Rebuilding a demand engine around pipeline, not clicks
A connected acquisition model replacing four channels that were each optimising for a different definition of success.
- Client
- B2B technology scale-up — name withheld
- Sector
- B2B technology
- Year
- 2025
- Services
- Digital Growth, Data and Enablement
This case study describes the real shape of the engagement, but the client is anonymised and the outcomes below are indicative of the pattern rather than audited figures. A named, referenced version is published only once the client has signed it off.
Paid, organic and content were owned by different teams with different reporting and no shared audience definition.
Lead volume looked healthy while sales reported that very little of it was qualified.
Nobody could trace spend through to closed revenue with any confidence.
- 01
A single measurement model agreed across marketing, sales and finance before any channel work began.
- 02
Restructured paid search and paid social around qualified pipeline rather than cost per lead.
- 03
A topical authority and GEO programme built on the real questions appearing in sales calls.
- 04
Qualification and routing logic so the sales team only received genuinely sales-ready enquiries.
- 1 model
- Shared definition of a qualified lead across teams
- End to end
- Spend traced through to closed revenue for the first time
- Fewer, better
- Lead volume down, sales-accepted rate up
- 3 channels
- Paid, organic and content on one measurement plan
Indicative of this engagement pattern. Not audited client figures.
- Digital Growth
- Data and Enablement
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