WORKED EXAMPLE · DEMAND GENERATION
A lead traced from click to outcome
Paid traffic, one landing page and an event schema joined so a lead can be traced from its source to a sales outcome.
THE SITUATION
The company shape
A company spends on paid search and social, sends the traffic to its home page, and its sales team enters leads into the CRM by hand.
Finance asks what the spend produces and nobody can answer from records. The consent banner appears after the analytics tag has already loaded.
DISCOVERY
Weeks 1 to 2
We would write the offer map: the audience, the offer, the one action a visitor should take and how sales responds to it.
We would trace the current path from source and campaign to landing visit, consent state, form submit, lead record, sales response and outcome, marking each break.
We would draft the event schema: each point's name, properties, owner and consent condition.
BUILD
Weeks 3 to 6
We would build one landing page around one action for one campaign, with collection that waits for consent.
Events would flow into the CRM with identifiers that join from click to lead record.
Spend limits would be set in the ad accounts and reviewed against the records each week.
We would write the attribution report, stating which links the records support and where inference begins.
AT THE END
What the client would hold
Conversion and landing
A landing page, response workflow and conversion event specification.
Measurement and attribution
An event pipeline, attribution model and measurement dashboard.
The event schema
A versioned event schema, ownership register and implementation plan.
LIMITS
What we would have said no to
A promised lead volume
The work builds a controlled campaign and measurement path. The market decides the response.
Purchased contact lists
This line covers inbound demand and the response path around it.
Tracking before consent
Collection waits for the visitor's choice, even when that leaves gaps in the report.
A full site rebuild first
One page around one action shows what the path produces before anything larger is planned.
Bring your own situation
Describe what you run and where it hurts. We reply with how the first two weeks of demand generation work would look for you.