B2B marketing for services, manufacturers and franchises
A useful B2B inquiry comes from a company with a relevant task and a realistic buying process. The initial form may be only the first of several conversations. We define that process before choosing the acquisition channel
Start with the buyer’s next decision
For packaging, that can be a supplier assessment; for facade renovation, a technical audit before procurement; for a specialist service, a plan for the particular business. The first offer must have independent value and lead naturally toward the paid work
Qualification that sales can use
Questions cover the company’s need, relevant scope, timing and decision process. Consumer requests and unsuitable businesses are reported separately. The campaign should not appear successful merely because the form accepts everyone
Measure contracts and repeat business
Search campaigns can capture an explicit business need, while other channels support an identified audience. CRM stages connect inquiry, assessment, proposal and contract. Repeat orders and contract value matter alongside the first lead cost; revenue and profit are kept distinct
Cases with their original results
ANPAK
Russia · May 2024 - February 2025
1,700B2B leads from marketplace sellersYandex Direct lead generation for a packaging manufacturer: 1,700 inquiries, 18% converted to deals and a 45K₽ average order value
Read the case →Maritol
Russia · 2023 - 2024
79facade-renovation contractsA B2B facade contractor generated 144 audit requests at 1,300₽ and recorded 79 contracts, with an average contract value of 2.3M₽
Read the case →Product-labelling registration service
Russia · April - October 2024
623business inquiries about product labellingA product-labelling registration service generated 623 business inquiries at 1,111₽. The recorded contract conversion was 28%, with a 45K₽ average order
Read the case →Vending-machine franchise
Russia · October 2023
20franchise sales in one monthYandex Direct generated 322 inquiries at 1,200₽ and 20 franchise sales. Recorded first-sale revenue was 10M₽ during October 2023
Read the case →Questions and answers
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