James Dooley: Inbound lead generation—today I'm joined with Kasra, and the topic is what inbound lead generation actually is. Inbound lead generation is when someone goes out of their way because they’re already in market to purchase your product. It's the complete opposite of cold calling people for pet insurance, car insurance, or whatever. With cold outreach, people get agitated and tell you to piss off. But inbound is different—they’ve searched, researched, and are ready to buy double glazing windows, a new conservatory, or even researched kitchen cabinet designs and now want their kitchen redone.

Kasra Dash: Yeah, for me, inbound marketing is the best form of lead generation. It’s also known as pull marketing—you’re pulling people into your brand or service. They go out of their way to inquire with you. You’re not doing cold emails, DMs, or calls. They’ve searched, found your brand, and are asking for a quote. Compared to outbound strategies, inbound is the best model you can do.

James Dooley: Explain more about how FatRank does inbound lead generation.

Kasra Dash: They do various methods. Facebook Ads is one, and although some think it's interruptive, Meta’s pixel has become smarter. If someone searches “double glazing windows” on Google, the next time they open Facebook or Instagram they'll see those ads. There’s also PPC—Google or Bing paid ads—where you appear in the top spots and pay per click. Then SEO: local map pack with reviews, citations, and directory listings, plus traditional SEO to rank the website.

James Dooley: Converting inbound requires strong online reputation. Want to touch on that?

Kasra Dash: Definitely. When people inquire, they compare brands. They always check testimonials, reviews, reputation management. You must be omnipresent—reviews, video testimonials, case studies, YouTube, and especially Google Business Profile. Encourage customers with good experiences to leave five-star reviews. It’s crucial.

James Dooley: At FatRank, regarding inbound lead generation, can you expand on how the pay-on-performance model works?

Kasra Dash: Sure. For pay-on-performance, you need a strong online reputation. We turn away many companies because they have no branded emails or poor reputation. With branded emails, quote templates, and lots of five-star reviews, your chances of being accepted are much higher. There’s also the cost-per-lead model.

James Dooley: Yes—PPL. So at FatRank.com, fill in the form to see if you qualify for pay-on-performance. Both pay-on-performance and pay-per-lead are inbound services, mainly driven by PPC and SEO. If you don’t qualify for pay-on-performance, don’t worry—the pay-per-lead inbound model is also available.