B2B Lead Generation Agency & Consultancy

You hit the MQL target. Sales missed the number. Both teams are right.

We instrument the whole path from ad to closed-won and send it back to the platforms, so bidding optimises toward pipeline that actually closes rather than toward the cheapest available demo request.

The signal arrives months after the decision that needed it

A B2B purchase involves several people, takes weeks or months, and produces almost no observable signal until late. The ad platforms need feedback within days to optimise. That gap is the central problem of B2B lead generation, and the usual workaround makes it worse: you give the platform the only fast signal available — a form fill — and it dutifully optimises toward whoever fills in forms most readily. That population skews toward researchers, students, competitors and people with no budget authority, because those are the people with the least reason to hesitate. Your MQL cost falls, your MQL-to-opportunity rate falls further, and marketing and sales end up arguing about lead quality when the actual fault is that the system was never told what a good outcome looks like.

Platform-reported conversions versus booked revenue. Four advertising channels each report a share of the same conversions — Meta, Google, LinkedIn and YouTube. Because each measures inside its own attribution window with no visibility of the others, their combined claimed total is larger than the revenue actually recorded in the ledger.

Illustrative. Each platform reports the conversions it believes it influenced, inside its own attribution window, with no visibility of the others — so the same order gets claimed more than once and the totals exceed what finance booked. The gap widens with every channel you add.

Symptoms, causes and what they cost

MQL volume is up and pipeline is flat

Why it happens: Campaigns optimise toward form submissions. The cheapest submissions come from the least considered intent, which is structurally the opposite of a buying committee.

What it costs: Marketing reports success against its target while the revenue number it exists to serve does not move.

Sales says the leads are bad; marketing says sales does not work them

Why it happens: No shared definition of a qualified lead and no closed-loop reporting, so neither team can see the same cohort through to its outcome.

What it costs: The argument recurs quarterly, consumes senior attention, and neither side has the data to end it.

You cannot attribute deals to campaigns with any confidence

Why it happens: Multi-touch journeys across months, several stakeholders on different devices, and a CRM where the original source was overwritten or never captured.

What it costs: Budget is allocated on last-touch or on instinct, and the channels that create pipeline early get systematically defunded.

Cost per lead looks fine and cost per customer is unknown

Why it happens: Nobody has divided fully-loaded acquisition spend by customers actually won, including the ones that took nine months.

What it costs: You are managing the only metric that is easy to measure rather than the one that determines whether growth is viable.

Where growth is normally stuck

Conversion signal loss between the browser and the ad platform. Conversions fall at each stage of browser-side collection: tracking prevention and consent choices remove roughly a third, and further loss occurs before the event reaches the ad platform. A final bar shows the larger share that survives when events are also sent server-side.

Illustrative. Browser-side collection loses signal to tracking prevention, consent choices and blockers before it ever reaches the ad platform. Server-side events recover much of that gap — not all of it, and never the part a visitor declined.

Our solutions — matched to the problem you have

Our services

Pipeline instrumentation

The loop between your CRM and the ad platforms. On a long sales cycle this is almost always the highest-return work available.

Measurement first

Nothing downstream is trustworthy until this is right. We start here on almost every engagement, because optimising against numbers that do not reconcile just reaches the wrong destination faster.

Demand & conversion

Acquisition run against pipeline created rather than lead volume, with the post-click experience rebuilt where it is the constraint.

What we actually do on a B2B account

We close the loop between the CRM and the ad platforms, then rebuild buying around the outcomes that matter. Most of this work happens outside the ads interface.

How it runs

The engagement sequence, phase by phase. Four sequential phases, beginning with diagnosis and measurement before any campaign changes are made.

The order is deliberate. Acquisition work built on unreconciled measurement compounds the error, so the measurement layer is corrected before any campaign changes.

Days 1–10 — Trace cohorts to revenue

Read-only access to ad accounts, analytics and CRM. We follow cohorts from ad through form to qualified, opportunity and closed-won, then compute real cost per customer by campaign. This reliably reorders which campaigns look successful.

Weeks 2–4 — Close the loop to the platforms

Offline conversion import with deal values, lead source integrity restored, a qualification definition agreed with sales, and a lead score built from what actually predicts closing in your own data.

Weeks 4–8 — Rebuild buying around pipeline

Optimisation events moved downstream, budget reallocated on cost per closed customer rather than cost per MQL, qualifying friction added where it pays for itself, and account-level signals put to work.

Ongoing — Report on pipeline, hold to payback

Weekly against pipeline created, cost per acquired customer and payback period. When a channel produces MQLs that never become opportunities, we recommend stopping it rather than optimising its cost per lead.

