Case Study - 395% YoY Growth: Digital Strategy Generates 5,000+ Leads in 8 Months

Overview: Crafting a High-Ticket Lead Generation Strategy

While working with PizzaForno, we implemented a multi-step lead generation strategy to attract qualified prospects for their high-ticket licensing opportunity, priced at over $100,000. This case study outlines the strategies we used to generate over 5,000 leads in under eight months.

Understanding the Problem

PizzaForno isn't your typical business in any sense. Their unique model revolves around licensing pizza vending machines to entrepreneurs, businesses, and organizations. Interested parties sign up through the website, and by the end of the sales process, they own and operate their own vending machine. It's very similar to a franchise model, just with a few differences.

Our objective was to create a lead generation strategy for this franchise-like opportunity. We knew it would be particularly challenging trying to create a strategy for a business that is unfamiliar to most. As PizzaForno is the first company to bring this concept to North America, there is no existing "playbook" to follow.

Additionally, we needed to find and target leads capable of affording the high-ticket package, which is priced at over $100,000. With competitors starting to pop up and offer cheaper, lower-quality machines, our strategy needed to differentiate PizzaForno from them.

The Solution: Multi-Step Strategy for High-Ticket Lead Generation

This project began with our team analyzing the existing sales funnel. Since the company had been operating for a few years before we came on board, we gained a bird's-eye view of the existing processes. This helped us identify areas needing improvement and create new strategies that would enhance the lead generation funnel.

When it was all said and done, the strategy we developed was intricate and had several moving parts. It involved a series of targeted actions designed to attract, engage, and convert the right type of leads. In this case, individuals capable of investing in the high-ticket licensing opportunity

Step 1: Optimizing Website Content & CTAs

Our team is responsible for developing and managing the PizzaForno website, as well as creating and maintaining all of its content. Since the licensing model is PizzaForno's primary business focus, we aimed to make it a focal point on the website. To achieve this, users are greeted with two bold red buttons as soon as they land on the homepage. One in the hero section and another in the navigation bar.

We also placed CTAs on all key pages, including the homepage and location-specific pages. These guided users to the landing page where they could learn more about the licensing opportunity. By incorporating elements the way we did, it was clear where we wanted users to end up. And yes, it worked effectively.

Step 2: Creating a Landing Page that Converts

The licensing landing page is the primary channel that all prospects must pass through in order to submit the application form. It’s also the main destination for PizzaForno's paid media traffic. Therefore, optimizing this page to effectively convert web traffic into leads was a key part of our strategy.

Our aim was to make every page visit count by setting PizzaForno apart from competitors and highlighting the main benefits of their licensing model. To do this, we wrote clear and convincing content that conveyed PizzaForno's unique selling point.

Drawing on our web design experience, we know that visitors typically don't spend much time on a webpage. In the B2B industry, the average is about 1.37 minutes, as noted in this study. To accommodate this, we've made the content easy to skim by focusing only on the most important details.

In the past 8 months, this landing page has attracted 117,150 out of 210,127 total users, accounting for about 55.75% of site traffic. This helps demonstrate why optimizing the page was so important.

Step 3: Creating a Dedicated Form Submission Page

You might be wondering where the leads submit their applications. To facilitate this, we created a separate page that the CTAs on the licensing page direct users to. Our goal was to design a simple form submission page without distractions to improve conversion rates. Without going into too much detail, this page has performed better than we anticipated. We’ll cover the results at the end of this case study.

Step 4: Enhanced Data Tracking With Custom Conversions

With the website content fully optimized, we focused on tracking the success of our campaign by monitoring "Leads". This refers to the submissions of PizzaForno’s licensing application form.

We integrated a custom Data Layer Variable in Google Tag Manager to set up specific triggers. These record a "Lead" event each time someone submits the form. This setup sends a signal to ad pixels that the licensing form submission is the target conversion. Allowing us to run campaigns focused on this action across any ad platform we used.

Step 5: Optimizing Paid Ads for Lead Generation

While PizzaForno was already generating some leads through the website, we knew we could significantly increase their numbers by deploying a paid media strategy.

Video Creation for Paid Ads

Since we were promoting a unique business opportunity, we knew it was important to visually showcase the concept. To engage prospects, we created high-quality videos tailored for B2B marketing. These videos personalized PizzaForno's messaging, helping potential leads better understand the business model before they were directed to the landing page.

Meta Ads Strategy

After testing various ad platforms, Meta (Facebook & Instagram) delivered the most qualified leads for PizzaForno. As a result, we chose it as the core platform for our paid media strategy. Each ad included custom UTM tracking, allowing us to measure which ones were converting the most qualified prospects.

As expected, the video ads performed best for open targeting by clearly presenting the offer upfront. For re-targeting, however, high-quality images proved to be more effective. After extensive testing, we identified a winning combination of headlines, content, and media. Then we scaled.

Step 6: HubSpot Automated Workflows, Email Sequences, and Digital Info Products

With a strong lead generation system in place at the top of the funnel, we shifted our focus to improving the middle and bottom of the funnel to convert leads into customers.

We won’t dive into the tactics we used after acquiring a lead in this post. However, if you’d like to learn more, we wrote a separate case study on it (coming soon). It provides an overview of the strategies we used to improve the sales process.

Client Testimonial

Streamlined Lead Generation: 8 Months of High-Impact Results

By integrating these strategies with ongoing testing, monitoring, and optimization, we developed a lead generation funnel that continues to deliver consistent results. Since the campaign's launch in January 2024, we have generated over 5,000 leads at an average cost of $11.90 per lead. This represents a 395% year-over-year growth in lead generation.

After implementing the funnel, the cost-per-lead (CPL) dropped from $150 to $11.90, a 92.07% decrease based on previous metrics. In other words, a 1159% improvement in lead acquisition cost. Yes, you read that right.

The enhancements we made to the new website and landing page significantly boosted conversion rates. Form submissions surged from 3.54% to 25.93%, representing a 630% increase in submission conversion rates.