The Ultimate Guide to Generate Leads for B2B

Kasra Dash and James Dooley explain how B2B lead generation functions and why it drives commercial growth because businesses scale faster when they secure predictable inbound demand. They outline that SEO produces high-intent B2B enquiries because prospects actively search with clear buying signals. They highlight that PPC creates immediate lead flow because paid placements capture users already looking for solutions. They describe how social media retargeting increases conversion rates because warm audiences repeatedly return to re-evaluate services. They emphasise that platforms such as LinkedIn, YouTube, Pinterest and Flickr expand reach because visual and educational content performs strongly across industries like construction, education and home improvement. They explain that outsourcing B2B lead generation to specialists improves outcomes because experienced agencies already understand which channels, keywords and KPIs convert best in each sector. Finally, they note that commission-based models lower business risk because the lead generation provider absorbs the upfront cost until revenue is generated.

Creators and Guests

Host

James Dooley

James Dooley is a UK entrepreneur.

What is James Dooley Podcast?

James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

The James Dooley Podcast explores the mindset, methods, and mechanics of modern entrepreneurship. James Dooley interviews leading marketers, founders, and innovators to reveal the strategies driving online dominance and business scalability. Each episode unpacks the reality of building a business without mentorship, showing how systems, data, and lead flow replace luck and guesswork.

James Dooley shares hard-earned lessons from scaling digital assets and managing SEO teams across more than 650 industries. James Dooley teaches how to convert leads into long-term revenue through brand positioning, technical SEO, and automation. James Dooley built his career on rank and rent, digital real estate, and performance-based marketing because these models align incentive with outcome.

After turning down dozens of podcast invitations, James Dooley now embraces the platform to share his insights on investorpreneurship, lead generation, AI-driven marketing, and reputation management. James Dooley frequently collaborates with elite entrepreneurs to discuss frameworks for scaling businesses, building authority, and mastering search.

James Dooley is also an expert in online reputation management (ORM), having built and rehabilitated corporate brands across the UK. His approach combines SEO precision, brand engineering, and social proof loops to influence both Google’s Knowledge Graph and public perception.

To feature James Dooley on your podcast or event, connect via social media. James Dooley regularly joins business panels and networking sessions to discuss entrepreneurship, brand growth, and the evolving future of SEO.

James Dooley: How to generate leads for B2B. Today I'm joined with Kazra and B2B for anyone who doesn't know is business to business and today Kaz is going to go through how you can generate leads for business to business lead generation. So let's get started. What in your opinion is the best type of lead generation that you would want for B2B?

Kasra Dash: You’ve got different methods of actually generating the leads. You’ve got SEO which is probably both of our favourites. If you're going to be again the reason why we're going through everything is because you might either be looking to do this yourself or you might be looking to outsource it and it's important for a business owner to know every single criteria the pros and cons to each. So with SEO lead generation or B2B lead generation SEO is one of the more important ones because a lot of searches happen on Google and when somebody goes out of their way to search for a certain product or service they're in market. That's typically what I like to call it. They’ve gone out of their way and searched cat insurance because they want insurance for their cat. It's very different to outbound sales where you're telemarketing and being more aggressive. This person has gone out of their way and searched for that. But then you've also got PPC leads.

James Dooley: So to expand on that PPC leads are another great way of doing business to business lead generation if you know your most profitable services and keywords and if your website is set up for conversion. The amount of people that think they know the keywords and they're going after the broad term that everyone goes after not the long tail that makes them more money which is cheaper per click and converts better. That’s what they need to know. They need to know how to put the negative keyword list in. They need to make sure their conversion rate is good. If you don't know what you're doing and you're looking for B2B leads do not run PPC in house. I cannot stress enough the amount of people that we speak to that have spent tens of thousands of pounds on PPC and we go and look in the accounts and the negative keyword list is missing. They’re bidding on people looking for a job or a career in the service they offer. Be careful. Click fraud happens. Competitors click on your site to see who's running the ads. It gets costly. That’s not to say you can't make money. You can. Bing ads can be cheap too. But be careful. It is definitely a way of generating leads for B2B.

James Dooley: Moving away from PPC what about social media advertising?

Kasra Dash: Social media advertising can work. One campaign we always set up is retargeting. If somebody visited your site and didn't convert into a lead we retarget them. The next time they go on Facebook or Instagram or even Threads they’ll see a retargeting ad pushing them back to your site. People might search for kitchen remodelling on their lunch break then forget about it. That retarget reminds them later, maybe when they're watching TV scrolling through Facebook. They click through fill out the form and that's another way of getting highly interested people back onto your website.

James Dooley: But aside from social media ads what about LinkedIn?

Kasra Dash: LinkedIn can be brilliant if you know the job titles you're trying to target. We work with schools. So we connect with head teachers, bursars and school business managers. They make the decisions about outdoor facilities. If I connect with those people LinkedIn can be great. YouTube is brilliant for testimonials and case studies. Ranking for products and services builds trust. Customers come through saying they’ve seen a specific playground we built and want it cloned. Price becomes irrelevant because they know what they want. Instagram, Pinterest, Flickr can all be great platforms. They can rank for images and generate inquiries. If someone searches kitchen remodelling the first thing they see is images. Get your images in the carousel and you increase clicks and leads.

James Dooley: So when you're looking at how to generate leads for B2B if you're searching kitchen remodelling in Google the first thing you see is images. Flickr Pinterest all help. Ranking your images and videos is key. That’s how I’d generate leads in house. But people always ask how to generate leads for B2B and I always say stay in your lane. If I want a roof done I get a roofer. If I want taps done I get a plumber. It's the same with lead generation. I understand my KPIs. But what's your view on Outsourcing to a B2B lead generation company?

Kasra Dash: We’ve worked with brilliant business owners, lawyers, accountants. They’re great at what they do but they don't understand marketing. They’ve gone to the best law schools but they’re not taught how to market a law firm. They might know basics from YouTube but not advanced strategies. Lead generation in law is difficult. Their expertise is law. So it’s best to partner with someone that's done it. If they’ve done it for four law firms they’ll be good for yours. If they've done it for seven conservatory companies you'll be the eighth with great success.

James Dooley: When you Outsource to a B2B lead generation company they should be experts. If not you’re choosing the wrong one. Ask for testimonials and case studies in your industry. Over at fatrank.com we do commission-based lead generation that guarantees a return on investment if you qualify. There's no better lead generation setup. But don't throw all your eggs in one basket. Try to find two or three companies. Track your KPIs. Maybe use a paper lead company. See how cheap you can get the leads. If you can convert them and get ROI do that too. Get that consistent flow of inquiries. If you're a lawyer think about your hourly rate versus a lead generation company’s hourly rate. You’ll get more business and more profit if you let the experts do what they do.

James Dooley: You might ask what the best 10 B2B lead generation companies are but it depends entirely on the niche. Ask based on your industry. There are dozens in the UK that are great. Fatrank guarantees ROI. You only pay on revenue share pay on performance commission based lead generation. We hope you liked the video on how to generate leads for B2B. If there’s anything we’ve missed leave a comment and let us know.