B2b Small business owners
When Does B2B Lead Generation Work?
John Welch
Owner | IAD Growth
In This Post
1. When does lead generation work?
B2B lead generation works when it produces new customers at a profitable exchange. What makes it profitable is different for everyone and every owner or entrepreneur has to determine that for themselves.
It's very common for business owners and entrepreneurs underestimate the cost and effort required to generate new customers. This is the primary reason that lead generation doesn't work.
Added to that is the fact that many lead generation agencies sell business owners what they want to hear, not the truth. This makes it difficult to learn how to generate leads for your business because you're being told to expect lots of leads for a low cost.
Over time, you eventually figure out that "lots of leads for a low cost" is a pipe dream. But in the meantime, you've likely wasted years of your business and tens of thousands of dollars.
Lead generation is not a magic bullet and it's not something that anyone can guarantee. It is a process you can run that increases your chances of generating new business.
2. Lead generation takes time
Time is the one thing that nobody wants to spend. Entrepreneurs and business owners wants things now, it's what makes them so good at building and pushing things forward. Lead generation is one of the areas of business that can't be hacked. Time and consistency are the most important ingredients to lead generation. These also tend to be the most frustrating and annoying things to an entrepreneur or business owner.
The lead generation industry has done a good job of selling a lot of impossible ideas business owners and entrepreneurs who want to believe them. Optimism is a fantastic strength, until it turns into delusion.
Spinning up high-ROI lead generation campaigns in 90 days sounds great. It doesn't work that way. Lead generation success builds slowly over time. You get one channel working, you make a little money, you lose a little money, you get frustrated, you give up, you try again, you repeat. That's just year one. Do things get better? Absolutely. It is easy? Is it fun? Does it feel great all the time? Absolutely not.
3. Lead generation works when you don't need it to
The most stressful part of lead generation is "needing it to work." So many entrepreneurs and business owners are trying to generate leads because they're afraid their business is going to end. This is not a mindset that will give you success in lead generation.
Lead generation has to come from a place of self-belief and forward motion. If you're trying to use lead generation to dig yourself out of a whole, you're fighting a losing battle. It's highly unlikely you will be able to maintain the stamina and mindset needed to keep going, especially when it looks like nothing is working.
Lead generation is the most effective when it's just something you're doing. When you're able to invest in it without putting all your hopes in it. Every business has a way to generate leads, you just need to find what it is and get good at doing it. Positivity is your most powerful ally in the world of lead generation.
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About Us
Honest and transparent phone call lead generation for B2B companies
IAD Growth provides phone call lead generation services to startups and small busineses. Our primary focus is transparent, sustainable lead generation services that give small businesses and startups the opportunity to generate real business results through a low-risk, no pressure lead generation partnership.
John Welch | Owner
Customer experiences
We have partnered with over 100 small businesses and startups
See what our customers have to say about us.
"I've worked with lead generation companies in the past, but the quality of phone call leads we’re receiving from IAD Growth is on a different level.
Most phone call lead generation partners use call centers to make lots of calls and try to pressure prospects into taking meetings that are never going to show. IAD Growth takes the time to build high quality lists of likely prospects and use the best data to increase chances of reaching the right people. They're approach to the call is different as well, they don't pressure or push, they deliver your value proposition in a professional manner and book meetings with prospects that have expressed real interest in your service. On top of all of that, they are fully transparent in their business model, tracking, and reporting of all conversations and dial metrics. I can't recommend IAD Growth enough."
Ian Illig
Co-Founder | Stompbox
"I came up using the phone to grow my business, so I know it works. The real trick is finding a company you can trust to do the real work of phone call lead generation without harming your brand reputation or having to worry they're pressuring potential customers or using questionable "tactics."
IAD Growth provides professional phone call lead generation. They help you build high quality lists, they make targeted phone calls, and they deliver your value proposition in a respectful and firm manner.
I would recommend IAD Growth to any businesses that provides a B2B service or product and needs a sustainable way to start high quality conversations with potential customers in their market."
Don Pelham
Founder | Global Dealer Solutions
"If you want a lead generation partner who actually moves at the speed of your business, John is the person you hire. He brings an incredible, infectious energy to every campaign, but backs it up with a highly structured, professional approach. What sets John apart in the tele-lead gen space is his ability to listen—he doesn't just run a standard playbook; he deeply understands our target audience and adapts in real-time. He is fast, relentless, and a total professional. I couldn’t recommend him more highly."
Todd Sabath
Chief Commercial Officer | PromptWrx
"I worked with John this year on some outbound calling campaigns and he gave me a ton of insight into how to better approach our target market. He did everything he said he would do plus more. I really appreciated his straightforward approach to outbound calling. No fluff, just real conversations and solid follow through. If you’re looking for someone to do outbound calling on your behalf, I would absolutely recommend working with him. I plan to keep working with him going forward. "
Josh Varner
COO | A Couple of Gurus
"John is awesome. We've talked for years about business and when we finally had a need for his services, he absolutely delivered as promised. He's booked so many calls that if we didn't have great processes, we would have become overwhelmed quickly. Truly a master of his craft, and beyond that he's just a good dude."
Ryan Grimes
President | My IT Indy
"I’ve worked with John twice now, and both engagements delivered solid results. He brings discipline, structure, and persistence to outbound prospecting, and understands that cold outreach is about execution and continuous refinement.
John knows how to navigate conversations, challenge objections, and turn cold calls into real opportunities."
Wagner Lopes
Executive Director | Luby
"John has actually been a consultant for me, almost like a board advisor working with me and my executive team.
What you pay to John, you get a return on investment, you brand is held to a high degree in the market, and he gets results quick and is a nice, ethical guy.
John can converse at shop floor and the boardroom level. I've been very happy with John's work. I don't give testimonials and put my name out there unless I mean it. So if you're looking for a partner to help you with setting up appointments, it will not be a waste of time and money working with John."
Luke McCormack
CEO | Roofing Talent America
"I can't recommend John highly enough.
One of the biggest challenges with hiring someone to do outbound or your company is being able to trust them to do what they say they are going to go.
This integirty - along with his skill - is what separates John from the rest."
Chris Caldwell
Founder | Sell As You Are
IAD Growth has been generating leads for small businesses and startups since 2022.
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