SYS/LEADS
From click to booked call, measured down to the qualified lead.
Qualified lead generation, from landing page to CRM, for B2B and B2C
Lead generation is the system that turns a visitor into a qualified contact, then into a meeting or a sale: acquisition, page and form, qualification, routing into the CRM, follow-up. We build it and measure it end to end — down to the qualified lead, not just the submitted form.
Lead generation is part of our Growth & Performance practice: it draws on SEA, landing pages, CRO and analytics.
SYS/FOR
Who it's for
B2B: a long cycle, several decision-makers
White paper, webinar, demo: the lead has to reach the right salesperson with its context — source, content viewed, company size — and not as one more row in a spreadsheet.
B2C: volume, a fast decision
Quote, assessment, sign-up: you have to qualify without losing people along the way, and call back while the intent is still there.
Leads that never reach sales
Marketing says it sends plenty, sales says they are bad. What is almost always missing is a shared definition of a qualified lead, and the source recorded in the CRM.
SYS/SCOPE
What it covers
Six links in one chain — expand the one that jams for you.
Acquisition
Bringing in the right people: Google Ads and Meta Ads campaigns when demand is needed right away, organic traffic when you build for the long run, an online event when the audience still has to be gathered.
Capture
One page, one promise, a form that does not scare people off: landing page design, lead magnet (white paper, webinar, calculator, quote request), multi-step form, then conversion rate optimization on what is already live.
Qualification
The right fields at the right moment: filters ahead of the form, hidden fields for the source, profile × behaviour scoring, GDPR consent collected properly, and a written line between MQL and SQL.
CRM routing
Deduplication, owner assignment, automation and a tracked call-back delay. In the CRM you already have, or in a custom CRM when no off-the-shelf tool fits the business.
Nurturing
Sequences driven by status and score, one-click meeting booking, and follow-ups that stop the moment the lead replies.
Attribution and measurement
UTMs kept all the way into the CRM, cost per qualified lead, conversions sent back to the ad platforms. On the tooling side: GA4 and GTM tracking plan.
SYS/B2B-B2C
B2B and B2C: what changes
The chain is the same; its settings are not.
| Criterion | B2B | B2C |
|---|---|---|
| Decision cycle | Long: weeks or months, several decision-makers | Short: from a few minutes to a few days, a single person |
| Volume | Few leads, every one counts | Many leads, qualification does the sorting |
| What we qualify | Company, role, need, timing | Project, eligibility, availability |
| Lead magnet | White paper, webinar, demo | Quote, assessment, calculator, sign-up |
| Follow-up | An assigned salesperson, a sequence, a meeting | Automated emails and texts, online meeting booking |
| Primary KPI | Qualified lead, meeting held, signed quote | Sign-up, sale |
SYS/AI
What AI changes here
Three views of the same chain: what it used to cost, what agents speed up, and what cannot be delegated.
Before
Auditing a form was done step by step, by hand. Reconciling CRM exports with ad-platform exports took days of spreadsheet work, and every incoming lead was read one by one before being sorted.
The result: we tracked the number of submitted forms, because tracking the qualified lead cost too much.
With agents
Agents walk the form funnel step by step, reconcile CRM and ad-platform exports, classify and enrich incoming leads, and draft variants of nurturing sequences.
What changes is not the method but its cost: following the chain down to the qualified lead becomes affordable, even on a modest budget.
Qualification
Incoming leads are classified and enriched by agents; the score thresholds are reviewed by hand before anything enters the CRM.
Nurturing
Message variants are drafted by agents from the CRM statuses, then reviewed one by one.
What stays human
The definition of a qualified lead stays human, and so do the scoring thresholds: an agent proposes a ranking, it does not decide who deserves a salesperson's call.
No message goes out without review: a badly tuned sequence damages a relationship faster than it builds one.
SYS/LOOP
How we work
The studio's loop, applied to leads.
- 01Measure the qualified lead — write down with sales what a qualified lead is, then read what is already there: sources, form completion, call-back delays.
- 02Instrument the chain — UTMs, hidden fields, the GA4 generate_lead event, the source kept all the way into the CRM.
- 03Agents — audit the form, reconcile CRM and ad-platform data, draft page and sequence variants.
- 04Ship — put the page, the routing and the follow-ups live, one link at a time.
