Case Study Optimizing Global Performance Marketing for Better Lead Quality
How a global industrial manufacturer unified data from 40+ brands to cut wasted spend and lift lead quality.
25%
Verified lead quality and sales intent
20%
Reduction in wasted ad spend
50%
Decrease in decision-making time
The Client
A global leader in flow creation and industrial solutions.
The client is a global leader in flow creation and industrial products, operating in more than 30 countries with a diverse portfolio of over 40 specialized brands. Their extensive offerings include high-performance air compressors, industrial pumps, blowers, and specialized fluid management systems. These products are sold through a mix of direct sales forces, authorized regional distributors, and growing digital e-commerce platforms.
With a market presence spanning decades, the client serves essential sectors including manufacturing, wastewater treatment, energy, and heavy industry. Their products are critical components in large-scale operations, where equipment reliability and efficiency directly impact profitability. This puts a premium on precise B2B customer acquisition.
To maintain its leadership position, the client has expanded its digital footprint to capture emerging demand. However, managing marketing operations for 40+ distinct brands across different regions, channels, and languages created significant operational complexity, making it difficult to maintain a unified acquisition strategy.
The Challenge
Managing a fragmented global marketing portfolio with limited visibility.
The client’s digital acquisition engine had grown highly fragmented. With 40+ brands independently running ad campaigns across Google, Meta, LinkedIn, and programmatic networks, the global marketing team lacked unified visibility into performance. Campaigns were structured differently across regions, and there was no central source of truth for key performance indicators (KPIs).
As a result, identifying which products, regions, or channels were driving the highest return on investment was nearly impossible. While campaigns generated a high volume of leads, the quality and intent of those leads were inconsistent. Sales teams frequently received inquiries from low-intent buyers or out-of-market users, leading to wasted sales hours and high ad spend inefficiencies. The company needed to consolidate its data, standardize its measurement, and optimize lead quality across its global portfolio.
40+
Distinct brands promoted across multiple international regions.
30+
Countries of operation with separate regional campaigns.
Unconsolidated advertising across 40+ brands and multiple ad networks.
Lack of standardized KPIs, making comparison across regions difficult.
Inconsistent lead quality, resulting in high sales team follow-up costs.
Inability to quickly identify and scale high-performing campaigns.
What our audit found
Uncovering data silos and misaligned campaign targeting.
Our diagnostics began with an audit of the client's multi-platform analytics, tracking setups, and CRM data flow. We identified that the tracking pixels and CRM integration were set up in silos. Conversion tracking on platforms like Google Ads and Meta Ads was not tied to down-funnel CRM data. As a result, campaigns were optimized for form submissions rather than actual sales-qualified opportunities.
Furthermore, we found significant geographic overlap and bidding competition among the client's own brands. In some markets, multiple brands were targeting similar industrial keywords, driving up click costs. Additionally, the lack of real-time reporting meant that the global team had to wait for monthly manual reports to make budget adjustments, delaying responses to market shifts.
Tracking pixels isolated from CRM system data, hiding true lead quality.
Overlapping keyword bidding causing internal competition and raising click costs.
Manual monthly reporting delaying budget optimization and scaling.
Inconsistent conversion tracking setups across different brand websites.
The Solution
How we turned it around.
Segmented campaigns by product and region.
To eliminate internal competition and improve lead relevance, we restructured the global ad accounts. We segmented campaigns by geography, product category, and distribution channel. This allowed us to build custom targeting profiles for each of the 40+ product lines.
We developed buyer personas tailored to each product category, such as targeting plant managers for industrial compressors and utility operators for municipal pumps. By separating these segments, we tailored the ad copy to specific pain points, ensuring that search queries matched product offerings. This segmentation improved CTR and user intent before they entered the sales funnel.
What we shipped
- Reorganized global campaigns by region and product line.
- Targeted ad copy written for plant managers and utility operators.
- Internal keyword bidding conflicts resolved to lower CPC.
Integrating data with DataStream Suite.
To solve the visibility challenge, we used the DataStream Suite to integrate data from the client's marketing platforms. We established automated data pipelines that consolidated spend, click, and conversion data from Google, Meta, LinkedIn, and local ad networks into a central data repository.
We standardized KPI definitions across all regions and brands, creating a single set of metrics for lead volume, cost per lead, and lead quality. By linking this data directly with the client's CRM, we traced each lead from the initial ad click to the final sales outcome. This gave the client visibility into which campaigns were driving revenue.
What we shipped
- Unified data pipelines built using DataStream Suite.
- Standardized KPI definitions established across brands and regions.
- Ad platform metrics linked directly with CRM outcomes.
Real-time visibility via Visual Forge dashboards.
With a unified data repository in place, we built real-time performance dashboards using Visual Forge. These dashboards provided a clear view of performance across all brand and geographic levels.
Marketers could filter data by country, product line, and channel to track leads, inbound calls, and e-commerce conversions as they occurred. This real-time visibility allowed the client to move from monthly reporting to an agile, data-driven optimization model. Teams could now make budget adjustments in real time, shifting spend away from low-performing campaigns and toward high-value opportunities.
What we shipped
- Real-time performance dashboards built on Visual Forge.
- Filters for country, brand, product line, and acquisition channel.
- Shift from monthly reporting to active, real-time optimization.
Agile budget optimization and A/B testing.
Using the insights from our dashboards, we executed a structured optimization plan. We reallocated budgets, moving capital away from underperforming regions and campaigns and into high-converting products and markets.
In parallel, we ran A/B tests on key landing pages and ad creative to improve conversion rates. We tested headline variations, form layouts, and calls to action (CTAs). These optimization sprints improved the overall quality of leads, ensuring that ad spend was concentrated on high-intent industrial buyers.
What we shipped
- Budget reallocated to high-performing campaigns and markets.
- Structured A/B testing sprints on key landing pages.
- Continuous copy and creative optimization to improve lead intent.
The Numbers
Outcomes we can talk about.
The integration of lead tracking and real-time dashboard visibility yielded significant improvements across the client's global marketing portfolio. Sales teams reported a 25% improvement in lead quality, indicating a higher percentage of qualified buyers.
By eliminating internal bidding competition and reallocating budget based on real-time data, we achieved a 20% reduction in wasted ad spend. This allowed the client to optimize their advertising budgets without reducing lead volume.
Additionally, the transition to Visual Forge dashboards enabled 50% faster decision-making. The global marketing team can now reallocate budgets and adjust campaigns in real time, moving from reactive reporting to proactive growth.
25%
Verified lead quality and sales intent
20%
Reduction in wasted ad spend
50%
Decrease in decision-making time
What We Built
What's Next
Expanding data integration into CRM marketing automation.
Following the success of the data unification project, we are working to integrate the DataStream Suite pipeline directly into the client's marketing automation platforms. This will enable automated lead scoring based on ad interaction data.
We are also planning to expand our campaign segmentation to newer product divisions. The goal is to establish a standardized framework for onboarding newly acquired brands, ensuring they quickly align with the global measurement and compliance standards.
Frequently Asked Questions
About This Project
The questions teams usually ask when they want to run a similar engagement.
The DataStream Suite is a data integration tool used to build automated pipelines. It consolidates data from multiple ad platforms into a single repository for standardized reporting.
The Real Numbers
Need real numbers? Let's talk.
We kept the names off the page. The story is real, the outcomes are real, and we're always happy to walk a serious team through the rest of it.
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