B2B lead generation: How-to with the matelso platform

In this article, we show how this process can look like using a specific B2B company in our matelso platform – the fictitious Windforce Service GmbH. The company offers specialized services, such as the maintenance of wind turbines.

For Windforce, targeted lead generation is essential to promote sustainable growth and lasting customer relationships. A well-thought-out lead generation process recognizes the specific needs of potential customers and offers tailor-made solutions. Rather than relying on random approaches, effective B2B lead generation uses targeted marketing data to identify and qualify relevant leads. This leads to higher conversion rates, improved customer retention and increased business performance. A key to this is the use of our matelso platform.

In our example with the company Windforce, it could look like this: Jan Hauer, the proud owner of a wind farm, comes to the Windforce website via a specially targeted measure or targeted content for lead generation. He requests a callback for the coming morning in order to receive a quote for the inspection of one of his turbines.

The business agent plays a central role in this scenario. After Jan Hauer has sent the contact form embedded by matelso on the Windforce website, his request (the lead) lands in the agent interface of the matelso platform – also known as the workspace or queue. Here the agent immediately sees all the relevant information – for example

• the initial URL
• the previous campaign
• desired product
• name of the lead
• contact details of the lead

This enables targeted and informed communication.

The matelso platform workspace is designed not only to identify the lead, but also to address them efficiently through targeted queries and to determine their exact needs. This creates a personal and trusting basis, which is essential for successful B2B relationships and relevant leads. Integration into systems such as HubSpot also facilitates processing and documentation in the further course of the lead management process, which significantly increases the efficiency and effectiveness of lead generation.

The path from initial interest to a qualified, high-quality B2B lead (marketing qualified leads) is often complex and requires carefully coordinated communication. A key moment in this process is the transition from an unknown lead to an actual personal conversation. Let’s stay with our example in the matelso platform: Here we see how such a conversation is conducted in real time and seamlessly integrated into HubSpot.

First, let’s look at the agent interface, which serves as the central tool for lead processing – and is ultimately the starting point for more leads. The interface allows the employee to not only enter and update additional contact details, but also to systematically store company data. This structured recording of data is crucial as it creates the basis for personalized communication and precise quotations.

In our example, we see a conversation between a Windforce Services employee and Jan Hauer. The Windforce sales employee processes Jan’s callback request and contacts him by phone. In the conversation, Jan confirms his interest in a wind turbine inspection and directly requests a quote. At this point, the agent has the opportunity not only to respond to the actual need of the potential customer, but also to present the services of Windforce Services in detail.

The results of the conversation are automatically transferred to HubSpot, where every step of the dialog is recorded and analyzed – and the lead is meaningfully evaluated in a consistent lead scoring process. Such data makes it possible to better understand customer interactions and adapt products and services specifically for the target group. This ultimately leads to increased customer satisfaction and loyalty by addressing the specific needs and requirements of the lead. This also improves lead nurturing and valuable prospects can be passed on to sales more quickly for further follow-up.

The details of the conversation, including the confirmation of an offer of 2300 euros for an inspection, are stored directly in the CRM. This includes not only the lead’s contact details and company affiliation, but also specific notes on the conversation that were recorded during the sales call. These notes are crucial as they allow other team members to quickly understand the context of the deal and, if the contact is passed from one agent to another, to build on it efficiently.

This type of real-time data processing and analysis is not only efficient, but also allows B2B companies to optimize their offers in a precise and timely manner, ultimately leading to higher conversion rates and improved customer satisfaction.

The particular strength of Google Analytics lies in its ability to not only record when and how often such events take place, but also to transmit detailed parameters. For example:

• the deal phase
• the advertised product
• the associated communication type
• purchase and communication history

Such data helps to precisely track and analyze the lead’s path through the sales pipeline. This then also enables marketing teams to target and optimize their measures to the most effective strategies, as they now understand which interactions lead to conversions and what the customer journey should look like. By systematically analyzing this data, we can not only improve the ROI of our campaigns, but also improve the customer experience through targeted and personalized outreach.

In the area of B2B lead generation, it is always important to ensure the flexibility of offers in order to be able to respond to the specific needs and requirements of customers. A striking example of this is the evolution of a simple inspection offer into a comprehensive maintenance contract, as we see in the case of Windforce.

After originally requesting an inspection for one of their wind turbines, the potential customer decided to extend the offer to a full maintenance contract. He made this decision after a successful consultation where the details and benefits of such a contract were clearly communicated. This shows the importance of open communication and understanding the customer’s needs in the lead generation process.

The change to the maintenance contract was not only documented in the matelso platform, but also in HubSpot, where the deal was updated accordingly. The new contract now included 8400 euros worth of services, reflected in the deal phase ‘Offer created’. This step shows how seamlessly information can flow between different platforms to maintain a constant overview and control over the sales process.

Finally, the contract was physically signed at Windforce Services’ premises, formalising the deal. This offline event was also meticulously logged in the systems to fully and accurately capture the deal history. Such detailed records are essential to ensure the efficiency of lead generation, lead processing and customer satisfaction.

A key advantage of this method is the ability to continuously analyze and interpret the collected data. Data analysis not only gives us insight into which strategies are most effective, but also how we can optimize future B2B lead campaigns to improve conversion rates. For example, analyzing call transcripts and response to specific offers shows which approaches resonate the most.

Continuously adapting and optimizing lead generation based on real data is the key to success in a highly competitive market. In the future, we will be able to use AI-driven analytics to more accurately predict which leads are most likely to close and how to best deploy our resources to achieve maximum effectiveness. This will make B2B lead generation not only more reactive, but also more proactive and customer-centric.

The role of technology in B2B lead generation is crucial for modern business success. Our experience with the matelso platform and its integration with HubSpot, Google Analytics 4 and Google Ads shows how essential precise tools are. By combining technology and efficient processes, companies can respond quickly and effectively to customer needs, increase efficiency and ultimately close more deals. This combination is the key to surviving and growing in a highly competitive market environment.