What we do

We use a data-driven marketing approach to ensure that your online platforms are working at full effect, attracting and engaging new contacts and b2b leads with tailored content and offers that will bond them to your business.

Our multi-faceted inbound marketing approach and lead generation services are engineered around deep industry insights and a thorough understanding of your audience. We then work with this data to develop impactful lead generation strategies and creative content that will engage your ideal consumers, bringing a continual flow of new leads to your business via every possible digital channel.

With a tailored full-service offering covering inbound and content marketing, marketing automation and advertising, as well as specialist expertise in FinTech and financial lead generation and b2b online lead generation, we can deliver a growth marketing package that will get you where you want to be, fast!

Landing page design

When it comes to converting leads, getting your landing pages looking, feeling and working just right is a real game-changer. The overall aim is to reduce friction as much as possible, maximising the number of visitors who decide to click through to what you’re offering on that page.

Using data from researched buyer personas, a/b testing, and re-conversions, we create highly optimised landing pages that reflect the energy and philosophy of your business, ensuring your insightful content achieves the high conversion rates it deserves!


Lead generation is all about helping prospective buyers find what they’re looking for, whether that’s a valuable offer or insightful, relevant content that delivers solutions to their unique problems and concerns.

At Big Rock, we fuse eye-catching design and insight-led copy to create calls-to-action that convert, bringing in new leads at every opportunity and elevating the success of your content through highly researched placement, wording, and design tactics that guarantee maximum engagement from your audience.

Conversion rate optimisation

With inbound marketing, lead generation is a practised science. The more you do, the more you learn. The more you learn, the more you can adapt. The more you adapt, the more optimised your process and the higher your conversion rate.

At Big Rock, we pore over your data, looking at every success, every failure and every possible opportunity to iteratively improve every element of your digital marketing performance and accelerate growth.


Our Complete Guide to Lead Generation

Generating leads – both high in quantity and quality – is a marketers’ top priority. Yet, with only 1 in 10 marketers viewing their B2B lead generation campaigns as effective, what on earth is going on?

In this guide, we’ll detail the best practices, tips and insights that marketers should be utilising to increase their B2B sales leads.

Related Content


In digital marketing or internet marketing, lead generation is the process of initiating interest in your product or service via online channels. An acquired lead (in this setting) is simply the contact information for someone or some organisation that has shown (in some way) interest in your offering.

Leads can be generated for different ends (list building, sales, etc.) and can be defined by their quality (their readiness to buy), which carves an important distinction between sales leads and marketing leads. This distinction, in effect, then serves as the basis for all further communications with that lead.

There are many effective lead generation techniques in digital marketing…

  • Organic SEO
  • Email Campaigns
  • Social Media
  • Inbound Marketing Content

all of which work to build awareness of your product or service amongst relevant audiences, enticing interested parties into the sales pipeline with the hope of later securing a sale.

Generally speaking, there are two key approaches to online lead generation – inbound and outbound.

The inbound approach to lead marketing (including SEO lead generation techniques) works to draw interested parties in organically by offering relevant, useful optimised content that attracts audiences in via search engines and captures lead information (email addresses, etc.) using optimised forms. Normally this takes the form of an exchange, where leads leave their info as a swap for a piece of valuable content. This could be a useful download, a piece of original research, or anything relevant and useful to that audience.

The outbound approach to online lead acquisition is essentially a sales approach via digital channels such as Email or LinkedIn. Creative outbound lead generation is a great way to garner interest directly from possible customers and clients, yet it comes into its own as a way of nurturing leads who have already been acquired.

In B2B, lead generation is the process of initiating interest in your product or service by beginning (and then nurturing) a relationship with other businesses that sit within your target audience.

Having a process in place to maintain lead relationships is just as important as creating new leads.  As such, the phrase B2B lead generation marketing must be understood as an umbrella term for lead acquisition and lead nurturing strategies.

Approaches to B2B lead generation differ to B2C lead generation approaches in several important ways.

As B2B lead generation takes place between two businesses, there are inevitably a lot more moving parts to consider. In general, the B2B lead gen process is more complex, involving more people, and requiring a more on-going, hands-on approach than its relatively simple B2C counterpart.

Identifying suitable (or ‘qualified’) is crucial in B2B. To avoid wasting time, money and resources trying to attract, convert and nurture unsuitable (‘unqualified’) leads, B2B marketing strategies need to consider:

  • Effective lead generation techniques suitable to the specific business
  • Research into prospective businesses and their industry
  • Specific industry trends and forecasts
  • Specific budgetary needs and cycles
  • Identifying decision-makers
  • Creative lead generation ideas
  • A unified team-wide approach (bringing together marketing and sales)
  • The best cost strategy

The aim of lead generation in B2B is to have a steady stream of qualified leads coming into and being nurtured along the sales pipeline. Today, most B2B marketing is digital, where knowing how to get marketing leads and sales leads are becoming increasingly vital to the success of B2B businesses.

