Illustrative example 02B2B SaaS

Illustrative example: Oblikon

The cost of a lead worth calling fell 38% while demo volume more than doubled.

These fictional projects show how a marketing project could be presented. The brands, people, quotes, artwork and results are invented; they are not evidence of client work or promised outcomes.

20256-month projectUkraine and the EUPaid ads CRO

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−38%Illustrative figures: cost per qualified lead

01The brief

Where things stood.

Oblikon counted every form fill as a lead. Sales rejected roughly two thirds of them, so nobody could see the cost of a lead worth calling, and the ad platform was happily optimising towards the cheap, useless ones.

The target was a cost per sales-accepted lead under $60 without cutting demo volume.

Paid ads ↗CRO ↗Analytics

What the audit found

2 weeks, 4 accounts

Optimised to the wrong eventCampaigns bid on form submissions; nothing downstream of the CRM ever reached the ad platform.
Five fields above the foldCompany size, budget and phone were required before the product had made a single claim.
One page for six intentsSearch, retargeting and review-site traffic all landed on the same generic demo page.

02The plan

Three steps, in order.

A proposed plan within this fictional project.

01Weeks 1 to 3
Define and import the real event
We defined a sales-accepted lead with the sales team, then imported it back into Google and Meta as the conversion to bid on.
02Weeks 2 to 7
One question per step
We rebuilt the demo page as a three-step flow with a real product screenshot and security details next to the button.
03Weeks 5 to 24
Split by intent
We separated campaigns and pages by intent and rebalanced the budget every week against the lead data imported from the CRM.

03What we did

The work itself.

6 months · 1 specialist and a CRO lead

Sample artwork: The new demo request page in a browser window. A card marked step 1 of 3 asks one question, a short security note sits beside its button with a pricing link below, and a product screenshot fills the right side. — 01Sample artwork: The rebuilt demo page: one question at a time, proof where the hesitation happens, pricing reachable without a form.

Sample artwork: A PKSTUDIO dashboard for Oblikon. A line chart shows the cost per sales-accepted lead falling each month and passing below the target line in month five. Next to it are monthly demo requests and the old cost per form fill, marked as retired. — 02Sample artwork: The dashboard the whole project ran on. It tracked cost per sales-accepted lead instead of cost per form fill.

Sample artwork: The earlier demo request page in a browser window. A generic headline is on the left, a tall form of required fields with a submit button is on the right, and the top menu has no pricing link. — 03Sample artwork: Kept for comparison: five required fields, no proof, and pricing two clicks out of reach.

Sample artwork: A PKSTUDIO test log for the Oblikon demo page: a grid of cards, each with a hypothesis and a measured result. The winning tests are highlighted and the rest are marked flat or worse. — 04Sample artwork: Twelve tests and four winners. We reviewed this grid with the sales lead every other Friday.

Also deliveredOffline conversion import12 A/B tests (4 winners)Page weight cut to 780 KBSales-handoff Slack alert

04Illustrative figures

What changed, and by how much.

Illustrative figures

Cost per qualified lead

~~$84~~$52−38%

Landing page conversion

~~1.4%~~3.6%+157%

Demo requests / month

61148+143%

Cost per qualified lead by month$ / qualified lead

05Fictional testimonial

The first report was uncomfortable. It showed exactly which of our assumptions were wrong. The fourth one showed a pipeline we could forecast.

Daniel PetrovFictional character: CMO, Oblikon−38%

06Honest note

What we’d do differently.

Illustrative example

We spent three weeks arguing about attribution before shipping the conversion import. If we had shipped the import in week one, the argument would have settled itself with data.

A lesson explored in this fictional scenario.

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