Website development and marketing agency
Lead generation agency measured on pipeline, not forms.
Tech Conversion is a lead generation agency for B2B companies in India, the UAE and the USA whose sales teams have stopped trusting marketing's leads, agreeing what a lead is with sales first and then reporting on qualified pipeline rather than form fills.
B2B lead generation for companies whose sales team has stopped trusting the leads marketing sends them.
- An agreed definition of a lead
- Targeting that starts from the account
- An offer worth an email address
- Routing into your CRM
Typical timelineMonthly and rolling. The definition and routing take the first two to three weeks, before any spend.
Who needs this
Sales has stopped opening the leads.
Marketing reports the number of leads. Sales reports that none of them are real. Both are telling the truth, because nobody agreed what a lead was before the campaign started, and the only number being optimised is the one that is easiest to move.
The leads are real and the deals are not
People are filling the form. None of them have budget, authority or a problem urgent enough to act on.
One deal is worth many months of clicks
Which is exactly when this makes sense, and exactly when cost per lead is the wrong thing to optimise.
Marketing and sales report different numbers
Both from the same month. Usually because the handover has no agreed definition on either side of it.
You sell to committees
Five people have to agree, they each want something different, and your funnel assumes one buyer.
- Cost per lead is reported, cost per opportunity is not
- Sales rework the list before calling anybody
- The CRM has thousands of records nobody has touched
- Marketing and sales use different words for the same stage
What the work is
What is in, and what is not
Said in both directions, so nothing is waiting to be added once the work has started.
Included, every time
- 01An agreed definition of a lead
Written down, signed off by sales, before any spend. Almost every argument about lead quality is really this argument, held late.
- 02Targeting that starts from the account
Which companies have the problem, then who inside them owns it. Not a job title list bought from a tool.
- 03An offer worth an email address
A reason to raise a hand that is useful even if they never buy. A generic contact form is not an offer.
- 04Routing into your CRM
Leads arrive where sales already works, with the context that made them a lead, rather than in a spreadsheet nobody opens.
- 05Qualification before handover
So the conversation sales gets has already cleared the bar you both agreed.
- 06Reporting that reaches pipeline
Opportunities and revenue, not form fills. If it stops at cost per lead, it stops before the number that matters.
Not included
- Cold calling and outbound SDR work
- Buying contact lists, which we will not do
- CRM implementation, which is the dashboards engagement
- Media budget, which is yours and paid directly
What changes
What you get out of it
For the business, not for the website. What we do is the previous section; this is what it is for.
Sales opens the leads again
Because the definition was agreed first and the qualification happens before handover rather than after it.
You can price a customer
Cost per opportunity and cost per customer, not cost per form, so the budget conversation has a real number in it.
The CRM reflects reality
Leads land where sales works, carrying the reason they are there.
One vocabulary
Marketing and sales describing the same stage with the same word, which ends most of the monthly argument.
What it is held to
Standards and frameworks
Named, published and checkable. These are the frameworks the work is built to and tested against, not badges we claim.
- Digital Personal Data Protection Act, 2023↗
Governs what a lead form may collect, what its notice must say, and why consent to marketing has to be recorded separately from the enquiry itself.
- GDPR, for EU contacts↗
Applies to anyone processing EU residents' data regardless of where the company sits. Legitimate interest for B2B outreach is narrower than most lead vendors imply.
- Platform lead form policies↗
Meta and LinkedIn both restrict what a lead form may ask and how the data may be used afterwards. Breaches cost the ad account.
How it runs
Our lead generation services, step by step
Six steps, and what each one hands you at the end of it.
- 01
Define
What counts as a lead, agreed with sales in writing, before anything is spent.
You getA written definition and the stages either side of it.
- 02
Target
The accounts with the problem, then the people inside them who own it.
You getAn account and persona map.
- 03
Offer
Something worth an email address, built and tested.
You getThe offer, and the page it lives on.
- 04
Route
Leads wired into the CRM with their context, and the qualification step in front of sales.
You getA working route from form to CRM.
- 05
Run
Campaigns live, with weekly review of what is converting past the form rather than at it.
You getLive campaigns and a weekly note.
- 06
Report
Opportunities and revenue traced back to source, monthly.
You getA report sales agrees with.
- 01Define. A written definition and the stages either side of it.
- 02Target. An account and persona map.
- 03Offer. The offer, and the page it lives on.
- 04Route. A working route from form to CRM.
- 05Run. Live campaigns and a weekly note.
- 06Report. A report sales agrees with.
What lands, and what you bring
Deliverables, timeline and what we need from you
You receive
- A written lead definition, signed off by sales
- An account and persona map
- The offer and its landing page
- CRM routing with context passed through
- Live campaigns
- Monthly reporting that reaches pipeline
How long
Monthly and rolling. The definition and routing take the first two to three weeks, before any spend.
