B2B lead generation case study – How we tripled our sales with intent data

There’s a new B2B lead generation technique that’s crushing it right now.

We personally used it in our previous startup to triple our sales using intent data.

SalesForce extract

It was so good that we decided to make a company out of it.

Today I’m going to show you exactly how we did it, step-by-step.

What we did before

Like many B2B businesses, our most cost-effective and efficient lead generation method was cold emailing.

Source: Statista US B2B marketers July 2017 survey

We started with buying emails from B2B content data providers.

We knew our buyer and the target company size so we thought it would be enough.

Long story short – it did not work so well.

Less than a 0.5% click-through rate on our emails.

Why?

Why it did not work

Because we were emailing people out of the blue.

Our product was everything they needed when we reached them at a very specific point in time.

But if we reached them too early – they didn’t remember us.

If we reached them too late – they would share their frustration stories from the solution they did choose and say “too late – we are already committed”.

So we had to figure out how to reach the buyers at the exact time window when they already knew they needed our product but still have not chosen our competitor.

Here is what happened next:

Figuring out buying triggers

Next, we tried to narrow down our target customers.

We had to figure out what triggers we can look for that indicated the right timing.

The right timing for us was when companies decided to expand internationally and hire employees abroad.

We used different tactics and looked for companies that had the following attributes:

  1. In Tech industry and a year after their Series A.
  2. In small countries that did not have a large enough local market.
  3. Just registered a new branch in a new country.
  4. Were hiring a new head of country.
  5. Companies whose web traffic increased from a new geography.

This worked a lot better (31% click-through rate).

Why? Because we were starting to uncover signals that indicated, at the right time, that a company needed our product.

This is called buying intent.

But there was a big but.

We were generating these leads manually.

We had no scalable way to generate these leads with these very specific criteria.

Information Sources

At the time, we could not find one source that will provide company names and emails for all the criteria above.

So we had to get creative.

These are some of the tools and information sources we used:

  1. Google Alerts
  2. Crunchbase
  3. SimilarWeb
  4. Linkedin
  5. Indeed job board
  6. Local government company registration webs (like Companies House in the UK)
  7. Facebook Groups

Automation

Luckily, one of Leadgence’s co-founders is an expert in data and data processes.

So we built a tool that automated data collection and big data processing.

The lead generation tool essentially found us great early indicators of companies that are very likely to need our product real time.

This tool was so successful for us that we decided to expand it, collect and process a lot more data.

The result – Leadgence was born.

If you spend a lot of time manually looking for the right business to target as part of your sales process, Leadgence is the solution for you.

Leave a Comment

Your email address will not be published. Required fields are marked *

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.