4× Leads and 2× Traffic for a B2B Company in 6 Months
The situation
What was broken before I came in.
When I joined as Growth Lead, the marketing team was running traditional inbound — content, newsletters, social media. The results were flat. Leads weren't growing, and the sales team was frustrated with the quality of what marketing was sending through.
There was no structured approach to identifying high-intent accounts, no personalisation in outreach, and the marketing/sales relationship was adversarial rather than collaborative. The core problem: marketing was measuring activity, not intent.
I had 6 months and the same budget. The goal: quadruple leads without increasing spend.
The approach
What I actually did.
Intent data layer using Clearbit
Integrated Clearbit to identify companies visiting key pages on the website. This gave us a list of warm accounts we could target by name — rather than waiting for them to fill in a form.
HubSpot ABM automation sequences
Built pain-point-specific automation sequences in HubSpot. Each sequence mapped a value proposition to a specific business challenge, followed by personalised sales emails with booking links.
Ebooks and one-pagers addressing specific pain points
Created targeted content assets (not generic whitepapers) addressing the 4 most common challenges our ICP faced. These became lead magnets for the ABM sequences.
UGC and video awareness campaigns
Launched pilot programmes using user-generated content and simple screen-recorded demo videos. Built awareness through video views, then retargeted engaged viewers with personalised ABM messages.
Sales and marketing alignment
Established a shared dashboard, shared metrics, and a weekly alignment meeting. Both teams tracked the same leads. This alone was responsible for a significant portion of the improvement.
80/20 experimentation framework
Applied rapid test-and-iterate cycles: 80% of budget to what we were most confident in, 20% to testing the next hypothesis. Killed what didn't work within 2 weeks, scaled what did.
The results
At the 6-month mark, the results were measurable and recognised beyond the team. The parent company took notice.
- 4× lead increase in 6 months
- 2× website traffic growth
- High-intent visitor identification via Clearbit
- Corp. HQ invited team to lead demand gen globally
- Smarketing alignment finally working
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