Building a B2B pipeline from a standing start

Retail conversion, CRM automation

Services conversion

Companies in the delegation

Creatives directed

The situation

A technical B2B firm selling into a trade audience, with no inbound engine and a sales motion that depended entirely on the founder's relationships. Every deal started from a personal introduction, which does not scale and does not survive a bad quarter.

What I did

Ran B2B paid media for awareness and pipeline, briefing the CEO daily on what was working and where budget should move.
Built a content hub strategy that lifted organic search into the firm's primary inbound channel, and directed five writers and creatives to produce against it.
Deployed WhatsApp marketing automation and CRM, converting at 4% in retail and 1.5% in services.
Organised a Turkish diamond and jewellery delegation of more than 50 companies for international expos, creating a partner channel the firm had never had.

What happened

An inbound channel where there had been none, a working CRM motion with measurable conversion, and a 50-company partner network built from scratch.

What the B2B engine producedeight months

Retail conv.

Services conv.

1.5%

Delegation

50+

Creatives led

The call that mattered

The delegation mattered more than any campaign. In a trade industry, the fastest route to pipeline is often to convene the market rather than advertise to it. That is ABM run as an event, and it cost a fraction of the media budget.

Building a B2B pipelinefrom a standing start

Nine years, and the software underneath →