- 05Review — cost per qualified lead, meetings held, conversions sent back to the ad platforms: keep, fix or cut.
SYS/PROOF
Proof
| Project | Before | After |
|---|---|---|
| SITL — lead-gen landing pages | 27% | 45% |
| Matera — 4-step quote form | 22% | 38% |
Share of started forms that get submitted, measured before and after our work on each project.
B2B · white papers
SITL
27 → 45%
form completion on the lead-gen landing pages behind the white papers.
B2B · online event
Pollutec Online
6,300
sign-ups against a 3,000 target.
Quotes · qualification
Matera
22 → 38%
form completion with a 4-step quote form that qualifies.
B2C · funnel
Infirmière Reconversion
+150%
conversion on the sign-up funnel in 2 months: a CTA in the hero, Calendly in a pop-up, qualification filters.
B2C · CRO
Institut Cassiopée
+120%
conversion in 8 months, 15 hypotheses tested.
Downstream · CRM
RankyDocky
B2B CRM
built by the studio: contacts, pipeline, email and SMS campaigns, workflows.
SYS/TOOLS
Tools
Organised by link in the chain. When your tools already exist, we work inside them.
CRM and marketing automation
- HubSpot
- Dynamics 365
- Brevo
- Webmecanik
Sequences
- Lemlist
Routing and automation
- Make
- Zapier
- Custom code (Python/Django, webhooks, CRM APIs)
Forms and booking
- Typeform
- Tally
- Calendly
- Native Webflow / WordPress forms
Nurturing
- The client's own CRM
- Brevo
- RankyDocky
- Mailchimp / ActiveCampaign
Measurement
- GA4
- GTM
- Looker Studio
- Google Ads
- Meta Ads
SYS/NOPE
What we don't do
-
No buying contact lists.
-
No leads resold by the unit.
-
No cold calling.
-
No mass sends to contacts who never asked for anything.
We build the system that produces your leads — it stays yours, along with its data.
SYS/FAQ
Frequently asked questions
What is a qualified lead?
A contact who matches your target and has shown buying intent, against a definition written with sales: profile, need, timing.
MoreLess
Without that definition, everyone counts something different: marketing counts submitted forms, sales counts useful meetings. We write it down before touching any campaign, and it is what the CRM measures.
What's the difference between an MQL and an SQL?
An MQL (marketing qualified lead) meets marketing's criteria: right profile, enough engagement. An SQL (sales qualified lead) has been accepted by a salesperson, who commits to working it.
MoreLess
Moving from one to the other is settled by a score (profile × behaviour) and a threshold, then by a routing rule: who the lead goes to, and within what call-back delay.
How much does a lead cost?
There is no fair price in the abstract: it depends on the channel, the sector and what you call a lead. The number that counts is the cost per qualified lead, not per submitted form.
MoreLess
We work it out from your own data: spend per channel, divided by the leads that passed qualification. To set the calculation up, the CPA and ROAS calculator gives a first estimate.
Why doesn't my leads' source show up in the CRM?
Because it gets lost on the way: the ad's UTMs never reach the form, or the form never passes them on to the CRM.
MoreLess
The fix takes three moves: keep the UTMs for the length of the visit, copy them into hidden form fields, and map them onto the contact's properties in the CRM. Only then can conversions be sent back to the ad platforms.
Should we change CRM?
Rarely. The problem starts with routing: duplicates, leads with no owner, follow-ups that never go out.
MoreLess
We put the chain back in order inside the tool you already have — HubSpot, Dynamics 365, Brevo or Webmecanik. If no off-the-shelf tool fits the business, a custom CRM becomes an option: RankyDocky is one, built by the studio.
B2B and B2C at the same time?
Yes, with the same chain and different settings: qualification, follow-ups and the primary KPI all change (see the table above).
MoreLess
One company sometimes sells to both. We then split the journeys at the form itself, so every lead lands in the right pipeline with the right messages.
How long before we see results?
It depends on traffic and on the length of the sales cycle. The first measurable milestone is a lead flow tracked end to end, from source into the CRM.
MoreLess
The effect on cost per qualified lead reads afterwards, over a span that depends on your volume: we set it together at scoping rather than promising a deadline.
SYS/NEXT
Next step
Show us your form, your CRM or your campaign numbers: we'll find the link that loses the most leads. Written scope within 48h, no commitment.
The levers involved