Overview

A highly specialised B2B company with global reach brought us in to launch their performance marketing and demand generation strategy from a standing start. No prior paid activity. No tracking. No historical data. This was a full build from the ground up.

Setup & Implementation

We established the core infrastructure to enable us to effectively establish our Continuum OS system.

• Full-funnel conversion tracking and robust UTM frameworks across all channels, integrated with the client's CRM.

• Bespoke campaign structures built around long sales cycles and niche buyer journeys.

• Paid Search and LinkedIn launched together, with a 70/30 budget split favouring social.

Initial campaigns focused on low-friction offers. Gated assets and event sign-ups gave us fast validation while capturing data in a market where public intelligence is scarce.

The Shift

As campaign data matured, we moved decisively into demand generation. This included:

• Thought leadership ads that positioned the brand as the voice of authority in its space.

• Retargeting through Conversational Ads to create qualified opportunities.

• Highly focused audience building based on firmographics and content behaviours.

The Results

£392,000 in qualified pipeline generated in just four months.

• Entirely net new profitable paid media GTM strategy built and implemented without any legacy data or prior benchmarks.

• A performance-led system designed to keep delivering as opportunities mature.