How Arrowhead Communications increased monthly MQL volume by 145%, reduced cost per lead by 40% and connected media investment to contract value.
Biz Group’s digital campaigns were generating activity, but the wider demand-generation system was fragmented.
Paid Search and LinkedIn operated through inefficient account structures and non-competitive bidding strategies. This limited performance and made it difficult to allocate budget confidently.
The conversion journey also placed too much pressure on cold prospects. High-friction “Contact Us” forms asked audiences to make a sales-ready commitment before they had received enough information or built sufficient trust in the brand.
Behind the campaigns was an even greater obstacle: media platforms were not technically integrated with Salesforce. Leads could not move seamlessly between marketing and sales, while campaign performance could not be reliably connected to qualified opportunities or final contract value.
Biz Group needed more than campaign optimisation. It needed a connected, measurable demand engine.
Arrowhead connected campaign architecture, full-funnel strategy, creative optimisation and CRM data into one measurable demand engine.
Arrowhead restructured Biz Group’s LinkedIn and Search activity to create clearer targeting, stronger bidding logic and more efficient budget allocation.
This provided a more stable foundation for optimisation and enabled each campaign to play a defined role within the customer journey.
We mapped the journey from initial awareness through to conversion, aligning campaign messages and calls to action with each audience’s level of intent.
Rather than pushing cold prospects directly towards a high-commitment enquiry, the new journey introduced more natural progression points.
A bi-directional Salesforce API integration enabled real-time lead flow between marketing and sales systems.
This closed the reporting gap between campaign engagement, lead generation, sales qualification and contract value.
Arrowhead developed AI-supported, sector-specific creative variations designed for high-value decision-makers.
Faster creative testing allowed messages, formats and audience combinations to be refined continuously.
The connected strategy produced measurable improvements across lead generation, conversion efficiency and commercial visibility.
Supported by a lower-friction lead journey and stronger funnel alignment.
Driven by more precise targeting and a more intentional customer journey.
Achieved through continuous, data-led optimisation across campaigns and creative.
Giving Biz Group end-to-end visibility of marketing performance and commercial impact.
Arrowhead transformed Biz Group’s paid media activity from a collection of disconnected campaigns into an integrated B2B growth system.
The new approach connected audiences, creative, media platforms, lead capture and Salesforce data within one measurable journey.
As a result, Biz Group gained more qualified leads at a lower cost—and the confidence to connect every media investment to its commercial impact.
You do not need to diagnose the solution before speaking with us. Tell us where the organisation is today, what it is trying to achieve and what appears to be standing in the way. We will help determine whether the next step is an assessment, blueprint, transformation programme or advisory relationship.
No predetermined package. No disconnected recommendation. Start with the business challenge.