CPL Dropped 75% in 6 Weeks. Enterprise Deals Closed with H&M, MARS, Selfridges.
How we rebuilt EngageHub’s entire lead generation operation — cutting cost per lead from £180 to under £45 and closing high-ticket enterprise contracts worth £150K–£500K each.
01 — The Situation
A £180 CPL That Was Killing Growth
EngageHub is a UK customer engagement and marketing services company operating three divisions: EngageLabs, EngageStudio, and EngageTalent. They had a genuine service offering with proven delivery capability — but their lead generation was haemorrhaging budget at £180 per lead, with inconsistent quality and a sales process that wasn’t converting efficiently.
The business was spending significant budget on paid social without a structured funnel, without a pre-qualification system, and without the kind of sales copy that resonates with enterprise buyers. The result: expensive, low-quality leads and deals that took too long to close at values that didn’t reflect the service.
02 — What We Built
A Complete B2B Lead Generation System
Foundational Copywriting
Rebuilt all marketing copy from scratch — ad copy, landing pages, email sequences, and sales collateral. Enterprise B2B buyers respond to specific pain points and transformation claims. The existing copy was generic; the new copy was precise and positioned against enterprise-level objections.
Full Funnel Architecture
Built a complete funnel — awareness, consideration, and conversion stages — with separate landing pages, offer structures, and calls to action at each stage. The bottom of the funnel included a discovery call pre-qualification flow that filtered low-intent prospects before they reached sales.
Multi-Channel Paid Media
Launched targeted campaigns across Facebook, Instagram, and LinkedIn — each platform with different creative, messaging, and audience targeting. LinkedIn for senior decision-maker prospecting; Facebook/Instagram for broader reach and awareness funnels.
Sales Process Redesign
Wrote comprehensive discovery and demo scripts for the SDR and BDR teams. Established sales protocols that standardised how deals were handled, pre-qualified, and escalated. This is where the 80% lead quality improvement came from — better pre-qualification meant better conversations.
Business Experimentation Framework
Ran structured business experiments addressing the NTPMA equation (Niche, Transformation Claim, Price, Mechanism, Access Channel) across each of EngageHub’s three divisions. This validated product-market fit and clarified which propositions resonated with which buyer segments.
03 — Clients Acquired
Enterprise Deals Closed at £150K–£500K
Each enterprise contract was valued between £150,000 and £500,000. The system didn’t just lower the cost of leads — it fundamentally improved the quality and seniority of who was entering the funnel, which directly enabled deals of this size to close.
CPL reduction in 6 weeks
Lead quality improvement
Maximum individual deal value
Enterprise accounts closed
B2B Growth Strategy
Is Your B2B Lead Gen Costing Too Much?
The EngageHub result came from fixing three things simultaneously: the economics of lead acquisition, the quality of who was entering the funnel, and the sales process converting them. If your CPL is too high, your lead quality is inconsistent, or your sales team is struggling to close — the same system applies.
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