What the engine delivered
The challenge
New legislation overnight banned the client's flagship non-permeable concrete product line. Buyers had no awareness of the legal alternatives, making education a prerequisite to any sales conversation. The board demanded a new revenue line — not a PR exercise — with a repeatable funnel that could survive the next regulatory shock. The existing sales motion relied almost entirely on existing relationships, with no digital lead generation infrastructure in place.
Our approach
- A growth audit mapped every existing asset, CRM source, and funnel — uncovering three abandoned funnels. A two-day ideation workshop produced 47 ideas, narrowed to 10 testable bets, each assigned a kill criterion before launch. A 90-day experiment roadmap ran 10+ live growth experiments across Meta, LinkedIn, and Google Ads, measured weekly. Phase two then built a narrowing HubSpot funnel with segmented workflows, a 5-step email nurture sequence, automated quoting for sub-100m² projects, and a weekly sales–marketing lead-quality feedback loop.
The result
Over 15 months, the engine generated 3,094 leads across both phases. Lead-to-SQL conversion jumped from 6% to 29%, and SQL-to-opportunity went from 0% to 24% — on the same channels and same budget. Sales moved from burning hours on noise to working a shortlist that actually closed.
We didn't buy more leads, we built a sharper net.
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