What does good agency lead generation look like in 2026? At a time when we are surrounded by AI tools and bombarded by automated emails promising to deliver high-quality leads at minimal cost, it’s a minefield for agencies considering new business outreach, particularly in challenging market conditions.

I have a soft spot for anyone working in lead generation. It’s how I started out in this industry over 30 years ago, and whilst so much has changed in that time, one thing remains true: regardless of the advances in technology, successful new business outreach is all about people.

In this episode I talk to two brilliant people: John Schumacher and Laura Walker at Kindling.

Together we explore:

• The role of AI vs. human analysis and email craft
• How agencies can get the best from their lead generation partners
• Why smaller lists beat spray-and-pray targeting
• Why people and culture are so important in lead generation

Of course, we’ll also be giving away a copy of John’s recommended read, Just One Thing, by Dr Michael Mosley.

Also mentioned in this episode:

Kindling (Fickle Flame) by Elbow ft. John Grant

Kindling’s branding is by John Whalley

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