Pipeline, not just leads
B2B-specific demand generation and lead gen built around how enterprise buying committees actually decide.
B2B marketing and lead generation is defining the real ICP from closed-won and churn data, then running ABM, demand generation, LinkedIn, nurture, and sales enablement from that same definition, so pipeline gets built around how enterprise buying committees actually decide, not just lead volume.
B2B lead generation fails most often on quality, not volume - a campaign generating plenty of form fills that sales won't touch because none of them match the actual buying pattern. Fixing that starts with defining the ICP properly: not a job title and company size guess, but a pattern pulled from your last twenty closed-won deals and your last ten churned accounts.
From there, the channel mix matters less than the discipline behind it - ABM for a short list of named targets, demand generation for building category awareness, and LinkedIn tactics where your buyers actually spend time. Every lead gets scored before it reaches sales, unready leads go into a nurture sequence instead of getting written off, and sales enablement content (battle cards, case studies) closes the loop for the team in the room when the deal gets decided.
Problems we solve in B2B Marketing & Lead Generation
Sales sorts 200 leads to find the dozen that matter
A campaign produces plenty of form fills, but nobody has scored fit and intent before handing them to sales.
ICP based on guesswork
Targeting runs on job title and company size assumptions instead of patterns from closed-won and churned accounts.
Budget spread across an undifferentiated list
Spend gets divided evenly instead of concentrated on the named accounts with real deal potential.
Not-yet-ready leads get dropped
A lead that does not convert on the first touch gets treated as dead instead of nurtured until a real signal appears.
All budget on capturing existing demand
Relying entirely on direct-response leaves the category unaware audience untouched until a competitor reaches them first.
Sales improvises positioning mid-call
What marketing already knows about competitors and objections never gets packaged into something a rep can use live.
Everything covered in B2B Marketing & Lead Generation
B2B Lead Generation
Multi-channel demand capture scored for fit and intent before it ever reaches sales.
Account-Based Marketing
Coordinated campaigns aimed at a named list of target accounts, agreed with sales before launch.
Demand Generation
Category-awareness content that builds demand ahead of the direct-response work that later captures it.
LinkedIn Lead Generation
Sales Navigator targeting paired with outreach follow-up, so every form fill actually gets worked.
Lead Nurturing
Behaviour-triggered sequences that keep not-yet-ready leads warm until they show a real signal.
Sales Enablement
Battle cards and proof libraries built from what reps are actually asked, not marketing assumptions.
What actually changes
| Before | After |
|---|---|
| Sales works through 200 unscored form fills a month | Sales works a shorter, pre-qualified queue |
| Generic leads sent to sales from an undefined segment | A named account list sales agreed to before launch |
| No content until a buyer starts actively searching | Category-education content builds awareness before that |
| A lead dropped after one or two unanswered emails | Sequence branches based on what the lead actually does |
| Reps improvise positioning against a new competitor | Reps pull up a battle card built from real objections |
What we report on
Qualified pipeline & channel-level CAC
Tracked to closed-won by channel, not just cost per lead.
Account engagement & pipeline by account
Traced to the specific named account and tier that produced it.
Branded & category search trend
Tracked as a leading signal that demand generation is building new interest, not just capturing existing intent.
Handoff & re-engagement quality
Sales-accepted rate on nurtured leads, and re-engagement rate on the cold-lead win-back sequence specifically.
Tools we work with
Every B2B Marketing & Lead Generation service, broken down
Stop Handing Sales 200 Leads to Find the Dozen That Matter
We score every lead for fit and intent before it reaches sales, so reps work leads worth their time.
B2B Marketing & Lead GenerationTarget the account, not just the individual
Coordinated marketing and sales plays aimed at a named list of target accounts, built and agreed jointly rather than handed off after launch.
Build demand before someone starts searching
Awareness and education campaigns that create demand for a category, ahead of the direct-response lead gen that later captures it.
Turn LinkedIn Form Fills Into Pipeline, Not a Spreadsheet
We pair Sales Navigator targeting with outreach follow-up, so every LinkedIn lead gets worked, not just captured.
B2B Marketing & Lead GenerationMost leads aren't ready yet - that's fine
Multi-touch, behavior-triggered nurture sequences that keep not-yet-ready leads warm until they are, instead of dropping them after one or two emails.
Give sales what marketing already knows
Battle cards, case studies, and competitive positioning built for the sales team to use inside a live deal, not just for marketing to publish.
