Cheaper leads weren’t better demos
Around €28,000 a month in Google Ads, with too many low-fit demos for a capacity-constrained sales team.
€420 to €285 per qualified demo
90 daysSee the scope and results ↗Case studies
See the problem. Understand the decision.
Explore B2B marketing case studies from diagnosis to implementation and outcome, alongside earlier ecommerce and app work. Use the filters to find a relevant challenge, channel or buying journey.
About the work
Each case study follows the challenge, the decisions and the implementation, with the results and trade-offs that shaped the work.
Selected work
Six places to start.
Different problems, different scopes. Open the closest example to see the starting point, my role and the period covered.
Eleven fields stood between interest and a demo
An eleven-field form asked for deep qualification before explaining the meeting.
3.1% to 4.3% form completion
8 weeksSee the scope and results ↗Rebuilding search plans in English, French and Arabic
Translated pages existed, but local terminology and commercial questions were not covered consistently.
+44% qualified organic enquiries
6 monthsSee the scope and results ↗One business. Two revenue totals. A 21% gap.
An ecommerce order system and GA4 disagreed on revenue by approximately 21%.
Revenue reporting gap: 21% to 3%
4 weeksSee the scope and results ↗Making the CRM part of the sales team’s daily work
Twenty salespeople had a CRM, while spreadsheets still carried live deal updates.
45% to 90% weekly active CRM use
90 daysSee the scope and results ↗Four-minute routing, even when the rules couldn’t decide
Five forms across three markets needed assignment rules that also handled missing information and absent staff.
Median assignment: 5 hours to 4 minutes
6 weeksSee the scope and results ↗44 case studies
Connecting SaaS acquisition with product activation
Signups rose 74% and activated-user volume rose 56% after channels and follow-up were connected to the product journey. The two increases measure different things.
+74% Signups · +56% Activated Users · -35% CPA · +62% MRR
Read the case studyA busy Google Ads account had lost its direction
Qualified leads rose 71% after search intent, exclusions and landing pages restored control in an established SaaS account.
+71% Qualified Leads · +63% Demo Requests · -39% CPL · +48% CVR
Read the case studySetting the marketing priorities after Series A
Shared customer priorities, channel roles and sales feedback supported 3.2x marketing-sourced pipeline, with the work coordinated across the team.
3.2x Marketing-Sourced Pipeline · +81% Qualified Opportunities · -34% Cost per Opportunity · Marketing Contribution 18% → 47% of Pipeline
Read the case study100,000 products. Which pages deserved the work?
Priority categories became easier to discover as search opportunity, available inventory and internal links guided the SEO rollout.
+96% Organic Sessions · +84% Non-Brand Clicks · +38% Organic Signups · +44% Organic Revenue · 41 → 129 Top-10 Rankings
Read the case studyCheaper leads weren’t better demos
Cost per qualified demo fell from €420 to €285 at flat spend after intent, pages and verified CRM outcomes guided acquisition decisions.
-32% Cost per Qualified Demo · 18% → 27% Demo-to-Opportunity Conversion · Flat Spend
Read the case studySeparating new-customer costs from repeat-buyer revenue
New-customer acquisition cost fell from €48 to €37 when Google and Meta were judged against order records, margin and their distinct roles.
-23% New-Customer CAC · +7 pts First-Order Contribution Margin · +19% New-Customer Orders
Read the case studyReaching finance leaders with a reason to buy
Sales acceptance rose from 22% to 46% after LinkedIn targeting considered company fit and a current buying need alongside job title.
22% → 46% Sales Acceptance · −33% Cost per Accepted Lead · 18 → 31 Accepted Leads per Month
Read the case studyGetting learning-app users from install to first lesson
First-lesson completion rose from 24% to 36% after the campaign promise, onboarding and activation tracking were aligned.
24% → 36% Activation · −28% Cost per Activated User · 16% → 22% Day-7 Retention
Read the case studyAdapting campaigns for France, Morocco and Saudi Arabia
Qualified inquiries increased 41% across France, Morocco and Saudi Arabia, using local messages with a shared standard for lead quality.
+41% Qualified Inquiries · −29% Blended Cost per Qualified Inquiry · Similar Spend
Read the case studyFinding the buyer questions missing from an HR SaaS library
Content about implementation, comparisons and integrations helped evaluation-stage buyers, with content-assisted demos rising from 24 to 41.
+58% Commercial-Intent Visits · 24 → 41 Assisted Demos / Month · 40%+ Sales Acceptance
Read the case studyRebuilding search plans in English, French and Arabic
Qualified organic inquiries rose 44% after English, French and Arabic received locally relevant search plans and clearer language targeting.
+44% Qualified Organic Inquiries · +68% Arabic Nonbrand Clicks · +39% French Nonbrand Clicks · 93% Priority Pages Indexed
Read the case studyA product grid isn’t a buying guide
Clearer category guidance and useful filter pages supported 47% more organic category visits and a better route to available products.
