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B2B Lead Generation

B2B
lead generation services that deliver pipeline growth

Our lead generation services identify qualified prospective clients for B2B companies across Canada, US, and international markets. We keep your sales funnel full, so your sales team spends its time on qualified opportunities most likely to become revenue.

B2B lead generation at Direct Objective Consulting
5%

of potential B2B buyers are actively in-market at any given time.

Edelman–LinkedIn B2B Thought Leadership Report
10

channels (on average) are used by B2B buyers throughout the purchasing journey.

McKinsey & Company, The surprising economics of B2B growth
82%

of B2B buyers trust coworkers and management, 79% trust existing vendors, and 66% to 72% trust independent experts.

Forrester, B2B Buyers Rate Their Most Trusted Information Sources
61%

of B2B buyers prefer a rep-free buying experience, researching independently online.

Gartner, Sales Survey

Turn interest into paying clients

Leads are prospective clients drawn in by demand creation activities who already understand what you offer. Now, they need to be convinced that your solution is the best fit for solving their pain points. Authority and trust building makes them more comfortable to share information with your sales team, who in turn tries to convince them toward becoming paying clients, based on their level of readiness to make a buying decision.

Powered by the Continuous THRIVE® model
Our lead generation services
  1. 01
    Demand creation The right buyers discover your solution and understand why they need it.
  2. 02
    Lead generation Prospective customers' identity becomes known. They show interest. They are qualified, and better educated.
  3. 03
    Customer engagement Engaged potential clients are contacts that have reached a point where they are aware of your solution and its values. They are convinced and trust that it will resolve their most burning pain points.

No one-size-fits-all.
The right mix for your market.

Lead generation approaches
  1. 01

    Outboundmarketing

    Your message goes directly to potential buyers through targeted permission-based tactics (e.g., social media, pay-per-click, email, LinkedIn prospecting, sales outreach) and other direct engagement.

    Best forA clearly defined market segment and proactive initial pipeline building.
  2. 02

    Inbound & contentmarketing

    Syndicate quality content and resources to attract potential clients (e.g., blogs, case studies, webinars, research, unique resources, and SEO/GEO) with helpful answers that demonstrate your expertise.

    Best forBuilding visibility, authority, and credibility while prospects discover and evaluate you.
  3. 03

    Account-basedmarketing (ABM)

    Targeted personalized campaigns and coordinated outreach focused on a specific group of accounts (i.e., buying committees) with explicit buying intent.

    Best forTargeting a few high-value priority accounts/clients who have high probability to convert as paying customers.
  4. 04

    Influencer-ledmarketing

    Capitalize on authority and credibility of independent experts (e.g., analysts, consultants, executives, creators and industry partners) to introduce your brand through content, events, podcasts and social media.

    Best forExpanding reach and credibility with new audiences through voices they already trust.
  5. 05

    Word-of-mouthreferrals

    Rely on the most trusted group of people (e.g., client referrals, reviews, testimonials and partner/customer advocacy) to spread their high satisfaction within their professional networks.

    Best forCreating new prospective customers from strong and trusted relationships you’ve already built.

Four elements of effective lead generation

How it works
Element 01 of 04 Right persona, right time

Does every piece of content match where your buyer is?

We invest time and resources based on how your prospective clients engage. Each content piece targets the right persona at the right time and carries a consistent message. The funnel is no longer linear, so content follows the behaviour of the account and of each decision-maker evaluating you.

  • Content mapped to funnel stages
  • Messaging by persona
  • Account as a group of individual behaviours
  • One consistent story
Element 02 of 04 A fair exchange

What is worth trading contact information for?

Think of lead capture as a gentlemen’s agreement. We provide a complementary offer designed to attract prospective clients and in exchange for their contact information. The offer must be unique, directly related to your solution, and extremely valuable.

  • How-to documents and guides
  • Special research and tools
  • Events
  • Exclusive deals
Element 03 of 04 Finding the right ones

Which leads match your Ideal Client Profile?

A large pool of contacts only matters if you know who is qualified. With enough information about contacts and their behaviour, we gauge them against the Ideal Client Profile (ICP) definition and their level of interest. A contact with the requested firmographics who downloads a document, then revisits the same topic on your site three times, and then checks out your pricing page is probably a qualified lead.

  • ICP fit
  • Behaviour and engagement signals
  • Level of interest
  • Agreed priority for sales follow-up
Element 04 of 04 Contacts Warm-up

What about leads that aren’t ready to buy?

Some are still researching, some lack an approved budget, others have specific concerns. We determine the best personalized approach for each challenge and build the relationship with specific content about solutions for that persona. Marketing automation runs ongoing personalized email campaigns so your solution stays top of mind.

  • Personalized email campaigns
  • Answers to specific concerns
  • Marketing automation
  • Continuous top-of-mind presence
7 lead nurturing tips

Client acquisition
results we have delivered

Proven business success
Lead generation case study: 29 months of compounding inquiry growth
Inbound & automation Services

29 months of compounding inquiry growth

Web inquiries grew 6.08% month over month; seminar registrations grew by 183%.

View case study +
Client
A technical training house offering professional development courses.
Goal
Increase web traffic and monthly seminar registrations.
How
Website enhancement, inbound marketing, lead generation campaigns and marketing automation.
Results

Over 29 months, the compound monthly growth rate (CMGR) of web inquiries reached 6.08% month over month, and seminar registrations reached 183%.

