Typical approach.
The problem.
B2B technology companies frequently struggle to generate qualified leads rather than noise. The product is technical, the buying committee includes engineers and procurement officers, and the marketing must speak to both audiences. Generic display campaigns and untargeted LinkedIn outreach waste budget on unqualified clicks.
Remarketing is often overlooked or executed poorly. Visitors who explore the solution page receive the same ad as those who bounced from the homepage. There is no segmentation by interest level, and no follow-up content that answers the specific objections each persona holds.
What we do.
We build a lead generation system using Google Ads, LinkedIn B2B campaigns, and segmented remarketing.
First, we define the two or three buyer personas and the search terms or LinkedIn attributes that identify them. We create separate Google Ads campaigns for high-intent keywords and broader research-phase queries, with landing pages tailored to each. LinkedIn campaigns target by job function, seniority, and company size, using creative that speaks to operational pain rather than product features.
Remarketing is split by page visited and time since visit. A solution-page visitor sees a case-study ad; a homepage bouncer sees a problem-awareness ad. Every segment gets a matched landing page and, where appropriate, a LinkedIn InMail or email sequence.
What you get.
A lead generation system including persona definitions, keyword and audience maps, campaign structures in Google Ads and LinkedIn, remarketing segment plans, and matched landing pages. You also receive a lead-scoring rubric and a monthly optimisation checklist. Every asset is delivered with documentation so your team can manage and iterate the system independently.
Frequently asked questions
How long does it take to set up a B2B lead generation system?
Setup takes five to seven weeks: two weeks for persona and messaging work, two for campaign build, and one to two for landing page design and development. After launch, we recommend a minimum of three months for data collection and iteration.
What inputs do you need to build targeted campaigns for a technology company?
We need your ideal customer profile, any existing sales call recordings or win-loss data, and access to your ad accounts. We also ask for a technical contact who can verify messaging accuracy.
Will the system hand over to our marketing operations and sales teams?
Yes. We design the system to hand over to your marketing operations team. If you have sales development reps, we align with them on lead handoff timing and qualification criteria.
Have a project in mind?
We do not take every brief. But if your project is a fit, we will move fast. Tell us what you need and we will reply within one business day.