Two types of B2B lead generation that coaches + consultants need to use!

What this episode is about

If you’ve been relying on warm referrals and introductions to bring in corporate clients, this episode is your wake-up call. Sales strategist Jess Lorimer breaks down the two distinct types of B2B lead generation that every coach, consultant, trainer, speaker, and done-for-you service provider needs to understand - and crucially, which one to prioritise depending on where you are in your business right now.

With the summer window for reaching corporate decision makers closing fast, Jess explains why now is the time to audit your lead generation approach and plug the gaps before September.

Who this episode is for

• A coach, consultant, trainer, speaker, or done-for-you service provider selling services to corporate clients

• Currently relying on warm referrals or introductions to generate B2B sales leads

• Experiencing the feast-and-famine cycle in your business - busy with delivery, then suddenly with nothing in your pipeline

• Unsure whether your lead generation is failing, or whether the problem lies elsewhere in your sales process

• Planning your B2B sales strategy for Q3 and Q4 2026

Questions this episode answers

• What is B2B lead generation and how is it different from just ‘doing outreach’?

• Why isn’t my lead generation converting into sales?

• What’s the difference between active lead generation and passive visibility?

• When should I use active lead generation vs passive lead generation in my business?

• How do I stop the feast-and-famine cycle in my B2B sales pipeline?

• How are corporate decision makers searching for external suppliers in 2026?

Key takeaways 

1. Lead Generation has one job - and it’s not to close sales

One of the most common mistakes coaches and consultants make is judging their lead generation by whether it produced a sale. Jess is clear: the job of lead generation is to book qualified sales calls, not to close contracts. When you blend the two, you end up blaming your lead generation for problems that might actually live elsewhere in your sales process - such as your offer, your pricing, or your proposal.

2. Active lead generation: The strategy you control

Active lead generation is any lead generation strategy that works while you are implementing it, and stops when you stop. Examples include:

• Cold email outreach

• LinkedIn outreach

• Any proactive, volume-driven outreach to decision makers

Active lead generation is entirely within your control. You set the metrics, monitor the results, and can troubleshoot what’s working. This makes it the right approach when you are not yet fully booked with corporate clients - because you have the time, energy, and capacity to execute it consistently.

The risk: if you become too busy with delivery to keep it running, it stops. Which is exactly when many coaches and consultants find themselves with an empty pipeline.

 

3. Passive visibility: Lead generation that works without you

Passive visibility is Jess’s term for lead generation strategies that build brand awareness, visibility, and inbound leads over time - without requiring you to execute them week in, week out. Examples include:

• Speaking on internal company podcasts

• Being featured in a curated directory with proactive marketing (such as the Expert Services Directory)

• Activities that help you rank in AI search tools (GEO - Generative Engine Optimisation) and Google

• Presenting at awards events or industry panels

Passive visibility strategies are compounding: they build over time. They are not designed to produce a sales call every single week, but they ensure that when a corporate decision maker goes looking for an external supplier, you show up. In 2026, decision makers are actively searching for external suppliers online. If you are not visible in those searches, you are invisible to them.

The risk: passive visibility alone is not enough if you have no clients yet. You need to understand your messaging and what works before you can hand it off or systematise it.

 

4. You need both - at different stages of your business

Active lead generation and passive visibility are not either/or. They serve different purposes at different stages:

• Not yet fully booked with clients? Prioritise active lead generation. Use the time and capacity you have now to fill your pipeline before it’s too late.

• About to be fully booked or in a heavy delivery period? Start building your passive visibility now so your brand continues to generate leads while you’re delivering.

• Relying only on warm referrals? You are not in control of your lead generation - and your business is more vulnerable than it looks.

5. The summer window is closing

If you are based in the UK, you have roughly until the second week of July before corporate decision makers become significantly harder to reach. For those in Central Europe or the US, that window closes around mid-June. If you do not have a pipeline of qualified leads generating sales calls now, you need to act before that window shuts.

Key Quotes

“The job of lead generation is to book qualified sales calls, not to make sales.”

“Decision makers are searching actively for external suppliers. If you’re not doing anything on that passive visibility front, you’re not going to show up in search.”

“Active lead generation is completely within your control. And there are times in your business when you have the time and energy to be able to implement it - use them.”

Resources + Links Mentioned in This Episode

Join the B2B Sales Edit: Busyness to Business

Weekly newsletter for coaches and consultants; sharing the real B2B sales techniques that have taken over 30,000 sales processes from busy -> balanced and profitable.

https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

Episode sponsored by The Expert Services Directory: Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

A curated directory that proactively markets your services to corporate decision makers every month. Standard listings reach 1,000+ decision makers per month; Directory Plus listings reach 2,000+. Only 10 suppliers per category.

• Standard listing: 1,000+ decision makers per month

• Directory Plus listing: 2,000+ decision makers per month

• Application required - not all applications are accepted

Cold -> Closed

The self-paced B2B sales experience for coaches / consultants/ speakers / trainers and done-for-you service providers who want scalable, sustainable sales from brand new corporate clients in 90 days or less.

https://smartleaderssell.thrivecart.com/-cold-to-closed-product/

If you've enjoyed listening to Two types of B2B lead generation that coaches + consultants need to use, check out these episodes.

• STC173 - B2B Sales Trends for Q2: Which One Are You Actioning? https://directory.libsyn.com/episode/index/id/40894390

• STC169 - Why ‘Normal’ Communication Is Stopping You Feeling Confident with Sales Communication https://directory.libsyn.com/episode/index/id/40172105

• STC167 - Are You Speaking to Decision Makers or Influencers (and Why It Matters) https://directory.libsyn.com/episode/index/id/39846375

Content Disclaimer

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.