If you’re looking to find out more about how to generate leads in B2B, how to work out B2B marketing spend, or how to acquire B2B marketing sales leads, get in touch to speak with one of our in-house experts! Alternatively, you can download our complete guide to lead generation here.

If your lead generation strategies are bringing in a ton of leads, but you’re barely converting any into real sales, you need to revisit and improve your approach to lead generation. The sooner you realise and accept that your lead generation methods aren’t quite working, the sooner you can make the necessary changes and start growing your business with a much healthier sales pipeline full of qualified leads ready to be sold to.

To that end, here are 3 steps you can take to improve the quality of your lead generation:

  1. Get marketing and sales teams on the same page

Marketing and sales teams need to:

  • Agree on what determines a sales qualified lead
  • Agree on what determines a marketing qualified lead
  • Implement a universal lead scoring system that ranks the quality of each lead in the pipeline based on their level of interest (the more data-driven this system is, the more qualified leads you’ll bring in)
  • Create an insight-based response process for each type of lead
  • Assign responsibilities and communication methods
  • Establish shared targets
  • Work together!!!
  1. Develop a healthy approach to lead nurturing

More often than not, lead sourcing becomes the primary focus of b2b lead generation efforts, with marketing and sales teams competing to get as many new leads into the system as possible. To make the most of your database, you need a healthy balance between sourcing quality sales leads and nurturing the prospects you already have.

Lead nurturing is the process of establishing and maintaining a relationship with qualified leads and prospects irrespective of how sales-ready they are. Simply taking the time to nurture the marketing qualified leads and sales leads already in your database with thoughtful email campaigns or with insightful content or offers can be a great way to secure new business from old leads.

  1. Implement marketing automation software

Every lead generation agency (like us!) use a marketing automation software to control, streamline, and automate all the moving parts involved in effective lead gen.

Marketing automation tools massively simplify the complex processes involved in digital lead generation by making it easy to track, measure, review, and adapt to lead activity across the entire pipeline. This allows marketing and sales to stay on the same page and makes the potentially complicated lead nurturing process far easier to implement and stay on top of.

Curious to learn about your marketing automation options? Here’s our rundown of the top 20 Marketing automation tools for businesses.

Many elements make up an effective lead generation website. Once integrated effectively, your website will start working on your behalf at all times, serving as a sales funnel that moves all your web traffic closer and closer to becoming website leads that you can add to your database.

How to improve lead generation by optimising your website:

Create irresistible offers

When it comes to creating offers, you obviously want people to say yes, but what else can you do to make it impossible for them to say no? When an offer is exclusive, scarce, or in high demand, it becomes more desirable. Whether it’s a whitepaper, free trial, membership, sales promotion or download piece, creating a desirability factor can overcome the typical hesitations that lead may display when approaching an offer.

Make your calls-to-actions count

There’s a huge gulf between the most and least effective CTAs. These simple buttons are what drives people to your offers. You have to make them count. To find out what messaging, colour, placement, etc. is most effective within your audience, you can A/B test different variations until you arrive at your killer CTA. Think about it, if your CTAs aren’t effective at capturing the attention of your audience and persuading them to the click-through, then it makes what you’re offering useless.

Utilise the power of landing pages

Landing pages are one of the most effective lead generation techniques. According to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies, as they direct your visitors down a tunnel to one specific offer, without the distractions of everything else on your website.

Link CTAs to dedicated landing pages

This tip might seem minor, but it’s incredible how often businesses miss this opportunity. Calls-to-action is meant to send visitors to a dedicated landing page where they receive a specific offer. Don’t use CTAs to drive people to your homepage. Even if your CTA is about your brand or product (and perhaps not an offer like a download), send them to a page that will convert them into a lead. Otherwise, it’s a trick missed!

Optimise your forms

An effective form is key to an effective landing page. Without an optimised form to allow people to sign-up, subscribe, or download what’s being offered, there’s no way to convert a visitor into a lead. When determining how many questions to ask in a form, consider the value of what you’re offering in exchange. While asking for more information gives you a clearer picture of how qualified that lead maybe, a long-form can be a turn-off. It’s all about finding a balance between the value of the offer and the value of the info.

Blogging & SEO

Blogging and SEO lead generation techniques are great ways to attract prospective leads to your website. According to HubSpot research, companies that blog 6-8 times per month double their lead volume. As long as you are providing engaging, optimized content that is relevant, helpful or just interesting to your key audience, having the content out there will generate awareness and interactions for your business.

The best lead generation websites offer a killer combination of all these elements (and more), each coming together to create a 24/7 lead generation machine. For the complete breakdown of how to build a lead generation website, you can download our complete guide here.

Get In Touch

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Big Rock, The Frames, Unit 113, 1 Phipp Street, EC2A 4PS