ANPAK: 1,700 B2B packaging leads from marketplace sellers
Yandex Direct lead generation for a packaging manufacturer: 1,700 inquiries, 18% converted to deals and a 45K₽ average order value
Marketplace sellers could buy standard packaging directly on Wildberries. A manufacturer needed a service proposition that justified talking to a manager and choosing a long-term supplier
We focused the offer on branded packaging, sustainable options, same-day Moscow delivery and 30-day payment terms. Search campaigns targeted wholesale and marketplace-seller requests. A five-question quiz qualified the business before the first call, and closed deals were sent back from the CRM as offline conversions
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
ANPAK manufactures packaging for Wildberries and Ozon sellers. Buyers could choose between many suppliers or order basic packaging on the marketplaces themselves. The campaign therefore had to reach businesses that valued branding, delivery and payment terms
What we changed
A service-led offer. The proposition combined the buyer’s logo on packaging, sustainable materials, same-day delivery in Moscow and 30-day payment terms
Search campaigns for business buyers. Yandex Direct targeted branded wholesale packaging and packaging for marketplace sellers. Negative keywords excluded consumer requests
Qualification before the call. A five-question quiz asked about monthly turnover, marketplaces, the current supplier, the importance of price versus service and payment terms. The manager received this context with the inquiry
Closed deals returned to the ad platform. CRM conversions were linked to the user identifier and passed to Metrika, allowing campaigns to learn from buyers rather than every form submission
Results and application
The campaign generated 1,700 inquiries at a cost per lead of 1,018₽. The deal conversion was 18%, with an average order of 45K₽. Repeat orders were part of the business model, so a consumer lead-cost comparison alone would have been misleading
See B2B marketing and marketplace traffic versus your own store for the commercial decisions behind this funnel
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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