You bring
- Access to the CRM, or a decision to use ours
- Somebody from sales in the first session
- What a closed deal is worth, on average
- Access to the ad accounts, in your name
What it costs
Priced as a digital marketing engagement
Priced as a monthly marketing engagement. Media budget is separate and paid by you, directly to the platform.
Starts from
₹22,000/month
$500 a month if you pay from outside India.
Monthly, rolling
All three engagements, side by sideWhat moves the figure
- How many markets and segments
- Whether the offer has to be built
- Whether CRM routing exists already
- How many channels are running
A written quote follows the strategy discussion. Nothing is added afterwards that was not named in it.
Where it goes wrong
Common mistakes, risks and pitfalls
The mistakes we see most, including ones we have made. Worth knowing before you buy this from anyone.
Optimising cost per lead
It is the easiest number to improve and the least connected to revenue. Halving it usually means doubling the number of people who were never going to buy.
Starting without a definition
If marketing and sales have not agreed what a lead is, the campaign is generating something, and nobody can say whether it is the right thing.
Buying lists
Illegal in several markets, ineffective in all of them, and it puts your sending domain at risk for months.
Sending everything straight to sales
One unqualified handover costs more trust than ten qualified ones build.
Reporting monthly on a six month cycle
If your sales cycle is two quarters, a monthly lead number tells you almost nothing. Report the leading indicator and the lagging one side by side.
The honest comparison
Before you hire a B2B lead generation agency, the alternatives
Including the options where you do not hire us. One of them is right for some readers of this page.
Fix the handover, keep the spend
The leads are fine and the process between marketing and sales is not. Often the actual problem, and it costs nothing to test.
A workshop and a written definition.
Hire an SDR
Outbound suits your market and one person can carry the volume.
A salary plus ramp up, and it stops when they leave.
Channel specific instead
You already know LinkedIn or search is where your buyers are. See LinkedIn Ads or Google Ads.
Less than a full programme, and narrower.
A lead generation engagement from us
Deals are worth enough to justify it, and sales has stopped trusting what marketing sends.
From the monthly figure on this page, plus your own media budget.
Proof
A real one, not a mockup
A B2B data firm whose site could not say what any of its offerings were or who each was for. The before and after are published side by side.
B2B data
Pacific Data Bytes
A data intelligence firm with four coloured tiles and very little else. Rebuilt around what the offerings actually are and who each one is for.
See it before and afterWho delivers it
Who you will actually work with
The people who scope this work are the people who do it. 6 department heads and two directors, one team.
Mohammed Imran MFounder & Director
Mohammed RahulHead of Digital Marketing
Questions
Lead generation agency questions, answered
The things people ask about b2b lead generation before they buy it.
What do lead generation services actually include?
An agreed definition of a lead, account and persona targeting, an offer worth an email address, routing into your CRM, qualification before handover, and reporting that reaches opportunities. Lead generation services that stop at form fills are selling you the easiest number to move.
How do we choose between lead generation companies?
Ask what they report on. Most lead generation companies report cost per lead, because it always improves. Ask to see a report that reaches opportunities or revenue, and ask whether they will agree a lead definition with your sales team before spending anything.
Is B to B lead generation different from B2C?
Yes, in two ways that change everything. The buyer is usually a committee rather than a person, and the cycle is months rather than minutes. Both mean the monthly lead count is a poor measure and the pipeline number is the real one.
Is a lead generation agency the same as a demand generation agency?
Not quite. A demand generation agency works on making more of the right companies aware they have the problem, usually through content and advertising over many months. Lead generation turns that interest into named conversations sales can work. Most B2B companies need some of both, and we will tell you which one your pipeline is actually short of.
Do you work as a lead generation agency in India or globally?
Both. We are based in Chennai, and clients in the UAE and the USA use us as their lead generation agency. India is the market we know best from experience; elsewhere, what matters is research into the buyers rather than the postcode of the team.
What should B2B marketing companies in India be measured on?
Qualified pipeline, and nothing above it. Any agency can produce leads. The question that separates them is whether they will report what happened to those leads after sales touched them, and whether they ask for CRM access in order to find out.
Are lead generation companies in India cheaper to work with?
Usually, because delivery costs less, not because the work is smaller. B2B lead generation services in India should follow the same method as anywhere else. Compare the reporting rather than the fee: a cheaper programme measured on form fills costs more than an honest one measured on pipeline.
Do you buy contact lists?
No. It is unlawful in several of the markets our clients sell into, it performs badly everywhere, and it puts your sending domain at risk for months. Any lead generation company offering a list is offering you their next problem.
Can you guarantee a number of leads or deals?
No. Your market, your offer and your sales team decide most of what happens, and a promised lead count is usually met by lowering the bar for what counts as a lead. What we promise is a lead definition agreed with sales, targeting built on research into your accounts, clean routing into your CRM, and reporting that follows each lead to what it became.
Often bought together
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Insights
The thinking behind the work, in the open.
We write up the problems we had to solve for a client: how answer engines change what a page has to say, and why a redesign that ignores search can cost a year of ranking. Working notes, not filler.
7 published
All writing