Skip to content
Outreach Engine

For Marketing and Sales

B2B lead generation services

Qualified conversations with the companies that fit your ICP, not a spreadsheet of names.

Build my pipelineWhat's included
At a glanceLead Gen
The job it does
Find the right companies and people and turn them into real sales conversations.
What it moves
Qualified leadsReply rateMeeting rateLead to opportunity rate
Best for
Teams with closers but no top of funnel · Companies entering a new segment · New offers that need market validation

What is B2B lead generation?

B2B lead generation is the process of identifying target accounts, discovering the right contacts inside them, and creating qualified sales opportunities through outreach. Done well it is a system of targeting, messaging and follow up rather than a one time list of names.

60/40

The B2B buying journey shifted from a 70/30 to a 60/40 split between independent research and seller engagement, and buyers still averaged 16 interactions per person with the winning vendor. 6sense, 2025 B2B Buyer Experience Report

What's included

What's included in B2B Lead Generation, run by one team.

  • 01Ideal customer profile and segmentation
  • 02Target account and contact list building
  • 03Prospect research and enrichment
  • 04Multi channel outreach
  • 05Qualification against your criteria
  • 06Handoff of meeting ready opportunities

Why now

Why lead volume stopped being the goal

B2B buyers now do most of their research before they speak to anyone, and they arrive with a shortlist already formed. A lead that downloaded a guide is not the same thing as a buyer with a problem and a budget, and treating them the same fills the CRM without filling the pipeline.

Modern B2B lead generation is measured by qualified conversations: the right person, at a company that fits, with a problem you solve, agreeing to talk.

How we run it

How we generate leads that turn into pipeline

We start from your ideal customer profile and turn it into a target account list, then research each account for the people and signals that make outreach relevant: hiring, funding, new leadership, technology changes and events.

Outreach runs across email, LinkedIn and phone so each buyer is reached in the channel they answer. Every reply is handled, qualified against criteria your sales leaders agree to, and booked onto the right rep's calendar.

  • ICP and target account definition
  • Account research and contact discovery
  • Signal based timing
  • Multi channel outreach
  • Reply handling and qualification
  • Booked meetings with context

Process

How implementation works.

  1. 1

    Define the ICP

    Agree on the accounts and titles worth pursuing.

  2. 2

    Build the list

    Source and verify contacts that fit the profile.

  3. 3

    Reach out

    Run sequenced outreach across the channels that fit the audience.

  4. 4

    Qualify

    Filter responses against your qualification criteria.

  5. 5

    Hand off

    Pass qualified opportunities to your closers.

What good looks like

What a healthy lead generation program shows

A healthy program shows reply rates by segment, meetings by account tier, and how many meetings turn into opportunities. Those three numbers tell you whether the targeting, the message or the qualification needs work.

If a program can only report emails sent and leads delivered, it is measuring activity. Ask for the conversion from reply to meeting to opportunity instead.

What we report on

  • Qualified leads
  • Reply rate
  • Meeting rate
  • Lead to opportunity rate

Results

Client results from B2B Lead Generation programs.

Each client's own reported figures.

All client results
Client results
Commercial lending100+Qualified opportunities in 60 daysOutbound was inconsistent and treated as a guessing game rather than a reliable channel.Read the story
Software development services$500,000+In closed dealsNeeded a reliable outbound channel to reach mid-market and enterprise buyers for custom AI and automation work.Read the story
Software marketplace57Meetings booked in under 30 daysNeeded to book meetings with HR leaders and introduce them to its software comparison service, so those buyers could see how the marketplace helps teams compare and choose software.Read the story

Research

What the research says

Current, independent data behind how we run b2b lead generation.

  • 60/40

    The B2B buying journey shifted from a 70/30 to a 60/40 split between independent research and seller engagement, and buyers still averaged 16 interactions per person with the winning vendor.

    6sense, 2025 B2B Buyer Experience Report, Nov 2025. More than 4,000 buyers across North America, EMEA and APAC.

