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Volume is easy. Conversations your sales team wants are not.
A programme producing four hundred enquiries and eleven real conversations is worse than one producing sixty and thirty, because somebody spends their week on the first.
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- Typical duration
- 12 weeks to build, then ongoing
- Judged on
- Qualified pipeline
- Not judged on
- Impressions and followers
- Core channel
- Search and technical content
What is usually broken first
In roughly this order, because each fix makes the next one cheaper.
- There is no agreed definition of a lead. So marketing reports one number, sales works from another, and the quarterly argument repeats indefinitely.
- The website cannot convert a technical visitor. Traffic arrives and leaves, and more traffic simply produces more leaving.
- The content is corporate rather than useful. Buyers search problems and specifications. Company news does not appear for any of it.
- The target list does not exist. In most B2B categories the buying universe is countable, which makes named outreach practical and broadcast wasteful.
- Paid spend is broad. Awareness budgets rarely repay themselves at this scale. Narrow, high-intent search and account-targeted social do.
What the programme contains
Narrow and deep. Reach is almost never the constraint in these categories.
A qualification standard
Four criteria, agreed with sales, built into the form, the CRM and the report. The cheapest item here and the most often skipped.
Search built around applications
Pages structured around the problems and selection questions buyers in that market actually type.
Technical content from your own engineers
Application notes, selection guides, comparison tables, failure analysis. Content and localisation.
Named account programmes
A tiered target list with a coverage plan and material for each tier, where the universe is a few hundred companies.
Paid media, scoped tightly
High-intent search and account-targeted LinkedIn. Measured against qualified pipeline, not clicks.
Exhibition integration
Because in these categories the show and the digital programme should be one thing. Exhibition marketing.
One report the board trusts
Weighted pipeline, honest attribution, and a note on what we stopped doing.
What survives a real definition
Run last quarter's leads through four criteria before changing anything. What survives is usually between a tenth and a third of what marketing reported, and it lands almost exactly on what sales said was useful.
That single comparison settles a years-old argument in one meeting.
Change the marketing target at the same time as the definition, or the incentive that created the problem stays in place.
Questions overseas teams ask
Can you run the campaigns as well?
Strategy, standard and measurement from me. Execution through Quiamo or your existing agency under a brief I write. Keeping those separate at the pricing level keeps the recommendations honest.
How long before we see qualified leads?
Search and content compound over two to four quarters. Account programmes and exhibitions produce conversations sooner. Anyone promising volume in month one in a technical category is describing paid clicks rather than pipeline.
Is LinkedIn worth it?
As an account programme against a named list, yes. As general brand posting in industrial categories, mostly noise, and the budget does more in application content.
We tried an agency and got nothing.
Usually because the brief was written before the qualification standard existed, so the agency delivered exactly what was asked for. Before changing agency, agree the definition and re-run last quarter against it.
Send me last quarter's lead report
With your sales team's view of it if you can get that too. Comparing the two locates the real problem faster than any audit.
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Kunal Waghmare · Padmavati Hills, Mokai Vasti, Bavdhan, Pune, Maharashtra 411021, India
office@quiamo.com · +91 90216 02686 · English