Marketing Technology · B2B services
Illustrative scenario. This page describes a representative engagement to show how we approach a problem. It is not a client case study and contains no client names, figures or results.
The business ran Meta campaigns and received enquiries through a website form and WhatsApp, but leads arrived in the CRM without campaign information. Reports showed cost per lead from the ad platform and revenue from accounting, with no way to connect the two. Budget decisions were based on which campaigns produced the most enquiries, not the most customers.
A tracking and integration layer that captures UTM parameters and click identifiers on first visit, preserves them until the enquiry is submitted, and writes them to the CRM with every lead. WhatsApp entry points were replaced with tracked links that record a Contact event and carry the same attribution. Meta Pixel and Conversions API were implemented with shared event IDs so each lead is counted once. Sales outcomes are read back from the CRM into a marketing dashboard showing spend, leads, qualified leads, quotations and revenue by campaign.
Marketing and sales now review the same numbers. Campaign performance is evaluated on qualified leads and revenue rather than enquiry volume, and the data foundation supports AI analysis of campaign profitability.
A custom internal system for quotations, job orders, approvals and status tracking, integrated with accounting and WhatsApp notifications.
An AI agent that reads incoming enquiries, scores them against business criteria and routes them with context — with human review of every recommendation.
Tell us about the problem you are trying to solve. We'll respond with an honest assessment of the options — custom build, integration, automation or analytics — and a proposed first step.
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