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B2B Lead Generation
Grow your sales pipeline.
Your business needs sales leads to feed your sales team. We build lead-generation systems designed for businesses spending £100k to £5 million+ per annum. We focus on the right leads first, and then the right quantity.
Lead validation
We don't just capture data; we validate it in real-time. A lead is only a lead if it's actionable.
Nonsense validation
Our bespoke landing pages use real-time API lookups to validate mobile numbers and email addresses. If the data is fake, the lead doesn't enter your CRM.
Conversion feedback loops
We don't just report conversions to Google, Meta, or LinkedIn - we report valid data. By identifying and cancelling fake conversions at the platform level, we train the ad algorithms to stop bidding on low-quality users.
Exclusionary copywriting
We write for your ideal customer and intentionally alienate the tyre-kickers. Our content is designed to attract the contracts you're looking for while screening out low-intent enquiries that bloat your cost-per-acquisition.
Negatives are positive
We put a lot of work into what you don't want. Every ad platform wants you to broad match to anyone - which wastes your budget. We continually exclude the users and words we don't want, in bulk, to keep your leads clean.
How we generate B2B leads
Paid search
Google Ads, Microsoft Ads & LinkedIn
We place your brand exactly where high-intent buyers are searching. We capture users at the moment they need a solution, and use LinkedIn to surgically target decision-makers by job title, seniority, and company size - not just "run ads."
Social: Meta
Facebook & Instagram
B2B decision-makers don't stop being buyers when they leave the office. We use Meta for sophisticated retargeting and brand authority - staying top-of-mind throughout their research phase where your competitors are likely absent.
GEO optimisation
Traditional SEO is changing. We use both traditional SEO and Generative Engine Optimisation (GEO) to ensure your business is the answer when prospects use AI tools like ChatGPT, Perplexity, or Google's Gemini to research their partners.
Partnerships & industry collaborations
Trust is a shortcut to a sale. We help you secure technical co-citations and strategic placements within the industry hubs, trade bodies, and digital platforms your customers already rely on - borrowing their authority to build your own.
Email marketing
Bulk & in-house data
Your data is a dormant asset until it's well managed. From nurturing your existing lead database to high-volume cold outreach, we build delivery systems for performance - with high technical deliverability ensuring your message reaches the inbox, not spam.
Optimise your process
We can work with you to improve conversions at each stage of the sales funnel - from first click to closed deal.
The Business Hub is a UK-based aggregator for business mobile phone and broadband contracts. They work with the UK's largest telecom providers such as O2, Vodafone, BT and Three to secure the best deals for businesses of all sizes, from smaller firms to global enterprises.
Their unique selling proposition lies in their comprehensive comparison of a fragmented market, combined with expert knowledge and a personalised service, helping businesses find the perfect connectivity solutions for their needs.
The challenge
The Business Hub approached us with a clear goal: increase lead generation, particularly from larger businesses, to drive revenue growth. Their previous agency lacked transparency and withheld access to crucial campaign data, hindering their ability to optimise performance. This resulted in lead costs that were circa 20% higher than desired and a decline in enquiries from high-value, larger businesses, impacting their profit margins. The sales team was struggling to meet their targets due to insufficient lead volume and quality.
Aston & James - Testimonial
"We worked with The Fractions to generate leads for our furniture division at Aston and James. We stock a lot of products from different suppliers as well as custom-built solutions.
They spent time understanding our business and built a new mini-website for us which created some great leads through Google Ads. We closed tens of thousands of pounds of furniture orders, which is only increasing as more repeat orders come in.
Kapital Finance - Case study
Kapital Finance needed to scale outbound lead generation and modernise email engagement across their preferred business sectors. In a market where prospects are used to generic blast emails, we helped them shift to a data-driven, high-precision outreach model.
The Fractions vs. the alternatives
| Feature | Technical B2B The Fractions Way | Standard Generalist Agency |
|---|---|---|
| Lead Validation | Real-time API Mobile, email, and nonsense checks before it hits your CRM. | None They pass every submission to you, regardless of data quality. |
| Platform Feedback | Bid Correction We cancel bad conversions in the ad platform to refine AI bidding and stop Google/Bing optimising for high-volume but low-quality leads. | Passive They let the platform count every lead as a win. No lead quality metrics, scoring, or values. |
| Search/AI Strategy | GEO & LLM Ready Built to be cited by AI search models. Optional AI content creation with Human in the Loop validation. | Legacy SEO Outdated keyword stuffing that AI ignores. |
| Ad Strategy | Exclusionary We spend as much time on negative keywords as positive ones - this is where the real gains lie. | Broad They open the doors to everyone to pad out their click reports. |
| Contract Style | 3-Month Rolling We rely on results, not legal handcuffs. | 12-Month Lock-in You're tied in even if it's not working. |
3-month rolling contracts. We rely on results, not legal handcuffs.