Case study
B2B Lead Quality Rebuild
A sample project on shifting a B2B site from lead volume to lead quality with clearer messaging and better forms.
Outcome at a glance
Illustrative resultsQualified leads
Cost per lead
Demo requests
Total form fills
Sample case study for a fictional brand. Figures are illustrative, not real client results.
Problem
Marketing produced many leads, but sales judged most of them unqualified. The website mixed technical and business messaging and its forms captured very little context.
Research
We interviewed sales, reviewed closed and lost opportunities, mapped the buying committee and analysed which pages influenced qualified leads.
Strategy
Split messaging for technical and business audiences, build a problem-led resource hub, and add qualification to forms without adding friction.
Implementation
Rewritten solution pages, a filterable resource hub, progressive forms and CRM integration so sales saw the source and context of each lead.
Optimization
Monthly lead-quality reviews with sales drove edits to page messaging, form questions and follow-up content.
Outcome
In this illustrative scenario, lead volume fell slightly while qualified leads and demo requests rose. Cost per qualified lead dropped.
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