Lead generation case study: US market penetration by state in two years
Account-based marketing Technology

US market penetration by state in two years

High client penetration in New England and California, plus a client base across the US.

View case study +
Client
An information security company with a small established client base in Canada.
Goal
Enter the US market.
How
Account-based marketing and marketing automation.
Results

After two years of lead generation campaigns, the client achieved high penetration in New England and California and a solid base of clients across the US, with more regions still growing.

Lead generation case study: European market penetration in four years
Inbound & influencer Manufacturing

European market penetration in four years

6 distributors, 20 countries reached and an established client base in the UK and Germany.

View case study +
Client
A medical device manufacturer with a small established client base in Canada.
Goal
Enter European markets.
How
Inbound marketing, marketing automation, influencer marketing and partner marketing.
Results

After four years, the client built a network of six distributors, reached 20 countries and established a solid client base in the UK and Germany.

Lead generation case study: Three top-15 North American airports in 18 months
Outbound · RFPs Services

Three of the top North American airports in 18 months

An early-stage company won locations in Atlanta (#1), Miami (#8) and San Francisco (#15).

View case study +
Client
Short-term hospitality suites.
Goal
Secure airport locations across North America.
How
Answered requests for proposals (RFPs) to win airport locations.
Results

Within 18 months, the early-stage company secured three locations among North America’s 15 largest airports: Hartsfield–Jackson Atlanta (#1), Miami (#8) and San Francisco (#15).

Lead generation case study: Membership growth across Canada and the US
Inbound & automation Associations

Membership growth across Canada and the US

Over a period of 10 years, we acquired ~12,900 new members, ~9,100 professional development seminar registrations, and engaged ~3,500 to follow a certification path.

View case study +
Client
A professional association looking to broaden its reach.
Goal
Acquire new annual members across Canada and the US.
How
Inbound marketing, lead generation campaigns and marketing automation.
Results

Over a period of 10 years, we acquired ~12,900 new members, ~9,100 professional development seminar registrations, and engaged ~3,500 to follow a certification path.

Lead generation case study: 43% more prospects from one tradeshow booth
Event lead capture Manufacturing

43% more prospects from one tradeshow booth

A redesigned booth drew 43% more prospective clients than the previous year.

View case study +
Client
A playground equipment manufacturer.
Goal
Stand out at a leading industry tradeshow.
How
Designed an eye-catching three-part booth stand.
Results

The new booth drew a curious crowd to interact with sales representatives on the show floor. The number of prospective clients received was 43% higher than the previous year.

Lead generation case study: Media placements that won global mandates
Influencer-led Technology

Media placements that won global mandates

Placements in a leading engineering journal earned mandates with the world’s largest tech companies.

View case study +
Client
An electronic design services vendor.
Goal
Increase awareness of its expertise in FPGA electronic design.
How
Media placement in the leading journal for FPGA design engineers (AMD–Xilinx), plus similar placements.
Results

This placement and others like it enabled the vendor to earn large-scale mandates with the largest technology companies in the world.

Lead generation case study: Member success stories that keep recruiting
Word-of-mouth Associations

Member success stories that keep recruiting

Case studies built from member interviews still drive prospective members years later.

View case study +
Client
A membership association.
Goal
Let prospective members hear the success stories of existing members.
How
Conducted member interviews and developed case studies about them.
Results

The association earned recognition for the value of its membership. Years after publication, the stories continue to drive prospective members.

FAQs

Lead generation questions, answered

Ask us directly

End-to-end services designed to attract, engage, qualify and nurture prospective clients. Depending on your objectives and target market, this can include outbound marketing, inbound and content marketing, account-based marketing (ABM), influencer marketing, marketing automation and other guerilla tactics to drive word-of-mouth demand.

We combine marketing strategies and data-driven tactics to identify and engage decision-makers in your target market and with buying intent. Leads are then evaluated based on their fit to your Ideal Client Profile (ICP), engagement and behaviour to determine which prospective clients are most likely to become paying customers.

Demand generation makes the right buyers aware of your solution and interested in it. Lead generation reveals the identity of the contact, qualifies the opportunity, and when ready transferred to speak with your sales team to act upon the opportunity. Demand must come first; lead generation converts it later.

Yes. We use marketing automation to track prospect behaviour, support lead capture and qualification, and deliver personalized communications throughout the buying journey, keeping potential clients engaged until they are ready to meet with the sales team.

Yes. Direct Objective Consulting is also offering Account-based marketing (ABM) strategy for B2B lead generation. It helps focus marketing and sales efforts on specific high-value accounts with relevant buying intent. We combine account research, targeted campaigns, personalization and coordinated outreach to engage priority prospective clients. Thus, instead of broadcasting ads to a large segment of an industry, we pick and choose with your teams’ involvement the top accounts that have high fit and we deliver these valuable leads to you on a silver platter, so your sales team can assist them to become happy paying clients.

We take a data-driven approach to performance and attribution. Campaigns are monitored and optimized on engagement, lead characteristics, conversion rates and business growth metrics, with the goal of connecting marketing activity to revenue and sustainable growth. Performance and attribution should always be linked to pipeline or client acquisition (If possible).

Yes. We act as an extension of your existing team or provide additional expertise where internal resources are limited. We offer the lead generation strategy, campaign execution,  nurturing, marketing automation and performance measurement. We operate as a full-service turn key solution or as a stand alone support function for an internal marketing/sales team.

Do you need to boost your sales pipeline?

Get in touch with us