From cold contacts to a €740k sales pipeline
B2B Services
Management consulting firm with an average deal size of €28,000, targeting CFOs and COOs at small and mid-sized companies with 20 to 200 employees. The existing messaging talked about services, not problems. The contacts coming in were cold and badly qualified — the sales team wasted time on exploratory calls that went nowhere. We changed the angle: the Meta ads talked about symptoms (margin sliding, processes slowing things down, opportunities lost for lack of data). Three-stage funnel: educational content at the top, retargeting with anonymized case studies in the middle, qualifying form with a call booked straight into the senior partner's calendar at the bottom. Automatic lead scoring that sorted contacts into three buckets with different handling for each. A 21-day email nurturing sequence for the ones who weren't ready to talk yet. Four months with the system running: 96 qualified leads, €41 cost per real opportunity, €740,000 of open sales pipeline. 18% of total leads turned into a formal proposal within 30 days of first contact.
€740,000
Sales pipeline generated
96
Qualified leads
€41
Average cost per opportunity
18%
High commercial intent leads
The context
Management consulting firm with a high-value offer (average deal size €28,000) and target clients: CFOs, COOs and business owners at companies with 20 to 200 employees. The existing messaging was built around the service ("what we do") instead of the problem ("what it costs you not to fix it").
The problem
The site got traffic. The campaigns were running. But the contacts coming in were cold, badly qualified, often interested in entry-level services the team didn't provide. The sales team wasted time on exploratory calls that went nowhere. The problem wasn't demand — it was the way demand was being captured.
The system we built
A different communication angle. The Meta ads didn't talk about consulting: they talked about symptoms. Margin sliding without knowing why. Processes slowing growth down. Sales opportunities lost for lack of data. Anyone who recognized their own problem clicked — and was already partly qualified.
Three-stage funnel. Top: educational content (industry benchmarks, operational efficiency calculators). Middle: retargeting on people who had engaged with the content, with anonymized case studies and process testimonials. Bottom: landing page with a qualifying form and a call booked straight into the senior partner's calendar.
Automatic lead scoring. The form collected company revenue, role, main problem and urgency. Every answer fed a score that sorted contacts into three buckets: high intent (handled by the senior salesperson within 2 hours), medium intent (automated email nurturing), low intent (newsletter).
Calibrated email nurturing. A sequence of 6 emails over 21 days for medium-intent leads, built around problem scenarios specific to each industry. The goal: get the lead to recognize the cost of doing nothing before any sales proposal.
The result
Four months with the system running: 96 qualified leads, €41 cost per real opportunity, €740,000 of open sales pipeline. 18% of total leads were classified as high intent and turned into a formal proposal within 30 days of first contact.