Case study
Confidential client
Marketing Strategy
The client organisation is not named. A confidentiality agreement prevents publication of the company name, individual identities, and commercially sensitive working papers. Sector, size, location, scope, and measured results are published with the client’s permission.
- Sector
- B2B technology
- Size
- Growth-stage, 40–60 people
- Location
- Singapore, selling into ASEAN
- Engagement
- Q3–Q4 2024 · 12 weeks, positioning through first campaign cycle
Initial problem and baseline
Acquisition was lumpy, and spend was not tied to a demand model the commercial team could forecast.
The commercial team recorded 86 marketing-qualified leads in the 90 days before kickoff, using a loose form-fill definition. MQL-to-SQL conversion was 11%. Paid and organic spend could not be tied to pipeline in the CRM, so weekly reviews were anecdotal.
Work performed
- Interviewed sales, marketing, and six recent customers to reset ICP and offer positioning.
- Redefined a qualified lead as an ICP-title meeting booked, replacing the form-fill count.
- Restructured the site and campaign paths around that definition; cut two channels that could not attribute.
- Configured CRM stages, source fields, and a Monday pipeline review the CEO and sales lead still run.
- Built a 90-day measurement pack so the 52% claim uses the same lead definition before and after.
Deliverables
- Positioning and ICP paper.
- Funnel map and qualified-lead definition.
- Campaign and website change list implemented with the clientu2019s team.
- CRM stage model and weekly pipeline agenda.
- 90-day before-and-after measurement pack.
Results
Before and after
| Measure | Baseline | After | Change |
|---|---|---|---|
| Qualified leads (ICP meeting booked) | 86 / 90 days | 131 / 90 days | +52% |
| MQL-to-SQL conversion | 11% | 18% | +7 pp |
| Channels in the weekly review | Unattributed mix | 3 attributed sources | Forecastable |
How this was measured. Qualified lead means an ICP-title meeting booked in the CRM, applied retrospectively to the baseline so the comparison is like-for-like. Baseline is the 90 days before kickoff. Result is the 90 days after the first campaign cycle went live. Duplicate contacts and existing customers are excluded. The 52% figure is the change in that count, not website traffic or raw form fills.
Yuro rebuilt the demand system we could actually run every week. Qualified pipeline is no longer a guess.
