Business challenges
01
High spend with unattributable results
Significant investment across LinkedIn and Google. Sales cannot confirm which campaigns are generating real pipeline. Marketing and sales are in a recurring disagreement about lead quality and quantity.
02
Campaigns optimised for clicks not conversations
Campaigns managed to CTR and cost-per-lead. The leads that come in are cheap but unqualified. Sales ignores the majority. Marketing reports success. The disconnect never gets resolved.
03
Ad audiences built without CRM data
Targeting built on LinkedIn demographic filters and Google keyword intent, not on CRM data about who has actually converted. The best-performing audience -- closed-won lookalikes -- is never used.
04
Media agency has never seen the CRM
The agency reports on platform metrics weekly. They have no access to the CRM. They have never seen which of their leads closed or what the revenue contribution was. Optimisation is based on platform signals, not business outcomes.
What is included
Build ad audiences from CRM data -- ICP-matched company lists uploaded to LinkedIn, lookalike audiences built from closed-won contacts, and suppression lists from lost deals and existing customers that should not see prospecting ads.
Deliverables
How it works
CRM and audience audit
Analyse CRM pipeline data to define the ICP, build matched audiences, and identify suppression lists before any campaign goes live.
Campaign architecture
Design the full-funnel campaign structure with creative and CTAs matched to each buyer stage.
Attribution setup
Connect all ad platforms to the CRM with full UTM tracking configured and verified before campaigns launch.
Campaign launch
Launch with CRM attribution active from day one -- every lead has a complete source history from the first impression.
Weekly optimisation
Optimise weekly against pipeline and revenue metrics pulled directly from the CRM -- not against platform metrics alone.
Success stories
For the first time we can show the CFO exactly how much revenue every of media spend generated. Cost per qualified conversation dropped 42% in the first quarter. The board now views marketing as a revenue function rather than a cost centre.
Our previous agency reported CTR and CPL every week. Celumai reports pipeline influenced and revenue attributed. That is the only conversation that has ever mattered in our board room -- and for the first time we can have it.
Healthcare
180% increase in marketing-influenced pipeline
B2B Healthcare Company
Professional Services
300% increase in qualified inbound
CRM Consultancy (60 staff)
Platforms we use for this service
Free resource
ICP audience building guide, full-funnel campaign architecture framework, CRM attribution setup checklist, and weekly optimisation process for B2B performance marketing.
From our team
FAQ
Ready to start?
We respond within 1 business day with an honest assessment -- no commitment required.
Client results
