Finsa B2B – Advanced Funnel Optimization
We partnered with Finsa B2B to analyze, restructure, and optimize their sales and marketing funnel. The result was a streamlined buyer journey, improved lead quality, and a 220% uplift in conversions within 60 days.
PROJECT OVERVIEW
Finsa B2B is a global distributor providing supply-chain solutions for industrial manufacturers. Despite strong demand, their digital funnel was fragmented, resulting in low-quality leads and stalled deals. Their website lacked clear conversion paths, and messaging was inconsistent across touchpoints.
They needed a strategic partner to:
Audit and optimize their funnel
Redesign digital touchpoints for conversion clarity
Align sales and marketing efforts around shared goals
Project Goals
Increase Lead Quality: Refine targeting and lead qualification to attract decision-makers and reduce churn.
Simplify the Buyer Journey: Shorten time-to-conversion with clearer paths and stronger CTAs.
Improve Funnel Visibility: Implement analytics and dashboards to track performance at every stage.
Align Sales & Marketing: Build processes and assets that support seamless handoffs and faster closing.
The Challenges
Clunky, multi-step lead forms and unclear CTAs created drop-off at critical conversion points.
Messaging was product-centred rather than outcome-driven, which made it hard for procurement leads to see ROI quickly.
Sales and marketing operated in silos, so attribution and follow-up cadence were inconsistent.
The funnel lacked a scalable structure for regional rollouts and new product lines.
The Solutions
Funnel mapping & redesign: We mapped the full buyer journey and removed redundant steps, replacing them with clearer micro-conversions and progressive profiling.
Landing page + copy overhaul: Created targeted landing pages that led with outcomes and ROI, with simplified forms and contextual CTAs.
Analytics & dashboards: Implemented staged tracking and a live dashboard so both teams could see lead sources, touchpoints, and conversion velocity.
CRM integration & lead scoring: Built a unified lead-scoring model and automated handoffs so sales received warmer, better-qualified leads.
Sales enablement: Developed one-pagers, objection-handling playbooks, and tailored nurture sequences to shorten the decision window.
Outcome & Impact
Conversion Uplift: A 220% increase in conversions within 60 days after launch, driven by clearer CTAs, simpler forms, and outcome-led landing pages.
Lead Quality Improvement: Targeted messaging and scoring increased MQL→SQL conversion rates, with a larger share of inbound leads coming from decision-makers at target accounts.
Shorter Sales Cycles: Average time-to-close dropped by 27% as a result of faster handoffs, better qualification, and tailored sales enablement assets.
Scalable Funnel Framework: The new funnel and reporting structure were designed to be repeatable across regions and product lines, enabling rapid rollouts without reengineering core processes.
Higher Marketing ROI: More efficient spend allocation and better attribution allowed the team to reassign budget to top-performing channels and reduce CPA.
Finsa B2B now has a repeatable, measurable funnel that aligns marketing activity with sales outcomes — empowering teams to scale outreach while keeping conversion performance high.