  • 10

    B2B customers use an average of ten interaction channels in their buying journey, up from five in 2016. At any stage, a third want in person, a third remote and a third digital self serve.

    McKinsey, B2B Pulse 2024, Sep 2024. Ninth edition of the survey; about 30,000 respondents globally since 2016.

  • 69%

    69% of B2B buyers prefer to validate AI generated insights with a sales rep.

    Gartner survey, presented at the Gartner CSO & Sales Leader Conference, May 2026. 645 B2B buyers, surveyed August to September 2025.

See the full research library

Who B2B Lead Generation is for.

A good fit

  • Teams with closers but no top of funnel
  • Companies entering a new segment
  • New offers that need market validation

Not a fit

  • Companies that want a purchased contact list rather than generated pipeline
  • Businesses without a proven offer to take to market
  • Teams unwilling to participate in sales feedback on lead quality
  • Very low ticket products that cannot support a managed revenue program

What we own, and what you own.

Outreach Engine owns

  • Strategy: ICP definition, segmentation, offer and messaging
  • Data: contact and account sourcing, enrichment and list hygiene
  • Infrastructure: sending domains, inbox health and deliverability
  • Execution: cold email, cold calling and LinkedIn outreach
  • Qualification: reply handling, screening and meeting scheduling
  • Reporting: pipeline reporting and weekly performance reviews

You own

  • Taking the meetings we book, and showing up prepared
  • Running discovery, the sales process and closing
  • Honest feedback on meeting quality, every week
  • Decisions on positioning and offer when testing says to change them
  • Access to the people and context we need to represent you accurately

Before you shortlist anyone.

Which channels are used?

Cold email, cold calling and LinkedIn outreach, selected by where the buying committee actually responds. A lead generation program that only runs one channel is a channel test, not a pipeline function.

How long does setup take?

The first 15 days are audit and diagnosis: we baseline ICP, offer, data, infrastructure, messaging, channels, follow up, sales process, CRM and reporting. Days 16 to 30 are buildout: targeting model, contact data, sending infrastructure, sequences, call scripts, LinkedIn plays, qualification rules and reporting. Coordinated execution starts around day 31, and the first booked meetings typically follow shortly after launch as messaging is tuned against real replies.

How is performance measured?

Account coverage and data accuracy first, then positive reply rate by segment, then qualified meetings and opportunity creation. Raw lead counts are deliberately not the headline metric, because a lead that no salesperson would call is not pipeline.

What can go wrong?

The most common failure is a definition problem: the client and the provider never agree on what counts as a lead, so one side reports success while the other sees nothing worth calling. The fix is a written qualification standard before launch. The second is targeting a segment that cannot buy, which shows up as polite replies that never convert.

How does this compare with hiring internally?

Hiring means recruiting, ramp time, management and tooling before the first meeting lands. A managed program starts producing outreach in weeks and carries the infrastructure and management for you. An in house team adds salary, commission, tooling and management overhead per rep before any pipeline appears, and it still needs someone who already knows how to build the targeting, infrastructure and messaging layer. The honest trade is control and permanence against speed and a working system on day one: a team you build is yours forever, and a managed program is faster and reversible.

What proof supports this.

Where Lead Gen fits for Marketing and Sales

Build more B2B pipeline without hiring more SDRsOutreach Engine builds and operates a multi channel outbound engine that generates qualified sales conversations for your team.ABM lead generation from the accounts you already choseInstead of generating thousands of random leads, generate conversations with the buying committees inside your target accounts.Outbound lead generation that produces qualified conversationsReach the companies you want to sell to, before they start searching, with coordinated email, LinkedIn and calling.One outbound engine. Built for Sales and Marketing.Outreach Engine helps B2B Sales and Marketing teams turn target accounts into qualified pipeline through coordinated email, LinkedIn, calling and account based outreach.

