leyton
Scaling a Global £9M Lead Gen Engine through Marketing Automation
The Challenge:
Leyton, a global leader in innovation funding, faced a fragmented digital presence across 16 countries. They needed a unified lead generation strategy that could scale rapidly while maintaining a high quality of "sales-qualified" leads. The existing Martech stack was underutilised, and there was no automated nurture path for prospects.
The Strategy (The Fractional Approach):
As the Head of Group Digital Marketing, I acted as an internal B2B ecommerce agency. My focus wasn't just on driving traffic, but on the acquisition, conversion and retention model. I spearheaded a global strategy to integrate high-intent data platforms (6Sense, ZoomInfo) with Adobe Marketo to identify and target high-value accounts before they even landed on our site.
The Execution:
Automation & Nurture: Built a complex, multi-stage lead nurture program that tailored content based on the user's industry and stage in the funnel.
Web Development: Launched a new spin-off website in Spain under tight deadlines, ensuring it was optimised as a high-performing ecommerce landing page.
Budget Management: Oversaw a £1M+ annual budget, shifting spend toward high-ROI channels and improving the overall business optimisation of the department.
The Results:
3X YOY Increase in qualified leads globally.
£9M in online revenue generated in the first year.
A streamlined, data-led marketing team of 10 working under a unified global framework.
Expert Insight:
"In B2B, the sale isn't made on the first click. You need an automation consultant who understands that the 'middle of the funnel' is where the revenue is won or lost."