Finding the Right Customers: How to Turn Lead Generation into Profit Maximisation

Chasing “more leads” is old news. Modern B2B growth is about finding the right customers, the ones who don’t haggle on price and keep your margins healthy. In our latest webinar, Jaap Jacobs, co-founder of award-winning growth-marketing agency Fingerspitz, explains how his team uses Leadinfo and AI to evolve from a lead factory into a profit engine. This article retells the conversation in story form and shows how you can follow the same path.

✨ Want to watch the full recording? You can do so here: Webinar – How to Turn Lead Generation into Profit Maximisation. The webinar is recorded in Dutch, but you can use the translation feature in YouTube to set the subtitles in English.

Why Traditional Lead Generation Hits a Wall

Jaap compares the classic lead funnel to a sticky ketchup bottle: you keep banging, but hardly anything comes out. Cost per lead rises, freebie-hunters flood your inbox and marketing and sales start bickering. Frustration replaces growth. The remedy isn’t more leads but better-filtered ones or, better still, making sure you find the right customers from day one.

Stoic Growth Without Lead Generation

Fingerspitz bundled its lessons in the book “Stoïcijns groeien zonder lead generatie” (“Stoic Growth Without Lead Generation”). The core message: don’t begin at the top of the funnel; start at the bottom, your most profitable customers. Analyse who brings in 80 % of your margin, then hunt for look-alikes. That turns shotgun marketing into sniper marketing.

Demand generation > lead capture: give away value (podcasts, webinars) without a form wall.
Dark-funnel research: ask new customers a single question: “How did you find us?” and compare their answers with your analytics.
Data as compass: export customer data from Leadinfo, let ChatGPT find correlations, then feed those insights back into your targeting.

A New Sales Funnel: From Interaction to Revenue

The outdated MQL-SQL pipeline makes way for an inverted funnel:

Engagement: valuable content for your “ideal customer profile”.
Contact moment: prospects initiate interaction themselves (demo, call).
Deal value: campaigns are judged on real euros, not download counters.

Leadinfo underpins both ends: it unmasks anonymous company visitors and tags current customers so ad spend flows only to organisations with a high “profit probability”.

Three Practical Tactics from the Webinar

1. Dark-funnel survey?
Add a single free-text field to your form: “How did you discover us?” The answers expose hidden channels (podcasts, Slack groups, referrals) that Google Analytics labels “direct traffic”.

2. Soft-conversion signals in Google Ads
Too few hard conversions to train the algorithm? Track micro-actions (WhatsApp click, calendar open), then use ChatGPT to check which ones correlate with revenue.

3. Offline conversion tracking
Push real deal values from your CRM back into Google Ads. The algorithm learns to differentiate between small fry and big fish. Crucial when finding the right customers is your goal.

AI as Accelerator

Jaap shows how ChatGPT clusters personas in minutes from a simple Leadinfo export. No pricey data-scientist required: upload CSV → ask for sector spread, team size and average revenue → receive a ready-made targeting guide. Finding the right customers becomes a data exercise rather than guesswork.

Culture & Process: The Hidden Growth Engine

Top-performing Dutch B2B companies, from Adyen to Sendcloud, share three traits:

They solve a clearly defined market problem.
They follow a distinctive growth strategy (partner network, elephant-hunting, community-first).
They invest heavily in their people: a happy crew builds stronger client relationships and finds the right customers faster.

Culture isn’t an HR side-project; it’s a direct profit lever.

Get Started Today

Analyse your top-20 % customers with Leadinfo tags and ChatGPT.
Measure the dark funnel: ask the question, log the answer, optimise.
Train ad algorithms with soft and offline conversions.
Only then scale reach with demand-generation content. No form barriers.

By respecting that order, first find the right customers and then scale, you transform lead-generation costs into profit maximisation.

Conclusion

The webinar with Fingerspitz makes one thing clear: if you want to grow in 2025, don’t chase every lead, but pursue the ideal customer. Combine stoic focus with smart data tools like Leadinfo and AI, and your ketchup bottle turns into an open tap. Ready to start? Download the slides, read Stoïcijns groeien zonder lead generatie and make your marketing euros work for profit, not for email addresses.

👉 Ready to try it yourself? You can test Leadinfo for free for 14 days. Discover how quickly you can find the right customers for your business.