+47% Organic Category Entrances · +31% Revenue from Category Entrances · 1.8% → 2.2% Purchase Conversion Rate
Read the case studyTurning practitioner interviews into sharper consulting content
Practitioner interviews gave the consultancy content competitors could not easily reproduce, explaining the conditions and trade-offs behind its recommendations.
+36% Engaged Organic Sessions · 9 → 16 Content-Assisted Qualified Inquiries / Month · 12 Relevant Referring Domains
Read the case studyThe next SEO win was inside 240 old articles
A selective content cleanup improved nonbrand clicks by 29% while reducing the maintained library, with valuable search topics and links protected.
+29% Nonbrand Organic Clicks · +24% Content-Assisted Inquiries · -22% Maintained Article Library
Read the case studyEleven fields stood between interest and a demo
Form completion rose 39% and attendance improved while sales acceptance stayed stable, after qualification was spread across the booking journey.
3.1% → 4.3% Form Completion · 61% → 70% Demo Attendance · Stable Sales Acceptance
Read the case studyRecover the cart. Keep the margin.
The recovery sequence generated more additional orders with less discount reliance, measured against customers who received no campaign.
+18% Incremental Recovered Orders · -26% Discount Usage · +5 pts Recovered-Order Contribution Margin
Read the case studyGood inquiries. Nineteen hours of silence.
Response time fell from nineteen hours to two after ready prospects, later-stage demand and neglected follow-up received distinct paths and owners.
19h → 2h Median First Response · 11% → 17% Lead-to-Opportunity Conversion · 94% of Inquiries with an Assigned Next Step
Read the case studyHelping new users complete their first team workflow
First-workflow completion rose from 32% to 45% after onboarding messages followed unfinished actions and stopped when those actions were complete.
32% → 45% First-Workflow Completion · 6 Days → 3 Days Median Time to Value · +6 pts 30-Day Retention
Read the case studyThree reasons an inactive customer might come back
Meaningful return reached 11% against 6% in the comparison group, with a later activity check distinguishing lasting use from a temporary response.
11% Reactivated vs 6% Holdout · 63% Still Active 30 Days Later · 3-Month Program
Read the case studyFollowing campaign records into the sales pipeline
Usable source information rose from 54% to 91% of opportunities after campaign identifiers and sales-stage definitions were matched.
54% → 91% Usable Opportunity Sources · 4 Hours → 45 Minutes Weekly Reconciliation · Shared Pipeline-Based Channel Reviews
Read the case studyOne business. Two revenue totals. A 21% gap.
Order-level checks reduced the reporting gap to 3%, exposing duplicate purchases and inconsistent revenue definitions before campaign budgets were judged.
21% → 3% Revenue Reporting Gap · Duplicate Purchase Events Below 1% · One Shared Revenue Definition · 4-Week Measurement Rebuild
Read the case studyFinding the drop between a mobile form and a booking
Mobile form completion improved from 2.4% to 3.3%, with booking and attendance checked so the fix did not move the problem elsewhere.
2.4% → 3.3% Mobile Form Completion · 58% → 67% Booking-to-Attendance · 8-Week Improvement Cycle
Read the case studyGoogle and Meta both claimed the sale. Now what?
A limited budget test reduced acquisition cost by 14% at comparable new-customer volume, without treating overlapping platform claims as proof.
-14% Acquisition Cost · Comparable New-Customer Volume · -60% Reporting Time
Read the case studyForty slides. Fourteen decisions still waiting.
Preparation fell from two days to half a day, with important metrics tied to a decision, an owner and follow-up.
2 Days → 0.5 Day Report Preparation · 100% Priority Metric Ownership · Decision Backlog 14 → 5 · 8-Week Reporting Redesign
Read the case study€12,000 couldn’t answer five market questions
Qualified-demo conversion improved from 1.2% to 2.1% when a five-industry acquisition plan concentrated on one promising starting segment.
1.2% → 2.1% Qualified-Demo Conversion · +38% Qualified Demos · Same €12K Monthly Budget · Clear Priority Segment for the Next Quarter
Read the case studyWhere should the next acquisition euro go?
A staged review across six channels reduced CAC by 17%, with conversion delays and sales capacity considered before larger reallocations.
-17% Blended Acquisition Cost · +22% Qualified Pipeline · 2 Underperforming Investments Reduced · 3 Channels Given Evidence-Backed Priorities
Read the case studyBefore the Saudi rollout, test the assumptions
The entry pilot created 26 accepted opportunities and rejected three assumptions, helping the business decide what was ready for expansion.
26 Sales-Accepted Opportunities · 3 Core Assumptions Rejected Before Rollout · Narrower Validated Offer · Explicit Expand / Pause Gates
Read the case studyTwelve tests. What did the team actually learn?
Nine of twelve tests produced decisions after each test began with the choice it could change and the evidence it would need.
9 of 12 Tests Produced a Decision · vs 3 of the Previous 12 · 6 Roadmap Items Reprioritized · 12-Week Experimentation Reset
Read the case studyThirty growth ideas. Capacity for five.
A thirty-initiative plan became five owned priorities, improving proposal speed before the team took on more demand.
