Book a Review

Lead generation systems for B2B companies

Turn leads into revenue.

Without more spend or another agency.

I build and run the email, paid search, outbound and automation system that moves a lead from first contact to booked call, and shows which deals came from where.

Or book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.

Forecast a campaign before you spend on it.

Two sheets. One forecasts a cold email campaign, one forecasts paid search. Five numbers each, and they show replies, meetings, deals and payback before a dollar goes out.

The sheets run on numbers you estimate. The Review runs on the numbers in your account, and tells you which estimate is wrong.

The forecast assumes a strong offer, good copy and a clean list.

  • $2.7M+

    traced back to one client's lead generation program

  • $3.95

    cost per lead on a first paid search campaign

  • 20

    organizations across 18 sectors

Figures from client work. Details in the case studies below.

The problem

Four reasons the pipeline is thin.

  • The list goes unused.

    Thousands of past clients and old quotes sit in the CRM without a single email this year.

  • Leads wait.

    A form comes in on Friday and someone replies on Monday, with no idea who the company is.

  • Spend goes to the wrong searches.

    The ad account pays for clicks that were never going to buy, and nobody reads the search terms report.

  • Nothing connects.

    The form, the CRM, the email tool and the sales team each hold a piece, and no one can say where a closed deal started.

Most of this is fixable with what you already pay for. Finding out takes an hour.

Services

Four parts of one engine.

Most companies start with one. Most end up running all four.

  • Email programs.

    Campaigns to the people who already know you and to the ones who don't. List building, segmentation, sequences, deliverability.

    About 40% average open across 50,000+ sends

  • Paid search.

    Google and Microsoft Ads. Keyword research, negative keyword lists, landing pages, conversion tracking, weekly reporting on leads instead of clicks.

    Advertising ROI from -22% to +185%

  • Outbound systems.

    The build behind the outreach. Sourcing, enrichment, verification, sequencing, and the tools wired to each other.

    14 replies and 5 walk-throughs from a hand-built list of 250

  • Marketing automation.

    What happens after the lead arrives. Routing, follow-up, CRM setup, and a report the owner reads in one page.

    3x qualification rate, 60% less time on poor-fit contacts

Get the forecasters, free

Case studies

Case studies.

  • Insurance agency, Houston

    5 to 36+

    weekly inbound calls, at $3.95 a lead

    29 years in business, no ad budget, and national carriers bidding $45 a click on every keyword that mattered.

  • B2B services client

    $2.7M+

    revenue traced back to the program

    Started as a $600 fix to a landing page form that was not sending notifications.

  • Consulting firm

    3x

    lead qualification rate

    SDR hours were going to contacts outside the ideal customer profile, with no way to rank a list by fit.

More results

Want this run on your numbers?

60 minutes and a written forecast you keep.

Book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.

Carlos Calle

How I work

One person, start to finish.

  • You work with me, not an account manager.
  • Every engagement starts from your numbers, not a template.
  • Reporting is one page, and it answers whether marketing brought in work.
  • I write down what a channel has to produce and by when, before anything launches.
What it takes
Live in 30 days. First leads in the funnel within 45 days.
What I need from you
Your part is one 45-minute call a week, plus access to the tools you already pay for.

Fit

Who this is for.

A good fit

  • B2B companies with a sales team or an owner who sells
  • An existing client list, a CRM, or both
  • A deal size that supports a cost per lead above $50
  • One new client is worth $10,000 or more
  • Someone who can answer the phone when leads come in
  • A willingness to read one page of numbers each month

A poor fit

  • Ecommerce and consumer brands
  • Companies looking for a social media manager
  • Anyone who needs results inside 30 days
  • Budgets under what a single qualified lead is worth
  • Teams who want the work done without any access

Pricing

Pick where to start.

From a free forecast to the full program. Each step is the next one from the step before.

  1. The Forecasters

    Free

    Forecast a campaign before you spend on it.

