B2B “field”: generating leads when the cycle is more complex

Growth Room has developed a specialization in long-term B2B markets, industry, energy, catering, by implementing a rigorous acquisition methodology, combining precise targeting and continuous monitoring, making it possible to generate usable leads at a high basket while maintaining a controlled acquisition cost over time.

In “field” B2B markets, you don't sell an offer in two clicks. The baskets are often high, the interlocutors are specific, and the decision takes time. In this context, acquisition cannot be limited to “creating visibility”. Above all, it is necessary to obtain usable requests, and then maintain a pace that does not run out of steam after a few weeks.

The cases below have one thing in common: they require rigor. A clear organization, regular follow-up, and continuous adjustments to remain effective while maintaining control over costs and quality.

1) Industry, IT and high ticket

IONQ — Double leads and reduce CPL by 40%

• background : IONQ operates in industrial goods and services, with a B2B target. The project, carried out in 2024, is judged both on the capacity to generate more requests and on the effectiveness of the system, since the cost per lead is part of the result.
• Objective : The objective was to increase the volume of leads without degrading profitability. In other words, increase the generation of requests while lowering the cost per lead to maintain a sustainable acquisition.
• What Growth Room has worked :
  • A full funnel approach, designed to link the acquisition to the steps that really lead to the lead.
  • A more readable organization of campaigns, in order to identify what brings volume and what weighs on costs.
  • Regular monitoring of the CPL, with adjustments aimed at efficiency, to avoid an increase in volume resulting in cost drift.
• Result : doubled leads, CPL reduced by 40%.

Cleaq — 44 leads per month with an average basket of €12,000

• background : Cleaq is a B2B project in IT hardware and equipment. The project, carried out in 2023, is located in a context where the average value is high, which makes the quality of the leads particularly important.
• Objective : The objective was to obtain regular leads every month, while remaining consistent with an offer with an average basket of €12,000. Here, the challenge is not only volume: it is also to attract requests that are qualified enough to be commercially exploitable.
• What Growth Room has worked :
  • A structured acquisition organization, in order to set up a stable monthly rate.
  • Targeting and messages aligned with a high ticket offer, to avoid off-topic leads.
  • Quality-oriented follow-up, with gradual adjustments to reinforce what brings usable leads.
• Result : 44 leads per month.

Euro CRM — More than 10 leads per month on baskets over €300,000

• background : Euro CRM evolves in IT hardware and equipment, with ongoing collaboration since 2023. The project is based on very high baskets, in excess of €300,000, which implies a restricted target and a high level of demand on the relevance of leads.
• Objective : The objective was to generate usable monthly leads, without expanding to the point of attracting requests that were too distant. In this type of context, precision and consistency are especially needed: a moderate flow, but really useful.
• What Growth Room has worked :
  • Rigorous targeting work, to stay focused on the right profiles.
  • An acquisition organization designed to keep a clear reading of results, even with a narrower target.
  • Quality-oriented follow-up, with regular adjustments to ensure the relevance of leads over time.
• Result : more than 10 leads per month.

Scortex — 17 leads per month with industrialized outbound

• background : Scortex is a B2B project in IT hardware and equipment, carried out in 2023. The starting point is a need for more structured prospecting, and therefore an approach that is not based on isolated actions, but on a pace.
• Objective : The objective was to get leads every month through a more organized outbound, with an approach that was stable enough to last over time.
• What Growth Room has worked :
  • The industrialization of outbound, to move from one-off prospecting to repeatable prospecting.
  • A clear monitoring organization, in order to maintain visibility on the progress of actions and returns.
  • Progressive adjustments, to improve what works without breaking the pace set up.
• Result : 17 leads per month.

2) Volume-oriented energy and performance

C2A — 130 leads per month

• background : C2A evolves in energy and oil, with a collaboration in progress since 2025, on a B2C target. Here, the result is measured on a high monthly volume, which implies an acquisition capable of handling the load.
• Objective : The objective was to scale up the acquisition and to stabilize a significant monthly volume, without falling into irregular or difficult to manage performance.
• What Growth Room has worked :
  • An acquisition organization designed to absorb volume, with a clear structure.
  • Regular monitoring to keep track of performance over the weeks.
  • Continuous adjustments to stabilize the pace and limit the effects of yo-yo.
• Result : 130 leads per month.

Heolem — 25 leads per month with refined public/private targeting

• background : Heolem is a B2B project in energy and oil, carried out in 2025. The context indicates a segmentation issue, with a public/private distinction, which requires precision to avoid too broad targeting.
• Objective : The objective was to generate leads every month while remaining rigorous in the target segments. Here, the volume is only useful if the requests really correspond to the target.
• What Growth Room has worked :
  • A refinement of public/private targeting, to clarify segments and avoid dispersion.
  • An acquisition organization built around this segmentation, with more coherent messages.
  • Regular monitoring, with gradual adjustments to stabilize the pace and improve relevance.
• Result : 25 leads per month.

My Energy Manager — 56 purchases per month via Google Ads

• background : My Energy Manager is a B2C project in energy and oil, carried out in 2024. The particularity here is that the performance indicator is not the lead, but the purchase, which implies a conversion requirement.
• Objective : The objective was to generate purchases on a regular basis via Google Ads, with a performance that was stable enough to maintain a monthly pace.
• What Growth Room has worked :
  • A Google Ads organization that's buy-oriented, not just click-oriented.
  • Regular performance monitoring to understand what is really driving purchases.
  • Ongoing adjustments to stabilize monthly volume and maintain efficiency.
• Result : 56 purchases per month.

3) Recovery and deployment

Cloud Kitchens — 95 leads per month via a European deployment

• background : Cloud Kitchens evolves in the restaurant industry, with a B2B target. The project, carried out in 2025, is part of a European deployment context, and therefore with a challenge of organization and continuity.
• Objective : The objective was to generate monthly leads while structuring expansion, in order to obtain regular performance in a deployment context.
• What Growth Room has worked :
  • The organization of the deployment, to maintain a coherent approach at European level.
  • Regular monitoring to stabilize the monthly volume and correct drifts.
  • Progressive adjustments to reinforce what works and keep up.
• Result : 95 leads per month.

Brigade — 85 franchise leads per month

• background : Brigade works in the restaurant business, on a subject related to franchises. The collaboration has been ongoing since 2023, with a B2B/B2C target. Here, the challenge is to establish regular lead generation in a market where needs may vary.
• Objective : The objective was to stabilize a monthly flow of leads, with an acquisition that could last over time, and not only over a favorable period.
• What Growth Room has worked :
  • An Ads organization designed for consistency, with an easy to follow structure.
  • Regular monitoring to maintain the pace and avoid excessive variations.
  • Progressive adjustments to reinforce what brings leads and simplify what doesn't.
• Result : 85 leads per month.

Malou — 50 leads per month with an Ads strategy targeted at restaurant owners

• background : Malou is aimed at restaurant owners, with a B2B target. The project, carried out in 2023, is based on business targeting, where precision is a large part of the result.
• Objective : The objective was to obtain monthly leads on this target, while remaining strict on the perimeter, in order to avoid off-topic requests.
• What Growth Room has worked :
  • Targeting adapted to the restaurant business, to remain consistent and avoid unnecessary expansion.
  • A structured Ads organization, with regular performance monitoring.
  • Ongoing adjustments to stabilize the volume and maintain the relevance of requests.
• Result : 50 leads per month.

Summary table — Industry, Energy, Transport & B2B Services