✨ Want to rewatch the full session? You can find it here: Webinar: More Leads Through Your Website (Leadinfo x Sigma Solutions) The webinar is recorded in Dutch, but you can turn on English subtitles.
Why content is the foundation for better leads
According to research by Gartner and McKinsey, 81% of all purchasing processes start with an online search. And no less than 90% of B2B buyers say: “If I need you, I’ll find you myself.”
On top of that, buyers spend 27% of their decision-making time on independent online research. This shows how essential it is for your website to be not only visible in Google but also backed by strong, relevant content.
A well-structured content model ensures that you are found on relevant search terms, support the customer journey from orientation to purchase and to allow visitors to convert at the moment that suits them best.
The Infinity Model: generating leads and retaining customers
Sigma Solutions works with an infinity model for the customer journey. It illustrates that lead generation is not a linear process but a continuous cycle:
- Left side (Lead Generation): awareness, identification, consideration, and purchase.
- Right side (Customer Lifetime Value): retention, upsell, and loyalty.
The idea: attracting new customers takes time, but retaining and growing existing customers structurally delivers more value.
The Ideal Customer Profile (ICP) as the starting point
A crucial foundation for getting more leads through your website is defining your Ideal Customer Profile (ICP). For Sigma Solutions, this profile includes:
- Industry: manufacturing, wholesale, and distribution.
- Location: mainly the Netherlands.
- Company size: SMEs, often between 5 and 25 employees.
- Budget & ambition: investment readiness and growth goals.
- DMUs: often director/owner or founder.
- Technology: ERP systems such as Exact Online or Microsoft Dynamics.
By clearly defining this profile, you know exactly who you do and don’t want to attract. As a result, your content and campaigns become much more effective.
Case: more leads through the DMWheels website
A practical example is DMWheels, a family-owned manufacturer of industrial wheels (well-known from Dutch theme park Efteling’s roller coasters).
The company wanted to strengthen its online positioning and worked with Sigma Solutions on an extensive content model. This included:
- pages per product feature (such as heat resistance or low rolling resistance),
- case studies per application (for example, in food production or amusement parks),
- filters that allow visitors to easily navigate to the right solution.
The results:
- improved visibility on specific search terms,
- clear signals of purchase intent (e.g. highly viewed product groups),
- more high-quality leads directly aligned with sales objectives.
How your content model generates more leads
A content model only works if it meets the needs of your personas. A buyer looks for specifications, while an R&D manager is more likely to download a datasheet or request inspiration. That’s why variation is key.
Important elements in your model are:
- Product groups and features (e.g. load capacity, temperature resistance, rolling resistance).
- Applications and industries (e.g. automotive, pharmaceuticals, retail).
- Conversion mechanisms per phase:
- brochure or newsletter in the awareness phase,
- whitepaper or datasheet for the technical researcher,
- quotation or demo request in the decision phase.
This way, you always provide the right trigger to convert – tailored to where the visitor is in their journey.
From visitors to leads: Leadinfo and Pipedrive
But how do you make those visitors tangible for sales? That’s where Leadinfo comes in.
- Leadinfo identifies which companies visit your website.
- You can see which pages they view and how often they return.
- The tool links this behaviour directly to concrete contacts.
Thanks to the integration with Pipedrive (or other CRM tools), you can immediately translate this data into a structured follow-up. For example:
- schedule automatic tasks (LinkedIn connection, follow-up email, call),
- enrich lead information with company data,
- share insights directly between marketing and sales.
This makes the difference between an anonymous visitor and a qualified lead.
Sales management: structure makes the difference
A strong content model and tools like Leadinfo deliver valuable signals. But without structured follow-up, many opportunities are lost.
Sigma Solutions demonstrates how they tackle this:
- task-driven workflows in Pipedrive,
- fixed touchpoints in their follow-up (LinkedIn → e-book → email → call),
- clear pipeline stages (suspect → prospect → discovery → deal).
The result? A significantly higher percentage of meetings that progress to actual customers.
Conclusion: how to achieve more leads through your website
This webinar clearly showed that getting more leads through your website starts with the right foundation:
- A well-defined Ideal Customer Profile.
- A content model tailored to personas and buying stages.
- Relevant conversion mechanisms at every step of the journey.
- Smart tools like Leadinfo to measure intent and qualify leads.
- And a structured sales approach to convert opportunities.
By aligning marketing and sales seamlessly, your website becomes a powerful lead generation machine.
Leadinfo played a vital role in this case. Would you like to try it for yourself? You can test Leadinfo free of charge for 14 days – no strings attached.
Create your account here.