Overview

B2B Portal by SyncSpider solves a persistent challenge in wholesale and manufacturing: enabling modern, ERP-integrated self-service ordering without relying on custom-built portals. As a new entrant to the market, the business needed to define its ICPs, validate positioning, and generate pipeline, quickly and efficiently.

We partnered with their team to deliver a full-funnel strategy combining Meta for demand generation, Google for demand capture, and a custom-built CRM infrastructure in HubSpot. The result was strong pipeline growth and operational readiness for scale.

The Challenge

B2B Portal entered the market with:

• Unclear ICPs: A broad potential audience across manufacturing, wholesale, and distribution, but limited data on which segments would convert best.
  
  

• Unvalidated messaging: Key value props like Sage integration and role-based access needed real-world feedback.
  
  

• No CRM infrastructure: Lead data was fragmented, with no system to track, nurture, or attribute revenue.
  
  

• A lean budget: The team required measurable performance and fast iteration without the cost burden of traditional B2B ad channels.

  
  

Our Approach

Meta: Demand Generation & ICP Discovery

We launched cold outreach campaigns on Meta to generate top-of-funnel interest at scale. Rapid creative and audience testing helped us identify early buyer signals and shape ICP profiles based on actual conversions and discovery call insights.

Google: Demand Capture via Search

To complement Meta, we ran targeted Google Search campaigns focused on high-intent queries. This ensured we captured in-market leads from buyers actively researching B2B portals, ERP ordering, and wholesale solutions.

HubSpot: CRM Built for Growth

We implemented and configured a complete HubSpot CRM system to track every lead, automate handoffs to sales, log discovery insights, and tie marketing activity to real revenue. Lifecycle stages, pipelines, and lead attribution were customised to fit SyncSpider’s sales motion.

Conversion-Led Iteration

We continuously updated landing pages and ad creative based on sales conversations, refining headlines, messaging, and pain points. Each iteration brought improved alignment between ad promise and landing page clarity.

Full Funnel Attribution

We built a clear attribution model across Meta, Google, and HubSpot, giving the SyncSpider team full visibility from click to closed deal.

The Outcome & Why It Worked

€539,000 of pipeline generated from €50,592 in media spend, which produced a 10.65× pipeline return on ad spend (ROAS) and 9.39% marketing cost as % of pipeline.

• Meta provided low-cost, high-volume discovery to test and refine targeting and messaging.

• Google Search delivered high-intent leads directly aligned with the solution’s core functionality.
  
  

• HubSpot CRM ensured no leads were lost and enabled attribution, nurturing, and pipeline visibility from day one.
  
  

• Sales calls and discovery data fed back into creative and copy, improving lead quality and funnel performance.

• Tight attribution modelling ensured marketing was directly tied to revenue, not just traffic.