---
title: B2B Lead Generation - Plan to Succeed
description: Simple calculations to help B2B Lead Generation marketers to hit sales goals
---

[Blog ](https://www.client-bridge.com/blog)

# [B2B Lead Generation - Plan to Succeed](https://www.client-bridge.com/blog/bid/21251/B2B-Lead-Generation-Plan-to-Succeed)

 Written by [Jack Barry](https://www.client-bridge.com/blog/author/jack-barry) | Sat,Feb 06, 2010 @ 01:13 PM

|  | If you are responsible for B2B lead generation, you probably have a hungry sales team to feed.  But do you know how many leads you will need to meet sales targets? If you don’t know, you’re less likely to hit your goals.   |
| --- | --- |

Try putting together a basic plan to tie your marketing campaigns to sales objectives.  By using a few simple calculations you can better understand:

- The # of impressions you’ll need
- The number of leads you need
- Whether or not your are on track to hit your goals

******Here’s how:**  First, calculate the number of customers you’ll need to generate. 

| For what timeframe do you want to generate this estimate? |                   |   |
| --- | --- | --- |
| What’s your revenue goal for this timeframe? |   | A |
| How much does an average customer spend in this timeframe? |   | B |
| **Total number of customers needed (A/B)** |   | C |

Now estimate the % of leads that become customers.  (If you don’t know this figure, the head of your sales team should – or use the calculation below.)

| Number of new leads you generated in the last 6 months |                 | D |
| --- | --- | --- |
| Number of customers generated from those leads |   | E |
| **% of leads that become customers (E/D)** |   | F |

Now you can project how many leads and impressions you’ll need from your campaigns in this period:

| Number of leads you’ll need (C/F) |                  | G |
| --- | --- | --- |
| Average response rate you get from your campaigns (as a %) |   | H |
| **Number of impressions you’ll need to generate (G/H)** |   | I |

It’s a simple formula but it’s a starting point.  When you set up your campaigns with a focus on the end result -- customers & revenue -- you’re in a better position to hit your goals.  And if you’re falling short, you can make adjustments to:

1. Increase impressions
2. Improve response rates
3. Improve conversion rates

[View full post](https://www.client-bridge.com/blog/bid/21251/B2B-Lead-Generation-Plan-to-Succeed)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Jack Barry"
  },
  "dateModified" : "2014-11-20T15:46:30.003Z",
  "datePublished" : "2010-02-06T13:13:00Z",
  "headline" : "B2B Lead Generation - Plan to Succeed",
  "image" : {
    "@type" : "ImageObject",
    "height" : 109,
    "url" : "//cdn2.hubspot.net/hub/31073/file-13706916-jpg/images/analytics-resized-164.jpg",
    "width" : 164
  },
  "mainEntityOfPage" : "https://www.client-bridge.com/blog/bid/21251/B2B-Lead-Generation-Plan-to-Succeed",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "Revenue Acceleration & Growth Marketing"
  }
}
```