Building a demand generation engine from an inconsistent pipeline
Northfield Instruments, a B2B measurement-hardware manufacturer
Strong reputation in a specialist market, but marketing-sourced pipeline swung wildly month to month, and sales couldn't build a forecast around it.
ObjectiveA repeatable acquisition process producing qualified pipeline on a predictable monthly cadence.
We ran full Discovery against the existing funnel before recommending anything: found that a third of reported conversions were duplicated across two tracking systems, and that the highest-intent search terms weren't being bid on at all because they'd been excluded from an old negative-keyword list years earlier.
Timeline12-month engagement; corrected baseline established in weeks 1–3, pipeline growth visible from month 3
Execution
- Fixed the duplicate-conversion issue before touching campaign structure, so month one's baseline was actually real
- Rebuilt search campaigns around buyer-intent terms the old negative-keyword list had been silently blocking
- Stood up a single attribution view so marketing and sales worked from the same pipeline number
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