Automated Sales Process
Automated Sales Process

My Journey into B2B Lead Generation: A Personal Story


When I first started my career, I never imagined that I would end up in the world of B2B lead generation. My journey has been anything but linear, filled with unexpected twists and turns that have ultimately led me to a fulfilling and impactful career. In this article, I’ll share my story, the motivations behind my career choice, and the key milestones that have shaped my path.

Early Career

My sales journey began at the age of three, growing up in a small village shop and Post Office in North Wales. From an early age, I was serving and selling to people, so it should come as no surprise that I ended up in sales relatively quickly after the typical rite-of-passage jobs working on building sites and in warehouses.

My first professional sales job was with Ginsters, where I quickly learned the importance of understanding customer needs and building relationships. While I enjoyed the challenge of closing deals, I felt a growing curiosity about the earlier stages of the sales process. How were leads generated? What strategies were most effective in attracting potential customers? These questions piqued my interest and have been the foundation that helped forge the business I have built over the past six years at Semper Paratus Group.


Through three decades of working in sales, I always knew there was a better way to attract new customers. As a former professional kickboxer, I have always channeled my determination and discipline into every aspect of my life, including my business. I realised that traveling between meetings was dead time, so during the Christmas break of 2018, I deconstructed my sales process and rebuilt it from the ground up. I used automation to handle parts of the sales process that didn’t require human interaction, making me more productive and profitable while allowing me to spend more time with my family.

I quickly realized that this process could be beneficial to others. Using my own lead generation automation, I generated clients who, in turn, used my automation to generate their own clientele. Before I knew it, we were reaching the finals for large global awards and winning some of them. Then, the global pandemic hit, and things got really interesting!

Key Milestones

While we were winning clients globally and receiving accolades, many peers doubted the efficacy of video meetings, insisting on face-to-face interactions for sales. I wasn’t deterred; after all, Amazon, the largest company on the planet, delivers to our house most days, and I have never met with their salespeople.

When the COVID-19 pandemic hit the UK in 2020, I had been trading for just one year. However, the inability to meet people face-to-face worked to my advantage. Networking shifted to LinkedIn, and meetings were conducted over video, resulting in a significant spike in our business that was built around these two models.

By leveraging my proactive sales process, I have helped companies from diverse sectors win new business. My automated lead generation is completely geographically and sector-agnostic, even excelling in niche markets. For instance, one former client published personalized books for children conceived via IVF or adoption. With just a few hundred potential customers globally, they closed a £250k deal with one of the largest sperm banks in the world within six weeks of using my services. This proved that my sales automation works, no matter how niche the sector.

Another significant moment came when technology caught up with my vision for a truly ‘Plug & Play’ sales solution. With AI advancements, we now offer a service where AI handles everything from capturing data on dream clients, creating complex workflows, writing message templates, delivering the message cadence, and performing sentiment analysis to responding personally to each response using the client’s tonality. This focus allowed me to develop deep expertise and deliver even greater value to my clients.

Lessons Learned

Throughout my journey, I’ve learned several key lessons:

  1. Understand Your Audience: Successful lead generation starts with a deep understanding of your target audience and their pain points.
  2. Data is King: Leveraging relevant data and analytics is crucial for optimizing lead generation strategies.
  3. Continuous Learning: The field of lead generation is constantly evolving, so staying updated with the latest trends and technologies is essential.


Reflecting on my journey, I am grateful for the experiences and challenges that have shaped my career in B2B lead generation. This field allows me to combine my passion for sales and marketing with my analytical skills to drive meaningful results for businesses. If you’re interested in learning more about B2B lead generation or sharing your own experiences, connect with me on LinkedIn or let’s arrange an informal meeting to swap stories and explore potential collaboration.

Automated Sales Process
Automated Sales Process

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