B2B Lead Generation for the Fitness Industry

The Challenge

The client needed to reduce reliance on outbound sales and build a scalable, predictable pipeline of qualified B2B leads. While brand awareness was strong, lead quality was inconsistent, sales cycles were long, and marketing impact was difficult to measure.
 

Our Approach

We implemented an end-to-end B2B demand generation program focused on commercial outcomes rather than product features.

• Segmented audiences by business type and scale (independent gyms, chains, commercial facilities)

• Reframed messaging around ROI, member retention, and operational efficiency

• Deployed Meta and Google performance campaigns targeting senior decision-makers

• Built conversion-optimised landing pages and value-led lead magnets

• Implemented lead scoring, automated nurture journeys, and sales enablement tools

Marketing and sales were fully aligned through closed-loop reporting and pipeline tracking.
 

Results

Within 8 weeks:

• +94% increase in marketing-qualified leads

• -41% reduction in cost per lead

• 2x improvement in lead-to-opportunity conversion

• $3M in sales pipeline generated

• $800K in closed-won revenue due to longer a longer sales cycle

• 18x return on marketing investment (ROI)

Inbound leads converted faster and at higher value than outbound prospects.
 

Impact

The program transformed marketing into a predictable revenue driver, accelerating growth while improving sales efficiency. By aligning strategy, performance media, and sales enablement, the client achieved sustainable, measurable commercial results.