Built for your industry

Lead Gen for B2B SaaS companiesSoftware companies that sell to other businesses and live or die by predictable pipeline and efficient growth.Lead Gen for recruiting and staffing firmsFirms that win on placements and need a steady flow of new client companies, not just candidates.Lead Gen for professional services firmsConsulting and advisory firms whose senior people are the product and have little time to prospect.

Industries we run Lead Gen for

Frequently asked questions

Will these be qualified leads or just a list?

The deliverable is qualified conversations, not raw lists. Contacts are filtered against your criteria before anything reaches your calendar.

What makes a B2B lead qualified?

A qualified lead matches your ideal customer profile, has a relevant need or trigger, and has agreed to a conversation. Qualification criteria are set with you before outreach begins.

Further reading

What is B2B Lead Generation?B2B lead generation is the process of identifying target accounts, discovering the right contacts inside them, and creating qualified sales opportunities through outreach. Done well it is a system of targeting, messaging and follow up rather than a one time list of names.The Best Outbound Channels for Revenue Consulting FirmsOutbound for revenue consulting firms requires a targeted, multi-touch strategy that turns target accounts into qualified sales conversations with executive…The Best Outbound Channels for Business Consulting FirmsOutbound for business consulting firms relies on reaching senior executives with relevant category insights before an active initiative begins.The Best Outbound Channels for Technology Recruiting FirmsOutbound for technology recruiting firms requires a multi-channel strategy that connects with engineering and human resources executives at the exact moment…The Best Outbound Channels for Talent Acquisition FirmsOutbound for talent acquisition firms turns target accounts into qualified sales conversations by systematically reaching executive buyers across their…

Compare your options

Revenue as a Service vs Traditional Lead Generation AgencyA traditional lead generation agency typically delivers leads or lists and stops there. Revenue as a Service owns the full path from targeting through qualification to booked meetings and pipeline, and is accountable for outcomes rather than activity. Choose a lead generation agency for raw top of funnel volume, and Revenue as a Service when you want a managed system accountable for qualified pipeline.Outbound vs Inbound Lead GenerationInbound lead generation attracts buyers who are already searching and compounds slowly over time, while outbound reaches a defined list of ideal accounts on your timeline and produces pipeline you can forecast. Most B2B companies need both, but outbound is the faster lever when you must create pipeline now or sell into a market that is not yet searching for you.Outreach Engine vs Martal GroupMartal Group is a large, tiered sales as a service provider with 200+ onshore sales executives, published average funnels, and options that run from lead generation through closing and account management. Outreach Engine is a smaller team with higher talent density that can handle the same breadth, scale and volume of qualified conversations, with or without a pre-built list, and hands them to your Sales team to close, with the service level expected of a boutique growth partner. Choose Martal when you want an outside team to carry deals past the first meeting or need a large onshore bench. Choose Outreach Engine when you want senior, high execution talent and your own reps to close.

Best of lists

Best LinkedIn Lead Generation Agencies in 2026Seven LinkedIn lead generation agencies compared on how they run outreach, pricing, account access and proof, from each company's own pages.Best B2B SaaS Lead Generation Companies in 2026Seven outbound lead generation companies for B2B SaaS compared on proof, pricing, channels and fit, from each company's own pages.

Client stories

Big Think Capital: Commercial lendingCommercial lending, scaling outbound as a predictable pipeline channel.OR Trax: Healthcare technologyHealthcare SaaS serving hospitals and surgery centers. Exited to Banyan Capital.Supply Wisdom: Risk intelligence softwareEnterprise risk assessment AI for Fortune 1000 and top US banks.

Related services

Outsourced SDR servicesMore qualified meetings without adding SDR headcount, from a dedicated team that prospects, qualifies and books as an extension of yours.Prospect data servicesAccurate contacts and account intelligence for every channel, from ICP development, list building and account research.B2B appointment settingQualified sales conversations booked directly onto your team's calendars, through coordinated email, LinkedIn and calling.

All services

Ready to turn cold prospects into booked meetings?

Get a pipeline plan built around your ICP, your deal size and the channels your buyers actually answer.

Build my pipeline