Unibricks had no shortage of leads. That was never the problem. Few were qualified, the sales team spent its days sorting rather than selling, and no reporting connected media spend to what a lead was actually worth. We audited, built the qualification method, proved it on the critical projects, then handed it back to the team.
At a glance
Unibricks wanted to double its leads. The objective was set. What remained was how — and that's where the mandate began: audit the marketing operation before recommending anything. Process, channel mix, website: where the money went, and what it actually produced.
The diagnosis was clear. Heavy media spend, strong reliance on paid, next to no organic. Leads by the volume — media spend saw to that — but few of them qualified. The sales team spent its days on them, sorting rather than selling. And nothing in the existing reporting connected the spend to the quality of what it produced. Acquisition volumes were measured. What became of them was not.
Set up that way, increasing the budget would only have increased the sorting.
An audit, then an action plan. No recommendation before seeing. The audit mapped the funnel, the channels and the leaks; the action plan set out where to start.
POCs where the stakes were highest. Rather than rebuilding the entire funnel at once, we ran POCs on the critical projects — the ones where a lost lead cost the most. Engagement, conversion, qualification method, lead prioritisation, nurturing: every building block tested on a narrow scope before being extended.
A structured CRO practice, not one-off pushes. On-page performance measurement, test plan design, recurring optimisation cycles. Paid was reworked end to end: the ads, how the investment was allocated, and the landing pages they pointed to — because optimising a campaign that sends people to a page that doesn't convert gets you nowhere.
Nurturing that actually exists. A captured lead is not a won lead. Alongside the team, we put in place the nurturing plan that was missing between capture and sale.
Reporting that shows the real problem. This was the least visible piece of work and the most decisive. We rebuilt it to show not just acquisition, but the real performance of channels and landing pages — further down the funnel, where a lead's value is actually judged. That's what made budget trade-offs possible: finally knowing where to put the next euro.
A team coached, not carried. In parallel, the marketing team was closely supported as they worked through the action plans — learning by doing, without losing time. They then applied the conversion methods themselves to the less critical projects. That's where they learned the practice: by doing it, not by being told about it.
Eighteen months working together, and the leads more than doubled. But the result that matters here isn't a volume. It's that a lead, today, means something: it's qualified, it's prioritised, it's followed up. It's a marketing team that has grown in maturity, works with sharper techniques, and depends less on paid to produce. The optimisation cycles now run without us.
Ready when you are
30 minutes. No pitch deck. Just an honest conversation about where you are and where you want to go.
