01
Discover
Sessions with the sales team to define what a good lead is and what disqualifies one.
Lead generation case study
B2B services firm: one funnel from ad to first reply
How a lead generation project is built when the problem is not volume but quality — and what happens in the first hour after a form is submitted.
Sample case study — replace with real client work
Project overview
A B2B services firm receiving enquiries that mostly went nowhere: price shoppers, students, and businesses far outside the service area. The team had stopped calling leads back quickly because most of them wasted the hour.
The project rewrote the offer, rebuilt the landing page around one action, added two qualifying questions, and defined what happens in the first sixty minutes after an enquiry lands.
Replace this with your own client’s background, what they sell, and what a good lead means to them.
The client’s challenge
- A generic contact form that attracted everyone and qualified nobody.
- Ads pointed at the homepage, so the message did not match the click.
- No record of which campaign produced which enquiry.
- Follow-up happened whenever someone had time, often days later.
- The sales team had lost confidence in marketing leads entirely.
Approach
Strategy
Define the lead you want before buying any more of the leads you do not.
- Define a good lead. Written criteria agreed with the sales team, not assumed by marketing.
- Qualify at the form. Two questions that filter without turning the form into a survey.
- Match message to click. A dedicated landing page per campaign theme, not a shared homepage.
- Route to WhatsApp. For prospects who prefer messaging, with the same qualifying questions asked in chat.
- Own the first hour. A defined response routine with templates, because speed decides most of these outcomes.
- Track to closed, not to form. Enquiry source recorded so campaigns can be judged on customers, not submissions.
Delivery
Execution
What actually happened, in order.
02
Build
Offer, landing page, qualifying form, WhatsApp route and tracking events.
03
Launch
Campaigns started small, with every early lead reviewed by hand for quality.
04
Tune
Qualification tightened, weak sources cut, follow-up templates improved from real replies.
Stack
Tools used
The stack this project ran on. Edit to match your own toolset.
Results
These boxes are empty on purpose. Fill them in only with figures you can evidence from the client’s own account, and only with their permission to publish.
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Metric one
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Metric two
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Metric three
Useful metrics for a lead generation project: cost per qualified lead, percentage of leads accepted by sales, average time to first response, and enquiry-to-customer rate.
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