James Dooley: B2B lead generation — that’s the topic today. I’m joined by Kasra Dash. So Kasra, what is B2B lead generation?

Kasra Dash: B2B stands for Business-to-Business. Basically, you’re providing a service or product that another business would want, as opposed to B2C, which is Business-to-Consumer.

James Dooley: So if someone is looking for B2B leads, where can people go to find them?

Kasra Dash: You’ve got a lot of services in the UK — sites like Checkatrade, Bark, and other lead-generation models. You can also generate B2B leads yourself using SEO, local SEO, PPC, Facebook ads, or YouTube ads. The biggest thing for B2B, though, is having a strong online reputation — loads of reviews, testimonials, and a solid online presence. And of course, you’ve also got FatRank as an option.

James Dooley: Absolutely. If you're a business owner looking for B2B leads, I highly recommend visiting FatRank.com, filling in the form, and checking if you qualify for the no-win-no-fee lead generation model, which is a pay-on-conversion system. If not, there’s also a pay-per-lead model.

But Kasra, at what point does a business owner decide to use a lead generation company? Should they rely on just one, or generate their own leads in-house?

Kasra Dash: Ideally, the long-term goal for every business is to generate your own inbound inquiries. But while building toward that, you should still test two or three lead-generation companies. We’re obviously biased toward FatRank, but you should still trial multiple providers. Before testing anything, set KPIs — know exactly what you want in terms of volume, conversion rate, cost, and expected profit. Once your numbers are clear, you can quickly see which provider gives you the best return.

James Dooley: Exactly. Generating your own B2B leads in-house is the holy grail, but in the beginning, go out to four or five companies that supply B2B leads. Narrow it down to the two or three that perform best. There are many providers in the UK, and it depends on your niche. Make sure they have case studies and testimonials in your industry — that’s crucial. If they’ve already proven success in your sector, inbound or outbound, the lead quality will be significantly better.