How To Increase Qualified B2B Sales Leads

In B2B sales, the real challenge isn’t generating leads—it’s generating the right leads.

If you’re looking to improve your sales pipeline quality and increase conversion rates, the solution lies in strategic preparation, not just volume. At Air Marketing, we’ve seen time and again that the single most effective tactic for boosting lead qualification is pre-call research.

By understanding the prospect before you ever pick up the phone, you equip yourself with the insights needed to have meaningful, relevant conversations that open doors—not shut them.

These insights were originally explored in our Calling Masters webinar – watch the full session here.


Why Pre-Call Research Is Key to Better Lead Quality

Cold calling, when done without context, is often met with indifference. When done with insight, it becomes a powerful tool for starting qualified sales conversations.

Pre-call research helps shift your approach from generic outreach to tailored messaging. It increases credibility, improves rapport, and ensures you’re targeting people and businesses with the highest potential to convert.


Start with a Clear Ideal Customer Profile (ICP)

High-performing sales teams don’t treat every prospect equally—they prioritise the ones that match their Ideal Customer Profile.

Understanding your ICP allows you to filter by relevant industry sectors, company size, and decision-making roles. That clarity ensures you’re speaking to organisations that not only need what you offer, but are structurally and strategically aligned to act on it.

This is a fundamental step in every outbound campaign we run at Air. It keeps messaging sharp, outreach relevant, and lead qualification rates high.

For a deeper dive into defining and leveraging your ICP, read our guide: Swipe Right: How to Match with Your Ideal Customer Profile.


Solve Specific Problems, Don’t Deliver Generic Pitches

The most successful sales calls start with a solution-focused mindset. But you can’t offer a solution if you don’t understand the problem.

By taking a few minutes to explore recent company activity, sector trends, and likely challenges, you’re better positioned to demonstrate value. That preparation allows you to speak directly to the pain points that matter most, making your proposition immediately more compelling.


Use Insight to Build Trust

Tailored calls that reference specific details about the prospect’s business stand out. Whether it’s a recent funding round, industry recognition, or a strategic initiative—they signal that you’ve done your homework.

This builds trust early in the call and positions you as someone who respects the prospect’s time. In a crowded market, that kind of credibility makes all the difference in moving a lead from cold to qualified.


What to Research Before You Call

Here’s how to prepare efficiently and effectively:

1. Company Information

  • Industry trends and challenges

  • Company size and structure

  • Press coverage, funding, partnerships

  • Website content and service lines

2. Decision-Maker Context

  • Job title and responsibilities

  • LinkedIn activity and content

  • Career milestones or professional interests

It’s about surfacing the information that can enrich the conversation—not overwhelming the prospect with a data dump.

3. Business Triggers

  • Expansion into new markets

  • Hiring trends or leadership changes

  • Regulatory pressures or sector innovation

  • ISO or ESG ambitions

These are often signs that an organisation is navigating change—and may be more receptive to new solutions.

4. Tools to Make It Easier

Our team leverages tools that cut through the noise, including:

  • BuiltWith – to assess technology stacks

  • Google News – for timely updates

  • LinkedIn – for individual signals and social proof

  • CRM history and intent data – for deeper context across previous interactions


Stay Focused: Efficient Research Yields Faster Results

Pre-call research doesn’t need to take hours. When done with discipline, it can take just 5–10 minutes and yield much higher-quality conversations.

The key is to find the balance: not so much research that it delays outreach, but not so little that it results in unqualified leads.

To maintain momentum, set clear time limits per prospect, segment your research by persona or vertical, and focus only on details that will genuinely support your conversation.


Putting Research Into Action

Research is only useful when it’s applied. Here’s how to bring it into the conversation without overwhelming the prospect:

Start With Relevance

Mention a recent update or known challenge to demonstrate that you’ve prepared. Then link that insight directly to how your solution can help.

Avoid Information Overload

Use just enough detail to demonstrate understanding. The goal is to create a sense of familiarity and relevance, not to show off how much you know.

Ask Smarter Questions

Guide the conversation by referencing industry context or common pain points. Asking “Is that something you’re seeing as well?” opens the door to discussion and deepens the prospect’s engagement.


Common Cold Calling Challenges – and How Research Helps

Cold Call Anxiety

Preparation builds confidence. Knowing your value proposition, understanding the audience, and being ready for objections makes each call more manageable.

Staying grounded in facts and insights also keeps the call professional, even when a prospect isn’t receptive.

Engaging Senior Stakeholders

Executives expect relevance and impact. Research allows you to cut to what matters—commercial results, risk mitigation, or strategic growth.

