Client Success Story: B2C Lead Generation
How can we rethink resource allocation to maximize lead generation without additional investment?
In a world where every lead matters and marketing budgets are under pressure, a major player in consumer lead generation sought to unlock the untapped potential of its existing marketing mix. The challenge: do better with the same resources.
The challenge: uncover the hidden performance of the marketing mix
With the increasingly complex customer journey and the proliferation of touchpoints, the company struggled to pinpoint which strategies truly drove performance. Among field actions, traditional media investments, and digital ads, the clarity on the relative effectiveness of each channel was fading.
Our "Full Mix" methodology over 24 months
Over a two-year period, our holistic study covered all marketing levers, including field and event-based activities. To gain a deep understanding of the ecosystem, we factored in critical external variables such as geopolitical context, macroeconomic indicators, seasonality (especially school holidays), and competitor activity.
Results that maximize what already exists
This approach enabled high-impact strategic adjustments:
A reallocation of marketing resources between field actions and media investments.
A redistribution of investments for better allocation throughout the year and across different regions.
A 7% optimization in lead volume generated, all while maintaining a constant overall marketing budget.
This case demonstrates the power of Marketing Mix Modeling: it goes beyond expenditure optimization to uncover hidden performance that transforms marketing effectiveness.
