Generating Leads for B2B: Strategies That Work

James Dooley: Inbound lead generation — I’m joined today by Kasra Dash, and today’s video is about what inbound lead generation actually is. Inbound lead generation is when somebody goes out of their way because they’re already in-market to buy your product. It’s the complete opposite of cold calling people and asking if they want pet insurance or car insurance. When you do that, people get agitated and tell you to piss off. But with inbound, they’ve already searched, researched, and decided they’re ready to purchase double-glazing windows, a new conservatory, kitchen remodeling, cabinet designs, and so on. They’re ready to buy. Kasra Dash: Yeah, I think inbound marketing is the best form of lead generation. It’s also known as pull marketing. You’re pulling them into your brand or service. They’ve gone out of their way to inquire with you — not cold email, not cold DMs, not cold calling. They’ve searched, found your brand, and now they want a quote. James Dooley: Compared to outbound strategies, inbound is the best model by far. Can you explain how FatRank does inbound lead generation? Kasra Dash: Sure. FatRank does inbound lead generation in various ways. For example, you can run Facebook ads. Some people think Facebook is interruptive, but Meta Pixel has become smarter. If someone searched Google for double-glazing windows, the next time they open Facebook or Instagram, they’ll see related ads. Then there’s PPC—Google Ads and Bing Ads—where you appear in the top few results, paying per click. SEO is another method: ranking in the local map pack with reviews, citations, and directory listings, and ranking your website organically. James Dooley: One important thing for converting inbound traffic is your online reputation. Want to touch on that? Kasra Dash: Absolutely. If someone is looking online and comparing brands, the first thing they check—before and during inquiry—is your reputation. Testimonials, reviews, case studies, video testimonials. You must be omnipresent. YouTube helps with that, as well as your Google Business Profile. Make sure you’re collecting five-star reviews whenever customers have a good experience. James Dooley: Over at FatRank, for inbound lead generation, can you expand more on their pay-on-performance model? Kasra Dash: Sure. With pay-on-performance lead generation, you need a solid online reputation. We turn away many companies because they don’t even have branded emails or proper branding. If you’ve got a professional email, a proper quote template, strong online reviews, you’re far more likely to be accepted into the performance-based model. We also offer a cost-per-lead model. James Dooley: Paper lead, known as PPL. If you go to FatRank.com, fill out the form, you can see if you qualify for the pay-on-performance or pay-per-lead inbound models. Both are driven mainly by PPC and SEO. Visit the Contact Us page to check your eligibility — and if you don’t qualify for pay-on-performance, the pay-per-lead model is still available.