Capability 05 · Fewer leads, better ones
More leads is the easy ask. Better ones change the quarter.
AI Lead Generation finds and qualifies the demand worth a salesperson’s time: an ideal customer profile built from your own closed-won history, first-party intent signals, scoring models you can explain, and routing that gets the right lead to the right person in minutes.
Route: the 86 goes to an account executive, the 54 to an SDR to qualify, and the 12 to a nurture programme.
Illustrative leads. Every score shows its reasons, and sales can reject a routed lead with one click.
What we build · 6 parts
Six steps from stranger to qualified conversation
Each step is measured on what reaches a sales conversation and closes, not on the count of forms filled in.
-
ICP & account prioritisation
An ideal customer profile built from the deals you actually won, turned into a tiered, sized target list your teams agree on.
Fit · tiers · list -
Intent & signal capture
First-party behaviour across your site, content, product and events, combined with declared intent, to show which accounts are moving and when.
Signals · timing -
Data enrichment & hygiene
Deduplication, normalisation, validation and decay handling, so the CRM keeps one accurate record per person and per account.
Clean · deduplicated -
Scoring & propensity models
Fit and engagement models trained on closed-won history, with the contributing features shown per lead, monitored for drift and reviewed for bias.
Explainable scores -
Conversational qualification
Assistants on the site, on WhatsApp and on the phone that answer real questions, qualify against your criteria and book meetings, handing over with full context.
Chat · WhatsApp · voice -
Routing & speed to lead
Rules that route by territory, product and account owner, with alerts, escalation and first-response time measured against a target you set.
Routed in minutes
Where it sits in the engine
From first visit to a sales call, with the score explained.
The route one lead takes through capture, scoring and routing. The highlighted step is where the model scores.
- 01 · Capture Signals Forms, product usage, intent and web visits, consented and deduplicated.
- 02 · Enrich Firmographics Company, role and fit data added from sources you are licensed to use.
- 03 · Score Fit & intent A score with its reasons, never a bare number. Lead Gen
- 04 · Route Right owner Account executive, SDR or nurture by score, territory and capacity.
- 05 · Close loop CRM outcome Won and lost reasons retrain the model every quarter.
How it runs · 4 stages
Define who is worth it, then find more of them
The profile comes from your own won and lost deals, so the model learns your market rather than a generic one. Timings are typical, not promised.
Stage 01 of 4Wk 01–03
Define
Closed-won and closed-lost analysis, sales interviews and the definition of a qualified lead that marketing and sales both sign.
Produces
- ICP & tiers
- Qualification definition
- Target list
Stage 02 of 4Wk 03–06
Instrument
Signal capture, enrichment and CRM hygiene built, with consent recorded at source and a single record per person and account.
Produces
- Signal pipeline
- Enrichment rules
- CRM clean-up
Stage 03 of 4Wk 05–09
Score
Fit and engagement models trained, tested against historic outcomes, and exposed in the CRM with the reasons behind each score.
Produces
- Scoring model
- Backtest results
- CRM fields & views
Stage 04 of 4Wk 09–10
Convert
Routing, alerts and conversational qualification live, with first-response time and conversion by score band reported weekly.
Produces
- Routing rules
- Assistant flows
- Conversion dashboard
Score explanation · what you will see
A score of 82 means nothing. Until it shows its reasons.
What a salesperson sees beside every scored lead: the signals that moved the score, by how much, and which ones the model is not allowed to use.
| Signal | Value | Effect on score | Source |
|---|---|---|---|
| Pricing page visits, 7 days | 4 | +18 (on track) | Web analytics, consented |
| Company size band | 200–500 | +14 (on track) | Form field |
| Asked for a demo | Yes | +22 (on track) | Form field |
| Email domain | Personal | −9 (needs attention) | Form field |
| Age, gender, location of person | Not used | Excluded by design (gap) | Policy |
What you own
A score sales can question. And the pipeline behind it.
The scoring model, its explanation, the routing rules and the feedback loop, configured in your CRM.
| # | Deliverable | Format |
|---|---|---|
| 01 | ICP definition & tiered target list | Doc · sheet |
| 02 | Signal capture & enrichment pipeline | Code · config |
| 03 | Lead scoring model & documentation | Model · model card |
| 04 | CRM fields, views & score explanations | CRM build |
| 05 | Conversational qualification flows | Assistant · scripts |
| 06 | Routing rules & response targets | Config · SLA doc |
| 07 | Pipeline quality dashboard | Dashboard |
What changes
Sales calls the right people first. Three measures that show it.
Lead generation succeeds when high scores convert, response time falls and sales trusts the score enough to use it. They are aims, not guarantees.
-
01
Sales stops filtering
Leads arrive tiered and explained, so representatives spend their day in conversations rather than in triage.
-
02
One definition of qualified
Marketing and sales agree what counts before the model is built, which is where most scoring projects fail.
-
03
Faster first response
Routing and alerts measured in minutes, with escalation when nobody picks a lead up.
Share of routed leads accepted by sales, scored vs unscored. Shape only. Acceptance is the sales team’s own call in the CRM, which keeps the score honest.
Technologies we work with
Your CRM holds the truth. The model sits beside it.