    • Cold email forecaster
    • Paid search forecaster
    • Replies, meetings, deals and payback
    • Yours to keep

  2. The Lead Flow Review

    $500

    60 minutes and a written forecast on your numbers.

    • One hour on your list, site and ad account
    • A written forecast you keep
    • A prep doc that skips the warm-up
    • Recording and notes
    Book a Lead Flow Review

  3. Done for you

    The Lead Flow Program

    Quoted to scope

    The whole system, built and run. One channel or all four.

    • Email, paid search, outbound, automation
    • Live in 30 days
    • Measured against qualified leads
    • One improvement shipped every month
    • One operator, no agency layer
    Book a call

The Review is credited in full if we work together. If it tells you nothing new, no charge. The Program needs one 45-minute call a week from you, plus access to the tools you already pay for.

FAQ

Questions before a call.

The Review is $500. The Program is quoted to scope, because a number before seeing the list, site and ad account is a guess.

A channel is live within 30 days, and leads are in the funnel within 45 days. Anything faster than that is someone promising you a timeline before seeing your account.

Your part is one 45-minute call a week and access to the tools you already pay for. I do the building.

Then the review is worth more, not less. It measures what the current spend produces against qualified leads rather than clicks, and that answer is useful whoever acts on it.

60 minutes on your list, site and ad account, and a written forecast afterward that you keep whether or not we work together. The free sheets run on numbers you estimate. The Review runs on numbers pulled from your account, and its job is telling you which of your estimates is wrong. A forecast built on a guessed reply rate is arithmetic. A forecast built on your actual reply rate is a plan.

Want to talk before paying? Take 15 minutes free first.

No charge.

Four years of my career ran inside two of the world's largest testing, inspection and certification companies, building the digital lead generation for divisions selling into oil and gas, commodities, metals and minerals, marine, power and utilities, and agri-food. That included 37 country and division websites across North America, LATAM, Europe, the Middle East, Asia and Australia.

Since then, 20 organizations across 18 sectors, among them manufacturing, government services, workforce development, insurance, B2B software, education technology, professional services and managed IT.

The channel mechanics carry across. What changes is the list and the message, and that is what the Review scopes.

Find out what your pipeline can produce.

One call. I'll tell you what your current list, site and ad account can do, and what it would take to go further.

Book a call

15 minutes, no charge.

Or start with a $500 Lead Flow Review

Revenue
$2.7M+
revenue traced back to one program
Cost per lead
$3.95
per lead, first paid search in 29 years
Weekly calls
5 to 36+
weekly inbound calls at one agency

Case study, lead generation

First paid search leads in 29 years.

Client
Regional insurance agency in Houston, personal and commercial lines, 29 years in business
Challenge
No ad budget, and $45+ clicks on the keywords that mattered
Solution
Spanish-language campaigns for an audience the national carriers were ignoring
Results
$3.95 per lead, weekly calls from about 5 to 36+

Challenge

The agency had never run paid search and had no marketing budget set aside. National carriers bid car, home and life insurance keywords to $45 a click and up. Competing head-on in English was not an option on a small budget.

Solution

I studied the demographics of the agency's region and found a large Spanish-speaking audience searching for the same coverage. Those keywords cost around 40 cents a click, with the search volume to support a campaign. I built campaigns for car, home and life insurance aimed at that audience.

Results

Leads came in at about $3.95 each. Weekly inbound calls grew from around 5 to between 36 and 49, and they were quotable leads, not clicks. The campaigns added $25,000 to $36,000 a week in quoted policies, the first Google Ads leads in the agency's 29 years.

What I did

Competitive and keyword research, the cost gap between English and Spanish search, demand checked against regional demographics, then the campaigns built and managed end to end through cost per lead.

Book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.

Case study, lead generation

One fix became the whole program.

