when it comes to marketing through different avenues that we didn’t even know were possible Wish we had started sooner!
Mark Tanyag
Marketing
It was a superb service, the amount of professionalism involved in the service is a must experience. I highly recommend Lead Maker because of its vast marketing strategies.
Jaeyoung Choi
Architecture
"I can tell they have our best interest at heart because they’re always going the extra mile for us." US Licensed Architect, Jae Choi
Maebel Reliquias
Marketing
Outstanding service! Our online presence has grown significantly, and we've seen a substantial increase in traffic and conversions. Highly recommend their expertise and professionalism!
Eric Bordeos
Human Resources
Our company have been using Lead Maker services for less than 2 months and they were able to generate real leads that we were able to convert into sales.
Franchesca Samsaman
Marketing and Management
Leadmakers is not just a service provider but a strategic partner dedicated to driving your business success. If you are seeking a reliable and effective lead generation company with a proven track record in marketing and management, Leadmakers is the ideal choice. 💯💯
Kurt
Crypto
"They do a GREAT job for a GREAT price. Completely worth what you pay for. Nothing to lose, give them a try, you won't regret it."
Avi
Network Marketing
“I didn’t realize the power of LinkedIn could be used like this until my friend David showed me what LeadMaker was doing differently. Then it dawned on me that the relationship building aspect of this program was leaps and bounds beyond anything else in the marketing world.Mostly everything else is very cold. Email blast are cold and have low open rates, impersonal text messages are cold, Ads on FB and IG are almost useless and never give any result other than more money down the drain.Personally, this is like my little hidden secret and I shouldn’t even be sharing it with you. But I promised the guys that I’d give a great testimonial if it ever worked and I’m so glad it did.”
Damien
Fitness
“It’s been a whirlwind in the last 5 years building my MMA gym and becoming one of the top UFC martial arts studio’s in the Midwest. Kuddos to the LeadMaker team for a job well done making us #1 on Google My Business and top ranked SEO for the entire state of Kentucky. We also went from 400 followers on my LinkedIn page to over 11,000. Now I get new business every time I write and publish a new article or post. To me that is the long term value with this service.”
Aaron
Outsourcing
“It took a while to come onboard the LeadMaker logic but once I jumped in, I realized very quickly that this was going to be a game-changer for our BPO business.”
Marty
Employee Benefits
“To tell you the truth, I didn’t expect much in the first month… but since you guys started a little over a month ago, I went from 5-10 views a week on the Explainer Video featured on my profile… to over 70. I also posted an article and got almost 400 views, which is phenomenal and worth the service unto itself. All while building my network with my ideal customer base and providing a couple very good leads that I’m mid-discussion with. In other words, happy I dove in!”
Paul
Insurance Agency
“I have been very impressed with LeadMaker’s service in connecting me to my target market. I previously tried to use some LinkedIn automation software and hiring my own VA to operate it but I ended up micromanaging the whole process. I love Mark & Brad’s ability to simplify the whole operation at the same cost I was previously spending.”
Jo Anne
Advertising
“This was the missing link in our omni-channel marketing campaign. So glad that we have the opportunity to work with the team in Manila. Very Professional, Amazing Service. I can’t say enough!”
Deryck
Investment Fund
“We have been working with Leadmaker for 14 months and have found the service to be effective and the team to be responsive. With their help, we continue to build connections and most importantly leads.”
Highly engaging lead generation and support.
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