CRM, messaging, analytics and modelling tools we use to capture, score and route leads. Named as technologies we work with, not partnerships; model providers run inside an approval step, never around it.
- HubSpot
- Zoho
- Intercom
- Google Analytics
- Google Tag Manager
- PostHog
- Google BigQuery
- Python
- scikit-learn
- Salesforce
- Twilio
- dbt
- Slack
Frameworks we build to
Scored on what people shared. Explained when asked.
Frameworks every scoring model and form is designed against. Frameworks we build to, not certifications we hold.
-
GDPR — General Data Protection Regulation (EU) 2016/679
General Data Protection Regulation (EU) 2016/679
Consent captured per purpose and channel, tracking tags fired only after consent (Consent Mode v2 where Google is used), and erasure requests reaching every connected tool.
-
DPDP Act 2023 — Digital Personal Data Protection Act, 2023
Digital Personal Data Protection Act, 2023
Notices and consent records for India-based customers, with withdrawal honoured in every journey and channel within the same working day.
-
ISO/IEC 27701 — Privacy information management systems
Privacy information management systems
Every marketing tool that holds personal data listed with its purpose, retention and processor terms, and kept current as tools are added.
-
NIST AI RMF 1.0 — AI Risk Management Framework
AI Risk Management Framework
Each model that scores, targets or writes is inventoried with an owner, a measured error rate and a threshold that stops it.
-
EU AI Act — Artificial Intelligence Act (EU) 2024/1689
Artificial Intelligence Act (EU) 2024/1689
AI-generated content labelled where required, targeting and scoring use cases classified by risk, and a person able to override every automated decision.
Services & packages
Fewer forms to chase. More conversations worth having.
We build the system that finds, scores and routes demand worth a salesperson’s time: an ideal customer profile from your own closed-won history, first-party intent signals, explainable scoring and routing measured in minutes. No purchased lists, no promised volumes.
- Categories
- 05
- Services
- 15
- Packages
- 04
How to buy
- 01Pick services. Enquire about one, or add several to a brief.
- 02Choose how to engage. A sprint, a fixed project or an ongoing team.
- 03Send the brief. We reply within one working day.
Start a project
Ways to engage. Same team, same standard.
Three ways in, from a two-minute question to a formal RFQ. Each is read in full by the lead for the work, and anything already in your brief goes with it.
Or book a thirty-minute call-
01
For a first conversation, a press request, or anything that does not need a scope yet.
You get A reply from a lead, not a sales queue
-
02Most useful
Goals, audiences, a budget band and timing. Enough for us to come back with a shape, not only questions.
You get Options and a first scope after one call
-
03
Your pack, your deadlines, and the procurement and security rules the work must meet.
You get Receipt confirmed and a named bid lead
How it is priced
Each package shows how it is priced. Every engagement starts with a written scope and a quote agreed before work begins.
Opens a project brief with this package chosen.
-
In your brief
- Typical length
- 1–3 weeks
- Pricing
- Fixed fee
-
In your brief
- Typical length
- 4–12 weeks
- Pricing
- Fixed price
-
In your brief
- Typical length
- Ongoing · 6-month minimum
- Pricing
- Monthly fee
-
In your brief
- Typical length
- Ongoing · 3-month minimum
- Pricing
- Time & materials
Compare what each package includes
| Package | Every engagement includes | Best for |
|---|---|---|
| SprintOne fixed question, answered in one to three weeks. |
|
Discovery, a diagnostic, a prototype or a decision you need to make soon |
| ProjectA defined scope, delivered for a fixed price. |
|
Work you can describe up front: an identity, a system, a set of tools |
| RetainerReserved monthly capacity to run, improve and extend what we built. |
|
Brands and products after launch that need a steady team without hiring one |
| SquadA dedicated team working inside your stack, tools and sprint cadence. |
|
Teams with a clear roadmap that need more senior hands, fast |
Questions
What teams ask about lead gen.
Anything else, ask us directly. A short call is usually quicker than a long email.
01Do you buy contact lists?
No. Purchased lists damage deliverability, breach consent rules in most of our clients’ markets and rarely convert. We work from first-party signals, legitimate business data sources with a lawful basis, and demand you create.
02Can you guarantee a number of leads?
No, and we would not trust anyone who does. We commit to the system, the measurement and a weekly view of pipeline quality. Volume targets are set together from your own baseline once the first cycle has run.
03How do you keep the scoring model fair and explainable?
Features are chosen with your sales team and documented in a model card. Protected and proxy attributes are excluded. Each score shows its main contributing factors, and the model is monitored for drift and reviewed on a set cadence.
04Is cold outreach still allowed?
It depends on the market and the channel. B2B email has different rules from SMS or WhatsApp, and India’s DPDP Act, the GDPR and ePrivacy rules each set their own conditions. We set the rules per market before the first message and record consent and lawful basis against every contact.
05Where does all of this live?
In your CRM and your data warehouse. Models, pipelines and documentation are handed over, so the asset stays yours if the engagement ends.
Works best with
A qualified lead needs a fast reply and a fair budget.
Sales automation acts on the score; Campaign AI spends where good leads come from.
Let’s build what happens next.
Tell us what you’re building. We’ll answer straight.
Three ways to start
Every engagement starts with a written scope and a quote agreed before work begins.
Choose one of the three ways above