Two hundred leads a month sounds great, until your sales team says none of them were real.
Most B2B lead generation in India is measured by volume. Cheap leads from broad ads fill a spreadsheet and waste your sales team's week. B2B buyers are different. There are fewer of them, they search with intent, and one order can be worth lakhs. Your lead generation should be built around that.
Why most B2B leads go nowhere
Ads shown to anyone, not the people who sign purchase orders.
Forms that welcome students, job seekers and competitors.
Leads sit in an inbox for two days, then go cold.
5 steps to leads that close
- 1
Name the buyer, not the industry
Write down the role that signs the order, the company size and the city. “Procurement heads at 51 to 500-person IT firms” is a target. “Corporates” is not.
- 2
Be found where buyers search
B2B buyers search Google for suppliers, check LinkedIn and ask peers. Rank for the exact words they use, not the ones you'd use.
Google searchLinkedInB2B marketplacesReferrals - 3
Build pages that filter
Ask for company name, quantity and timeline. You'll get fewer enquiries and better ones, and your sales team will thank you.
- 4
Call within the hour
Speed wins B2B deals. Every qualified lead gets a call the same hour, and a follow-up plan if nobody answers.
- 5
Measure cost per order, not per lead
Track each lead to a meeting and an order. Cut the sources that bring volume without sales.
WeeklyLead qualityMonthlyCost per orderQuarterlySource mix
Sreeven Print Pack, a packaging maker in Telangana, built search around how buyers look for suppliers. 12 buyer keywords reached Google page one, bringing 1.3 lakh leads and 10x revenue in year one. For SPDC's corporate IT division, a focused pipeline connected five corporates and ₹2 Cr in closed orders.
Mistakes that waste lead budgets
What stalls it
- Buying cheap leads in bulk
- One form for every visitor
- Leads shared once a week
- Judging success by lead count
What works
- A named buyer profile
- Pages that ask the right questions
- Same-hour follow-up
- Cost per order as the main number
A good lead isn't cheap. It's the one your sales team can close.
