Leads scored before they reach sales
Full-funnel B2B lead generation combining content, paid, and outbound - with a scoring model built in before handoff, not bolted on after.
Where this usually breaks down
Volume without qualification doesn't solve the lead generation problem - it just moves the sorting problem downstream to sales. A campaign that produces two hundred form fills a month looks like a win in a dashboard, but if a rep has to work through all two hundred to find the dozen worth calling, the campaign has quietly become sales's job instead of marketing's.
That's usually where the 'our leads are garbage' conversation comes from, and it's rarely a targeting problem alone. It's the absence of a shared, enforced definition of what counts as qualified before a lead ever reaches a CRM.
What this service actually solves
The fix is building the scoring model before the first campaign launches, not after sales complains. That starts with pulling the actual ICP from your last twenty closed-won deals and last ten churned accounts - not a guess based on job title and company size - and then scoring every lead against fit and intent before it ever hits a rep's queue.
Channel mix comes second: paid, content, and outbound each capture a different type of demand, and none of them should be scaled past the point where the scoring model can still keep up with the volume.
B2B lead generation is the process of identifying, attracting, and qualifying prospects who match a defined ideal customer profile, then scoring them for fit and intent before handing them to sales - so the leads a rep works are ones actually worth their time.
How we run it
We start with the ICP, not the campaign - pulling patterns from your closed-won and churned accounts before deciding where to spend a dollar. The scoring model gets built and wired into the CRM before any channel goes live, so there's no period where leads arrive unscored. From there we track the funnel all the way to closed-won by channel, because a channel's real cost is what it costs per customer, not per lead.
Capabilities & deliverables
ICP & Account Targeting
- Closed-won and churn pattern analysis
- Firmographic and technographic filters
- Account tiering by fit
Multi-Channel Lead Capture
- Paid search and social
- Gated content offers
- Outbound sequencing
Lead Scoring & Qualification
- Fit scoring against ICP
- Intent signal tracking
- MQL/SQL threshold definitions
Funnel Tracking & Attribution
- Lead-to-closed-won tracking
- Channel-level CAC
- Payback period reporting
What's in scope, area by area
| Area | What we deliver |
|---|---|
| ICP definition | A documented ideal customer profile with firmographic and technographic criteria |
| Channel programs | Paid, content, and outbound programs scoped to budget and ICP fit |
| Scoring model | A fit-plus-intent scoring rubric integrated with your CRM |
| Reporting | A funnel dashboard tracking lead to closed-won by channel |
How an engagement runs
ICP & Account Research
Pull patterns from closed-won and churned accounts rather than starting from assumptions.
Channel Mix Design
Decide the paid, content, and outbound split based on where your ICP actually spends attention.
Scoring Model Build
Define fit and intent criteria and set the MQL/SQL thresholds sales agrees to.
Campaign Launch
Stand up channels with scoring wired into the CRM from the first lead, not added later.
Funnel Tracking Setup
Connect lead source through pipeline stage to closed-won so channel performance is visible end to end.
Iteration
Review channel-level CAC and payback period and reallocate budget toward what is actually working.
How this compares
| Scored Lead Generation | Volume-Only Lead Generation |
|---|---|
| Leads reach sales pre-qualified | Sales manually sorts signal from noise |
| Spend tracked to closed-won by channel | Spend tracked to lead count only |
| MQL/SQL definitions shared and enforced | Marketing and sales disagree on what counts as qualified |
Both approaches can produce the same lead count in month one - the difference shows up in what sales does with them.
What this changes for the business
- Sales spends less time disqualifying and more time selling, because scoring happens before handoff, not after a complaint.
- Budget shifts toward channels with a defensible cost per customer, not just a low cost per lead.
- Marketing and sales share the same definition of a qualified lead, so "the leads are bad" becomes a data conversation instead of a standoff.
Who needs this
A B2B company scaling past founder-led sales
Once a founder stops personally vetting every lead, the scoring model has to do that job instead.
A team where sales has stopped trusting marketing leads
A shared, enforced scoring model is usually the fastest way to rebuild that trust with evidence instead of argument.
Related work
We're still building out published proof for this specific service — ask us directly and we'll walk through relevant examples.
Common questions
One that matches your ICP on fit - company size, industry, role - and shows genuine intent signals like pricing page visits or demo requests, scored against thresholds sales has already agreed to.
There's no universal answer. It depends on where your ICP actually spends attention and how much of the buying cycle happens before someone starts actively searching. We build the mix from your ICP, not a default template.
Running more ads increases volume. This increases the ratio of leads sales actually wants to work, which is a different problem and usually a cheaper one to solve.
Scoring and channel setup typically take a few weeks. Seeing a clear trend in qualified pipeline, rather than just lead count, usually takes a full quarter or more - shorter timelines are measuring the wrong thing.
No. Lead volume depends on budget, market size, and how narrow the ICP is - a fixed number promised before campaigns run is a guess, not a forecast.
Yes, to the extent scoring and attribution require it. We assume an existing CRM is in place and build the scoring and tracking logic into it rather than running a separate system alongside 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.