10 Days → 6 Days Proposal Turnaround · +24% Qualified Pipeline · 4 of 5 Priority Initiatives Delivered on Schedule · One-Quarter Execution Reset
Read the case studyConsolidating a fourteen-tool marketing stack
Subscriptions fell by 18% after replacement workflows were defined before cancellation, reducing tools and manual transfers together.
14 → 10 Active Tools · -18% Annual Subscription Cost · 12 → 4 Weekly Manual Data Transfers · 4-Month Stack Consolidation
Read the case studyCustomers had already answered that question
Onboarding shortened from nine days to six after information ownership and readiness rules reduced repeated customer requests.
9 Days → 6 Days Onboarding · -57% Repeated Information Requests · 64% → 88% First-Pass Onboarding Completeness · 12-Week Pilot
Read the case studyMaking the CRM part of the sales team’s daily work
Weekly CRM use rose from 45% to 90% as required fields supported real sales work and parallel spreadsheets were retired.
45% → 90% Weekly Active CRM Usage · 59% → 94% Required-Field Completeness · Parallel Pipeline Spreadsheets Retired · 90-Day Adoption Reset
Read the case studyAgreeing CRM rules across four markets
Four markets adopted common sales definitions with room for justified local workflows, reducing reporting preparation by 65%.
4 Markets Aligned · -65% Consolidated Reporting Preparation · 92% of New Leads Following the Common Data Standard · 5-Month Rollout
Read the case studyA year of planning. Sixteen weeks to a usable release.
One complete working journey replaced an all-at-once rollout, with 86% adoption in the pilot and a recovery plan for failures.
-30% Processing Time · 86% Team Adoption · Pilot Live in 16 Weeks · Evidence-Based Rollout Plan
Read the case studyFour-minute routing, even when the rules couldn’t decide
Assignment time fell from five hours to four minutes across five forms, with existing relationships, absent staff and repeated submissions accounted for.
5 Hours → 4 Minutes Assignment · 97% Routing Accuracy · 0 Unassigned Leads Older Than One Day · 6-Week Automation Rollout
Read the case studyReplacing seven hours of weekly reporting work
Preparation fell from seven hours to ninety minutes, with checks for complete, current inputs and a named owner when a source failed.
7 Hours → 90 Minutes Weekly Preparation · Failed Refreshes Assigned to a Named Owner · 8-Week Automation Pilot
Read the case studySame person. New inquiry. Not a duplicate.
Manual input fell 85% after the Zoho workflow distinguished a contact from a new inquiry and a repeated delivery, protecting customer history.
-85% Manual Record Entry · 71% → 95% Complete First-Pass Records · Duplicate Creation 8% → <1% · 6-Week Automation Rollout
Read the case study“Poor leads” wasn’t useful enough feedback
Usable feedback rose from 38% to 89% after HubSpot outcomes became consistent, current and traceable to campaign decisions.
38% → 89% Usable Sales Feedback · 3 Campaign Changes Triggered · 4 Hours/Week Manual Compilation Removed · 10-Week Feedback Loop Rebuild
Read the case studyApproval shouldn’t depend on finding the right chat
Median approval time fell from three and a half days to one and a half, with owners, exceptions and authorized decisions recorded.
3.5 Days → 1.5 Days Approval Time · -62% Overdue Requests · 100% of Completed Approvals With a Visible Decision Record · 8-Week Workflow Redesign
Read the case studyGetting multilingual AI drafts through editorial review
Editors spent less time repairing AI drafts: approved-content time fell from six hours to three and a half, with language-specific guidance and human review.
6 Hours → 3.5 Hours Brief-to-Approved Draft · 42% → 68% First-Review Acceptance · 100% Human Approval Before Publication · 8-Week Multilingual Pilot
Read the case studyTwelve campaign hypotheses, beyond “save time”
The team tested twelve genuinely different campaign ideas, producing three useful decisions instead of another collection of cosmetic ad variations.
5 → 12 Distinct Hypotheses Tested · 3 Tests Produced Useful Decisions · Best Validated Variant +18% Qualified Conversion Rate · 10-Week Creative Testing Program
Read the case studyResearch you can question, not just read
Research briefs took seven hours instead of twelve, with source links and conflicting evidence kept visible for the leadership decision.
12 Hours → 7 Hours Brief Preparation · 100% Source Traceability for Material Claims · 2 Unsupported Assumptions Caught Before Presentation · 6 Research Cycles
Read the case studyPersonalization without a production bottleneck
A controlled pilot improved conversions by 14% while reducing production time, using a limited set of customer journeys the team could maintain.
+14% conversions vs control · -35% Production Time · 100% of Messages Passed Editorial Review · 12-Week Personalization Pilot
Read the case studyChecking the figures before trusting an AI explanation
First-draft analysis time halved across eight reports, with calculations checked and explanations kept separate from confirmed facts.
3 hours → 90 minutes first-draft analysis time · 100% Checked Material Figures · Documented Uncertainty in Every Final Summary · Named Next Action in Every Report · 8 Weekly Reporting Cycles
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