For a Global CPG Leader, We Built a Scalable B2B Marketing Model That Generated 10,000+ Leads

A global leader in consumer health and hygiene products had a strong retail presence in Asia but no dedicated digital channel for B2B customers. They needed to build a system from the ground up to capture and nurture bulk orders from businesses in a key emerging market.

About client

The B2B division of a global consumer health leader, supplying hygiene and disinfection solutions like Dettol and Lizol to businesses, institutions, and facilities across emerging and developed markets.

Industry

Consumer health & hygiene (B2B)

The Challenge: Tapping an Unseen Market

The client knew there was significant demand from businesses, but their marketing and sales infrastructure was built for consumers. They lacked the B2B-specific website, CRM, and analytics needed to operate effectively.

This created several problems:

  • No Digital Front Door: B2B buyers had no clear online path to discover products or make inquiries.
  • Inefficient Lead Handling: Without a CRM, incoming interest was scattered and difficult to track, leading to slow follow-ups.
  • Zero Performance Insight: It was impossible to measure which marketing efforts worked, turning budget allocation into guesswork.

Our Approach: Building a Full-Funnel System

We acted as an end-to-end partner, building the entire marketing and technology stack. Our work was organized into three core pillars.

  1. A Foundation of Technology We started by building the core infrastructure.
    • We developed a high-performance B2B website focused on lead generation and a seamless user experience.
    • We deployed and managed Salesforce as the central CRM, creating a single source of truth for all customer interactions.
    • We automated lead routing within Salesforce, ensuring inquiries were sent to the right sales team instantly.
  2. A Clear View of Performance To enable smart decision-making, we connected their data.
    • We built a full-funnel attribution model that tracked the entire customer journey—from the first ad impression to a closed deal.
    • We integrated data from all platforms (Google Ads, Analytics, Salesforce) to provide a unified view of performance. This allowed the client to see exactly how marketing spend translated into revenue.
  3. A Strategy for Growth With the foundation in place, we executed a plan to drive growth.
    • We developed and ran multi-channel campaigns tailored for every stage of the funnel, from awareness to conversion.
    • Our scope included paid media, SEO, content creation, landing page optimization, and all associated creative work.

The Impact: A New, Scalable Revenue Channel

Our partnership established a new, highly effective B2B growth engine for the client. The initial pilot was so successful that the model was expanded to the Middle East and other South Asian countries.

  • Generated over 10,000 qualified B2B leads within two years.
  • Scaled a successful pilot in one country to a multi-regional program.
  • Provided the client with a predictable and measurable system for B2B growth.