Why we refuse to be measured on MQLs

The MQL exists because marketing needed something countable before revenue arrives. That is a reasonable operational need and a terrible optimisation target — it is easy to generate, easy to make cheaper, and its cost falls fastest exactly when quality is deteriorating. Any agency paid on spend and judged on MQLs has every incentive to keep that arrangement. We would rather be held to pipeline created and customers won, accept the longer feedback loop that implies, and tell you when a channel is producing volume that will never close.

What you get out of it

Marketing and sales stop arguing

A shared definition and closed-loop reporting mean both teams see the same cohort through to the same outcome.

Bidding starts hunting for buyers

Once closed-won and deal values flow back, the platforms optimise toward accounts that resemble your actual customers.

You can defend the acquisition number

Fully-loaded cost per customer and payback on contribution — the figures a board asks for and most B2B teams cannot produce.

Early-funnel channels stop being unfairly cut

Attribution that accounts for long, multi-stakeholder journeys stops defunding the channels that create pipeline.

Cumulative contribution against customer acquisition cost over twelve months. Contribution accumulates month by month as a rising line, while acquisition cost is a flat line paid up front. The two cross once cumulative contribution overtakes acquisition cost. The shaded area before that crossing is the payback period, during which capital is committed.

Illustrative. Contribution accumulates monthly while the acquisition cost is paid up front. The shaded area is the period your capital is committed — the real constraint on how fast you can scale, regardless of how strong the LTV:CAC ratio looks.

Published engagements

Client names are withheld under NDA. Every figure comes from the engagement it is attached to.

This is for you if

Do not hire us if

Industries we serve

B2B SaaS

Opportunity values passed back in real time so bidding reflects deal size, not demo count.

Professional services

Long, relationship-heavy cycles where attribution must survive months of touchpoints.

Manufacturing & industrial

Small buyer universes where account-level targeting beats volume every time.

Fintech & regulated

Consent constraints on what may be transmitted back to advertising platforms.

EdTech & corporate training

Committee decisions blending institutional procurement with individual enthusiasm.

Logistics & supply chain

High contract values where a single closed deal changes the channel's economics.

Check your own numbers before you talk to anyone

A working spreadsheet with live formulas: spend through to net contribution, blended CAC including the fees your ad platform excludes, and payback computed on contribution rather than revenue. No email required — it is a file, and you should be able to check our thinking before you hear our pitch.

Download the worksheet

Frequently Asked Questions

Why do you refuse to be measured on cost per MQL?
Because it is the easiest metric in B2B to improve and it improves fastest when quality is falling. Remove friction from a form and cost per MQL drops immediately while MQL-to-opportunity drops further. We would rather be held to pipeline created and customers won, and accept the slower feedback that implies.
Our sales cycle is six months. Can paid channels even be optimised?
Yes, but only with offline conversion import. You send back the events that do fire — qualified, meeting held, opportunity created — with values, so the platform learns from partial signals rather than waiting for closed-won. It is slower than e-commerce optimisation and considerably better than optimising toward form fills for six months.
How do you handle buying committees where five people from one company engage?
By treating the account as the unit rather than the contact. Multiple stakeholders from one company are one buying process, and scoring them individually produces five mediocre leads instead of one strong account signal. Where your CRM supports account-level reporting we use it; where it does not, that is usually part of the work.
What is a realistic timeline before we see impact?
Measurement and lead-quality changes usually show within four to six weeks, because they correct data you are already collecting. Pipeline impact takes at least one full sales cycle to read honestly, and closed-won impact takes longer still. Anyone promising pipeline improvement inside a month on a six-month cycle is describing noise.
Do you do outbound and ABM as well as paid?
We work on the measurement and economics that make both legible, and on the paid layer that supports them. Where outbound sequencing or ABM orchestration is the constraint we will say so and scope accordingly rather than claim a capability we would be learning on your budget.
Do you charge a percentage of ad spend?
No. That model pays the agency more when your budget grows, whether or not the growth was profitable, and it makes recommending a spend reduction structurally irrational. We price on the scope of the work: $2,500 for a diagnostic audit, $4,500–$5,500 for a build sprint, $6,500–$8,500 per month for a retainer.
Do you work with companies outside India?
Yes. We are based in Bengaluru and work with companies across the US, UK, UAE, Singapore, Australia, Canada, New Zealand and Ireland. Engagements run remotely with working hours overlapping your timezone.
Who owns the tracking setup and models when we stop working together?
You do, entirely. Everything is built in your accounts under your credentials — server-side tracking configuration, unit-economics models, dashboards, playbooks. We do not hold code or withhold access at the end of an engagement.
Why can we not see your client names?
Our clients are under NDA, so engagements are described by sector and situation rather than named. We would rather show you a real result with the name withheld than a named logo we cannot substantiate, and we will walk you through the methodology and the measurement on a call.

How we work

Bring your CRM

Forty-five minutes against your real pipeline. You leave with cost per acquired customer by campaign — a number most B2B teams have never actually produced.