From poorly qualified leads to a €740,000 sales pipeline
B2B Services
Management consulting firm with an average deal size of €28,000, speaking to CFOs, COOs and owners of companies with 20 to 200 employees. Contacts were coming in, but almost always far from any real buying intent: the sales team burned hours on exploratory calls with companies out of target or with no urgency.
We changed the angle. The ads stopped talking about consulting and started talking about symptoms: margin sliding without knowing why, processes holding growth back, opportunities lost for lack of data. Then a three-stage path, educational content, case studies for people who had already engaged, a qualifying form with a call booked straight into the senior partner's calendar. Plus a score that sorts leads into three lanes with different handling.
In 4 months: 96 qualified leads, €41 cost per opportunity, €740,000 of open pipeline. 18% of contacts reached a formal proposal within 30 days.
€740,000
Sales pipeline generated
96
Qualified leads
€41
Average cost per opportunity
18%
Leads reaching a proposal in 30 days
The context
Management consulting firm. Average deal size €28,000, speaking to CFOs, COOs and owners of companies between 20 and 200 employees. The existing messaging was built around what the firm does, not around what it costs the client to leave the problem unsolved.
The problem
The site had traffic, the campaigns were running, contacts were coming in. They were almost always far from any real buying intent, though, and often interested in services the team doesn't provide.
The real cost wasn't cost per lead: it was the sales team's time, burned on exploratory calls with companies that weren't ready or had no urgency at all.
What we built
The ads stopped talking about consulting and started talking about symptoms. Margin sliding without knowing why. Processes holding growth back. Commercial opportunities lost for lack of data. Anyone who recognizes their own problem in a sentence like that clicks already half-qualified, and anyone who doesn't scrolls past.
The path has three stages. Educational content at the start, industry benchmarks and operational efficiency calculators. In the middle, for people who have already engaged, anonymized case studies and process testimonials. At the end a qualifying form where the call is booked straight into the senior partner's calendar, with no steps in between.
The form asks for revenue, role, main problem and urgency, and every answer feeds a score. Contacts end up in three lanes: high intent handled by the senior salesperson within two hours, medium intent into a six-message email sequence over 21 days, low intent into the newsletter. Treating the merely curious and someone with an urgent problem the same way is the fastest route to losing both.
The result
Four months produced 96 qualified opportunities at roughly €41 each, for €740,000 of open sales pipeline. 18% of contacts reached a formal proposal within 30 days of first contact.
Against a €28,000 deal size, €41 per opportunity reads for itself. But what really changed at the firm is what lands on the salesperson's desk in the morning: fewer names, and nearly all of them with a workable budget.