Industries we work with
Built for teams like yoursPairs well with B2B Marketing & Lead Generation
Capture demand that already exists
Search, social, and display campaigns built around high-intent targeting and disciplined bidding, not broad-match guesswork.
Leads nurtured while you sleep
CRM workflows, lead scoring, and campaign automation that move MQLs to SQLs without manual follow-up.
Content built to rank, convert, and get cited
Strategy-led content mapped to keywords and funnel stage - not a blog for the sake of having one.
Why choose EASI7
We fix tracking before we touch results
Every engagement starts with the same audit we'd run on our own accounts, so the numbers you're optimizing against are actually true.
One accountable team, not siloed vendors
The same team that does this also owns the rest of your stack - no handoff, no blame-shifting between vendors.
Built for how AI search actually works
Everything we build is structured to be extractable by AI answer engines, not just ranked in a list of blue links.
Reporting tied to your own dashboard
Every number we report ties back to GA4/GTM events you can see directly - not a screenshot from a tool you can't independently verify.
How to engage us for this
Project-based
A defined outcome with a start and end date - an audit, a migration, a campaign build, a tracking overhaul. Fixed scope, fixed price, agreed upfront.
Ongoing retainer
Continuous management and optimization once the initial build is live - campaigns, SEO, reporting, and iteration run every month under one accountable team.
Advisory
Strategy and oversight without full delivery - we review what's already running, unblock decisions, and point an in-house or existing team in the right direction.
Common questions
One that matches your ICP on fit (company size, industry, role) and shows genuine intent signals (pricing page visits, demo requests) - not just anyone who filled out a form.
No - ABM works for any business with a short, identifiable list of target accounts worth coordinated attention, which can be a handful of named companies even for a small team.
B2B sales cycles typically involve multiple stakeholders and longer consideration periods, so the content, targeting, and nurture sequences need to account for a buying committee, not a single decision-maker.
Expect a few weeks to get ICP definition, channel mix, and scoring set up correctly, and a full quarter or more before the trend in qualified pipeline is clear enough to judge. Anyone promising results in the first two weeks is measuring lead count, not pipeline.
No - lead volume depends on budget, market size, and how tightly the ICP is defined, so any fixed number quoted before campaigns have run is a guess. What we commit to is the scoring model and reporting that show clearly whether the volume coming in is trending toward qualified pipeline or not.
Both, because campaigns fail without it. Lead scoring thresholds, MQL/SQL definitions, and handoff rules get agreed with sales before launch - a lead generation program built without that agreement just moves the argument about lead quality downstream instead of resolving it.
Sales says the leads are the wrong ones?
That's usually an ICP or scoring problem, not a volume problem. We'll help you find out which.
Ready to get started?
We usually reply within 24 hours.
B2B Marketing & Lead Generation, in detail
Scope, area by area
| Area | What we deliver |
|---|---|
| Qualified Pipeline | ICP definition and fit-plus-intent scoring wired into the CRM before a lead reaches sales |
| Account & Category Programs | ABM for named accounts, demand generation for category awareness, LinkedIn for where buyers spend time |
| Nurture & Handoff | Behaviour-triggered sequences and engagement-based sales alerts, not a fixed timer |
| Sales Enablement | Battle cards and proof libraries built from what reps actually get asked in live deals |
How this compares
| B2B Pipeline Built as One System | Volume Chased in Isolation |
|---|---|
| ICP, scoring, ABM, and nurture all work from the same closed-won and churn data | Each channel and tactic runs on its own assumptions about who the buyer is |
| Sales and marketing share MQL/SQL thresholds and an account list before launch | Marketing and sales argue over lead quality after the fact |
| A lead that is not ready gets nurtured until a real signal appears | A lead that does not convert on the first touch gets dropped |
B2B lead generation fails most often on quality, not volume - a campaign generating plenty of form fills sales will not touch fixes nothing on its own.
What we measure this against
- Qualified pipeline and channel-level CAC tied to closed-won, not raw lead count
- Account engagement and pipeline traced to specific named accounts, not anonymous form fills
- Rep adoption of sales enablement material and win rate against named competitors
Where this applies
- A team surprised that its "leads" were never real opportunities once sales actually worked them
- A sales team with a target account list and no coordinated marketing support behind it
- A business over-reliant on paid search with no upstream demand generation
- A large unworked lead database sitting idle instead of being nurtured toward readiness