Client
B2B services company
Challenge
A landing page form that was not sending notifications
Solution
Fix the form, then build what the leads needed next
Results
$2.7M+ in revenue traced back to the lead generation program

Challenge

Leads were filling in a landing page form, and the form was not sending notifications. They needed it fixed by Friday. It was a $600 job.

Solution

The form worked by Thursday. A few weeks later they came back for conversion tracking. Then paid search. Then email. Then marketing automation. Each project built on the one before it, and none of it was pitched.

Results

$2.7M+ in revenue has been traced back to the program. The smallest job on the list became my largest client.

What I did

Fixed the form and its notifications, set up conversion tracking, built and ran paid search, built the email program and added marketing automation behind it. It now runs as their full lead generation program, and I run it.

Book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.

Case study, lead generation

Same outbound list. Twice the booked calls.

Client
Enterprise consulting agency selling to HR buyers
Challenge
SDR time going to contacts outside the ideal customer profile
Solution
An enrichment and scoring workflow that ranked every lead by fit
Results
3x qualification rate, 60% less time on poor-fit contacts, 2x booked calls

Challenge

The team ran outbound through Apollo and LinkedIn scrapers with no reliable way to rank leads by fit. SDRs spent hours on contacts that were never going to convert.

Solution

I built a Make.com and GPT workflow. Each lead was enriched through Dropcontact and scored for fit against the ideal customer profile. The top leads went to the SDR team through Slack and Google Sheets, tagged as priority.

Results

The lead qualification rate tripled. SDRs spent 60% less time on poor-fit contacts, and the team booked twice as many cold outreach calls.

What I did

Scraped leads with Apify, enriched them with Dropcontact, ranked fit with GPT on company size, job title and industry, and sent the highest scores to the team automatically with a priority tag in the CRM.

Book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.

Case study, lead generation

Paid search ROI from -22% to +185%.

Client
Global food safety consulting and workforce safety training company, B2B and ecommerce
Challenge
An inherited Google Ads account running at -22% ROI
Solution
Rebuilt accounts, fixed tracking, cut wasted spend, scaled by region
Results
+185% ROI, $20M+ in B2B opportunities, $12M+ in ecommerce revenue

Challenge

An outside agency was running the US Google Ads with no recommendations, no keyword management and no optimization. ROI was -22%, and there was no reliable conversion tracking to show what the spend produced.

Solution

I moved $100K+ away from channels that were not producing, added 12,426 negative keywords and fixed conversion tracking end to end. Then I scaled the campaigns across Europe, LATAM, Canada and the US for two offers, supported by email and HubSpot workflows.

Results

ROI went from -22% to +185%, with $69K+ in wasted spend saved. The work drove $20M+ in B2B sales opportunities, $12M+ in ecommerce revenue, and 437% growth in the consulting pipeline in under two years.

What I did

Audited the account, cut the waste, rebuilt the keyword and campaign structure, fixed tracking, expanded region by region, and built CRM and reporting workflows in HubSpot.

Book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.

Case study, lead generation

357+ leads and $7.3M in pipeline from one website.

Client
Global testing, inspection and certification company
Challenge
A high-demand service line with no dedicated digital lead channel
Solution
A purpose-built lead generation website with clear paths to sales
Results
357+ leads and $7.3M in sales pipeline from the site

Challenge

The oil and fluid analysis service line had strong demand and a global sales team ready to quote. It had no digital channel of its own. Inquiries depended on the corporate site, where the service competed with hundreds of other offerings.

Solution

I built a dedicated lead generation site for the service line. Each testing service got its own page, the content followed what buyers search for, and every inquiry routed to the right regional sales contact. The site was one of 37+ I built or rebuilt for the company.

Results

The site delivered 357+ leads and $7.3M in sales pipeline, a recurring source of opportunity the sales team could count on.

What I did

Designed and built the site end to end, structured the pages and forms around buyer intent, connected form submissions to sales routing, and tracked leads through to pipeline.

Book a Lead Flow Review, $500

Credited in full if we work together.
If it tells you nothing new, no charge.