By speaking their language and demonstrating domain knowledge, you elevate the conversation and increase your chances of success.


Research + Relevance = Better Leads

If your goal is to increase qualified B2B sales leads, pre-call research is one of the most impactful habits you can adopt.

It improves call quality. It raises conversion rates. It helps you stop wasting time on the wrong leads and start focusing on the right ones.

At Air Marketing, we embed this thinking into every sales campaign we deliver—because preparation isn’t a luxury in outbound sales. It’s a performance advantage.

Ready to Improve Your Lead Quality?

Air Marketing helps businesses generate more qualified B2B leads through targeted, insight-led outbound sales campaigns. From strategy and messaging to SDR execution and reporting, we manage the full process—so you get results without guesswork.

📞 Request a quick discovery call and learn how our outsourced SDR teams can build your pipeline with precision.

CALLING MASTERS | Pitch The Panel – Live!

 

Struggling to hit quota? Feeling frustrated with missed sales? Calling Masters will equip you with the skills and strategies to dramatically raise your cold calling game.

In this sixth, and final, episode of our Calling Masters series in partnership with Lead Forensics, we’re putting your cold calling skills to the test! Four brave sales reps dialled into the webinar and pitched live to our expert panel, where they received instant, personalised feedback. Tune in and pick up game-changing cold calling tips by witnessing the participants’ techniques and the panel’s feedback.

Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy

Gracie-May Bryan – Campaign Operations Manager at Air Marketing

Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

CALLING MASTERS | Final Hurdle: The Art of Closing

 

Consistently getting to the decision-maker, crafting a perfect pitch – but struggling to secure the deal?

In this fifth episode of our Calling Masters series in partnership with Lead Forensics, we’re exploring how to turn your successful cold calls into closed deals. We’ll equip you with the essential skills and strategies to confidently navigate objections and guide prospects towards a positive decision.

You’ll learn:

  • Mastering Objections: Discover effective techniques to overcome common objections and keep the conversation moving forward.
  • Building Value & Urgency: Learn how to highlight the value proposition of your offering and create a sense of urgency to act.
  • The Art of the Close: Explore different closing techniques and identify the ones that best suit your calling style.
  • Leaving the Door Open: Learn how to gracefully navigate a “no” while leaving the door open for future opportunities.

Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy
Amy Cooke – Head of Sales US at Lead Forensics 

Alex Burgess – Account Director at Air Marketing

Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

CALLING MASTERS | Pitch Perfect: Taking Your Prospect on a Journey

 

Feeling like your cold calls are missing the mark? Struggling to engage prospects and leave a lasting impression?

In this fourth episode of our Calling Masters series in partnership with Lead Forensics, we’re exploring the art of the perfect pitch. We’ll equip you with the skills to craft a compelling narrative and guide your prospect towards a positive outcome.

You’ll learn:

  • Hook ‘Em from the Start: Master the art of crafting captivating introductions that grab attention and break the ice.
  • The Power of Storytelling: Discover how to weave a compelling narrative that resonates with your prospect’s needs and challenges.
  • Building Value Throughout the Call: Learn how to highlight the benefits of your offering in a way that’s tailored to each prospect.
  • A Smooth Landing: Master the art of transitioning from a captivating pitch to a clear call to action.

Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy
Tom Happé – CEO and Founder at Trueleads

Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

CALLING MASTERS | First Impressions: How to Engage on a Cold Call

 

Struggling to make a strong impact on calls with your prospects?

In this third episode of our Calling Masters series in partnership with Lead Forensics, we’ll equip you with the skills to craft powerful first impressions that turn cold calls into warm conversations.

You’ll learn:

  • How to bypass gatekeepers with powerful introductions that grab attention.
  • How to craft a personalized pitch that resonates with each prospect.
  • How to develop confident communication skills that instill trust and command attention.

Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Maria Vanezi – Director at Ezicomms Marketing
Gracie-May Bryan – Campaign Operations Manager at Air Marketing

Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

CALLING MASTERS | Getting Connected: How to Improve Contact Rates

 

Struggling to connect with decision-makers on cold calls? Spending hours leaving voicemails that never get returned?

If your skills need sharpening on bypassing gatekeepers, leaving compelling voicemails and connecting with real people, then this webinar is for you.

In this second episode of our Calling Masters series in partnership with Lead Forensics, we’re discussing the key elements of getting connected with your prospects, so you can dramatically improve your contact rates.

You’ll learn:

  • How to identify and navigate common gatekeeper tactics to reach decision-makers directly.
  • How to support phone calls with multi-channel messages and the importance of personalization.
  • The importance of Active Listening and how you can use it to your advantage in the early stages of the call.

Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy
Amy Cooke – Global Development Director at Lead Forensics

Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

CALLING MASTERS | Pre-Call Research: How to Prep

 

Tired of wasting time on unqualified leads and getting stuck in voicemail jail?

If you want to increase your closing rate over the phone, you need to understand who you’re selling to. 

In this webinar, the first in our Calling Masters series in partnership with Lead Forensics, we’re discussing the key elements of pre-call preparation to ensure that you’ve packed out your cold call toolbox.

You’ll learn:

  • How to quickly gather relevant knowledge about your prospect’s business, their specific needs, and the key players you need to connect with.
  • Which essential tools will help inform your approach during your call to the prospect.
  • How to apply the information you find during your research on the cold call and ensure your sales success.

Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Fran Hall – Account Director at Air Marketing
Jamie Beaumont – CEO and Founder of Playter

Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

Uniting Experts: All You Need to Know About Using Data in Outbound Sales

In the evolving sales landscape, data has become the linchpin of outbound strategies. But how do we navigate the complexities of using data to boost our contact rates and sales figures?

In this live roundtable, we’re bringing together the leading minds from all major data providers for an exclusive discussion to provide industry insights and answer your burning questions.

Our cracking panel features:
James Isilay – CEO at Cognism
Saif Khan – Director of Sales at ZoomInfo
Liz Fulham – Founder & CEO at TAMI
Paul Gilhooly – VP of Sales at 6sense

Host:
Owen Richards – Founder & CEO of Air Marketing

Key discussion points:
– Most common myths/misunderstood elements of using/procuring data for outbound sales
– Innovative strategies to increase contact rate
– What data is best to use, and how to use it to its full potential to target the right prospects at the right time and through the right channels
– Intent data – How is this evolving and how data can help customers to be more relevant
– How data providers ensure data accuracy for their customers
– The strategic role accurate data plays to improve the quality of pipeline
– The major developments in the data industry the last 12-18 months
– Data providers future plans to evolve their solutions and make prospecting more effective for sales professionals

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

This roundtable presents a unique opportunity to engage with the best in the industry and come away with knowledge that will place you at the forefront of outbound sales success. Whether you’re in sales, marketing, or business development, understanding how to harness data will give you a competitive edge.

From Good to Great: Transforming Sales Teams – Powered by Air Sales Academy

Are you ready to take your sales team to new heights of success? Air Sales Academy presents a special live event aimed to reshape the way businesses approach SDR training and development.

Join our esteemed panel of sales leaders and experts as they unveil their strategies and approaches to building world-class SDR teams.

Panellists:
Erik Pollitt – Sales Trainer & Performance Coach
Michael Hanson – Founder & CEO of Growth Genie
Chris Ritson – Co-Founder & CEO of Flexprts

Host:
Owen Richards – Founder & CEO of Air Marketing

This live roundtable will give you a front-row seat to captivating discussions and valuable insights from experts in the field.

You will hear about:
– Insight from the experts who have achieved extraordinary success in building and empowering top-performing SDR teams.
– Innovative approaches to SDR training, enablement, and development that are redefining industry standards.
– Proven strategies, cutting-edge techniques, and best practices for transforming your sales team’s performance.
– The latest tools, technologies, and methodologies that have driven SDR performance in recent years.
– Exclusive insight into the brand new sessions and resources offered by Air Sales Academy, designed to equip SDR teams for success.

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

Don’t miss out on this opportunity to unlock your team’s true potential and set new standards of success in the SDR landscape.

The Revenue Revolution Podcast by Jointflows Featuring Owen Richards – Founder & CEO, Air Marketing

We’re thrilled to share an exciting podcast episode from The Revenue Revolution series, hosted by Jointflows – a game-changing tool that simplifies the sales process, with a particular focus on the crucial closing stages. 

In this episode, hosts Mick Gosset (CEO of Jointflows) and Hitesh Kapadia (CRO of Jointflows) engage in a captivating conversation with Air Marketing’s Founder & CEO, Owen Richards. They delve into Owen’s insightful perspective on the current state of the sales and revenue landscape; shedding light on various factors that influence it, including the emergence of new stakeholders during the final stages of the sales process.

They share their thoughts on the essential skills that sales leaders should possess, which unfortunately many often lack. Moreover, Owen reveals the innovative and creative strategies that set Air Marketing apart from competitors in a saturated market.

As the conversation continues, Hitesh and Mick explore Owen’s thoughts on the potential revolution brought about by AI in the sales industry, including how it may reshape the sales landscape, presenting exciting possibilities for the future.