B2B lead generation that actually fills your pipeline.

Lead generation is not one job. It is four, and most campaigns fail because somebody did three of them and skipped the fourth.

The first is targeting: deciding precisely who you are going after and, more usefully, who you are not. The second is data: building a list of those companies and the named people inside them who can actually sign. The third is the message: the reason a stranger should care, written for that specific person rather than for everyone. The fourth is the follow-up system that keeps going after the first email lands in an inbox on a bad Tuesday.

Volume is the easiest of these to buy and the least likely to be your problem. Anyone can send more email. Sending email that earns a reply is a different exercise, and it is almost always a targeting and message problem rather than a volume one.

We were once brought in to look at a campaign that had been running for over twelve months against a few hundred contacts. The open rates were respectable. There were no unsubscribes worth mentioning. There were also no meetings.

That combination tells you something specific. Nobody was offended by the messaging, so it was not aggressive or badly targeted. Nobody acted on it either, so it was not compelling. The sequence had been sending the same template to a managing director of a forty-person firm and to a procurement lead in a multinational, on the assumption that a good message is a good message. It is not.

The fix was not more sending. It was building out who the buyers actually were, writing a separate value proposition for each of them, and only then rebuilding the sequence. That is the order the work has to happen in, and it is the step agencies skip because it is slower and harder to sell than a monthly send volume.

Ireland makes this sharper than most markets. The buying pool in any given sector is small enough that you get roughly one clean attempt at a company before you are noise. Burning through a list with a generic sequence does not just fail, it removes your ability to try again properly for a year.

We do not publish a monthly rate, and it is worth being honest about why rather than hiding behind a contact form.

Pricing the engagement is part of the engagement. A three-month pilot to prove a channel works, a retainer on an established programme, a hybrid with a performance element, and occasional equity or task-based arrangements are all structures we have used, because they suit genuinely different situations. A firm testing whether outbound works at all should not be signing the same deal as one scaling something already proven.

Where a performance element makes sense, we tie it to meetings booked, qualified opportunities or pipeline value, never to closed revenue. In long-cycle markets a supplier qualification can run twelve to eighteen months, so a deal paid on closed business can pay nothing for a year and a half on work that is going perfectly well. That is bad for us and it quietly distorts what we do for you.

You will get a number on a discovery call, against your actual market and your actual offer, not a bracket lifted off a pricing page.

Yes, within rules that are more specific than most people assume, and which are not the same as the rules in the UK or the US.

Business to business electronic marketing in Ireland sits under GDPR and the ePrivacy Regulations together. In practice that means a lawful basis for processing, usually legitimate interests, and it means a genuine one. It means the recipient can tell instantly who you are and how to stop hearing from you. It means honouring that request properly rather than moving the contact to a different list.

Corporate subscribers and individual subscribers are treated differently, which is where most of the confusion sits, and where most of the bad advice comes from. We have written the detail up separately.

Four questions get you most of the way, and they are worth asking us as much as anyone else.

Ask who writes the messaging and whether they will show you a sequence before it sends. Ask what happens in month two if month one does not work, because the honest answer involves changing the targeting or the offer rather than increasing the volume. Ask what you keep if you stop: the list, the domains, the sequences and the data should be yours, not held hostage in someone else's platform. And ask what they will not do, because an agency that says yes to every sector and every offer has not thought about fit.

Ask for proof, too, and read it carefully. A lot of what circulates in this market is either unattributable or belongs to somebody else's work. We would rather point you at a client who will take your call than at a number on a slide.