B2B Lead Generation Campaign
Client Overview
Our client, a B2B SaaS company providing project management solutions, needed to increase their qualified lead pipeline to support their growth targets. They had previously relied primarily on word-of-mouth and had limited experience with structured marketing campaigns.
Challenges
- No established lead generation funnel
- Undefined ideal customer profile
- Small marketing budget requiring efficient allocation
- Long sales cycle (3-6 months)
Our Approach
1. Target Audience Definition
We conducted extensive market research to define the ideal customer profile (ICP) and developed detailed buyer personas for key decision-makers in the target organizations.
2. Content Strategy Development
Based on the identified personas, we created a content strategy addressing different pain points and stages of the buyer's journey:
- Consideration: Case studies, comparison guides, and webinars
- Decision: Product demos, ROI calculators, and implementation guides
3. Multi-Channel Campaign Execution
We implemented an integrated campaign across multiple channels:
- Google Ads: Search campaigns focusing on high-intent keywords
- Email Marketing: Nurture sequences for different segments
- Content Syndication: Partnerships with industry publications
- Webinar Series: Monthly educational webinars co-hosted with industry experts
4. Lead Nurturing & Qualification
We implemented a lead scoring system and developed automated nurture workflows to move prospects through the funnel, with clear handoff criteria to the sales team.
Lead Qualification Framework
| Criteria | Points |
|---|---|
| Company size (100+ employees) | 20 |
| Decision-maker role | 25 |
| Industry match | 15 |
| Engagement level (content downloads) | 5-20 |
| Website visits (3+ pages) | 10 |
| Qualification threshold | 60+ points |
Results
Over a six-month campaign period, we achieved:
- 42 opportunities created
- 18 new customers acquired
- 385% ROI on marketing spend
- 28% reduction in cost per acquisition
The campaign also provided valuable insights into the most effective messaging and channels for different segments, which informed the client's ongoing marketing strategy.
Client Testimonial
"Roxmoore's strategic approach to our lead generation challenges delivered results far beyond our expectations. Not only did they help us exceed our new customer targets, but they also built a sustainable framework that our internal team can continue to leverage. Their data-driven methodology and B2B expertise made all the difference."
>
> Michael Chen, CMO
Key Takeaways
This campaign demonstrated several important principles for successful B2B lead generation:
2. Content alignment: Mapping content to specific stages of the buyer's journey
3. Channel integration: Coordinating messaging across multiple touchpoints
4. Qualification process: Implementing clear criteria for lead quality
5. Continuous optimization: Regular analysis and refinement based on performance data
If your B2B company is struggling with lead generation or looking to scale your customer acquisition efforts, [contact us](/contact) to discuss how we can help.