Category: B2B/Technology

Product:  Security Solutions for Gated Communities

The Situation

TEKWave Solutions sells access control and security systems to HOA communities — a niche market with long sales cycles, budget-conscious buyers, and multiple decision-makers (Property Managers, Board Members, Security Directors). They had a solid product and no real go-to-market system. Lead flow was inconsistent, messaging was scattered across channels, and the sales team had no reliable pipeline to work from.

They brought in NuSpark to build one.

What We Built

The engagement started with a full GTM architecture — not just campaigns, but the connected system underneath them: positioning, messaging, content assets, media, and a follow-up funnel that handed leads to sales at the right moment.

Messaging foundation: A Feature-Benefit-Outcome matrix aligned every asset to the three decision-maker types and their specific concerns — budget, ROI, and community safety. One consistent voice across every touchpoint. AI tools were used throughout content development and messaging refinement — an early application of what is now a core part of the NuSpark process.

Content assets: Landing pages, a lead magnet eBook, and demo materials — all built to move prospects from interest to conversation.

Media launch: Google Search, LinkedIn Lead Gen ads, and targeted trade journal eBlasts — each channel doing a specific job in the funnel.

Follow-up system: Automated email and call sequences kept prospects engaged and ensured nothing fell through the cracks between marketing and sales.

Results (90 days from launch)

What Made It Work

A $20 CPL in a B2B niche is unusually efficient. That came from two things working together: tight audience targeting at the media level, and messaging that spoke directly to each buyer’s actual concerns rather than generic product features. When those two elements are aligned, volume and quality both go up.

The follow-up system mattered just as much as the lead gen. Most campaigns leak pipeline between the first touchpoint and the sales conversation. Automated sequences with a defined handoff protocol kept TEKWave’s sales team working warm leads, not chasing cold ones.

Category: B2B Business /Professional Services

Product:  Sales Management

Background

 A nationally known sales organization (hidden for privacy purposes) had a need to grow their client base, offering outsourced sales management services to small business CEOs.  The sales organization has a unique sales process and focuses on helping CEOs of small businesses focus on their business growth, by outsourcing sales management.  Because of the need to grow and build market share, the sales organization turned to Paul Mosenson of NuSpark Consulting to build a robust lead generation program.

Problem

Revenue and lead generation efforts were stagnant.  Despite the robust sales management process offered, and top-notch licensees, it was time to build a comprehensive demand generation program to build the business and drive sales.

Solution

As with any client, Paul did a complete evaluation of the business, the opportunities, the target audiences, and what problems CEOs have in order to generate interest in what the Sales Management firm has to offer.  After the initial foundational work, Paul built a comprehensive plan. Highlights:

• Updated the website with relevant, outcome-oriented copy, and added a separate Free Consultation page
• Installed GA4, and set up tracking for all conversion activities
• Built a lead magnet eBook, focusing on how CEOs should manage their business growth and the sales process; with reasons to outsource.
• Developed a demand generation plan:
  • Cold email outreach to specific target CEOs by industry using Apollo.io.
  • LinkedIn Lead Generation campaigns
  • Netline Content Syndication
  • Mixed promotional offers: The new eBook, plus a webinar explaining sales management benefits
  • Implemented a robust suite of follow-up emails to further engage content leads and segue them into consultation appointments
  • Utilized our in-house SDR to complement the email follow-ups with appointment-setting phone calls.

Result

The marketing campaign began in May 2023 (this was written in August 2023), and after 3 months:

• 72 leads generated
• 36 phone conversations
• 10 appointments
• $50 cost per lead on average

Category: B2B/SaaS

Product: AP Automation Software

The Situation

Centreviews sells AP automation software to enterprise manufacturers and hospitality companies — a crowded market where CFOs and senior accounting leaders are the buyers. They had decent ratings on G2 and Software Advice, a functional product, and a real differentiation story (AP, AR, and data storage under one platform). None of it was translating into pipeline.

Leads weren’t meeting expectations. Sales turnover had eliminated any consistency in process or follow-up. The brand was forgettable despite the product being competitive. And without a coherent system connecting marketing to sales, there was no way to know what was working or fix what wasn’t.

Paul came in as Fractional CMO to rebuild it.

What We Built

This was a full-stack overhaul — brand, website, content, media, CRM, and sales process rebuilt in sequence and connected into a single system.

Website and messaging: Every page rewritten. The site had been underselling the product — no clear value proposition, no differentiation from the dozen other AP platforms in the market. The rebuild told a sharper story with Centreviews’ unique coverage of AP, AR, and data storage as the anchor. A new demo page was built as a dedicated conversion path. AI tools were used throughout the content development and messaging process — an early application of what is now a core part of the NuSpark process.

CRM and sales infrastructure: Installed SparkLead to manage leads and opportunities with actual discipline. Built email workflows and sales cadences tied to both the lead magnet and demo campaigns — so every inquiry had a defined follow-up path regardless of which rep handled it. This was the piece that made the sales team’s effort consistent for the first time.

Content and lead generation: Developed a CFO-targeted eBook built around a Q&A format — the questions CFOs actually ask when evaluating AP automation. A conversion-optimized landing page was built around it. LinkedIn Lead Gen ads and Netline content syndication drove traffic to the offer.

Cold outreach: Built a cold email list from multiple sources and loaded it into SparkLead with a structured cadence. Outbound and inbound running in parallel, both feeding the same pipeline.

Directory optimization: G2, Software Advice, and Capterra listings were rewritten for message consistency and conversion — often-overlooked channels that CFOs actively use during vendor evaluation.

Event-based pipeline: Built a partnership with Quartz Network, a B2B event firm with a CFO database, to generate high-quality direct leads outside the standard digital channels.

Sales enablement: Trained the sales team on LinkedIn Sales Navigator for social selling — so the team had both a process and a prospecting tool they could actually use.

Results (10-month engagement)

What Made It Work

The conversion rate jump — 82% — came from the website doing a job it hadn’t been doing before: clearly explaining why Centreviews over the alternatives. In a market with dozens of AP vendors, a good product with a weak story is an invisible problem. Buyers leave without converting and you never know why.

The 59% lead growth came from building multiple acquisition channels that all fed the same system. LinkedIn ads, content syndication, cold email, directories, and event partnerships — each one doing a different job, all routing into SparkLead with defined follow-up. When the sales team changes (and it had), the system keeps working because the process lives in the platform, not in individual reps’ habits.

That’s the distinction between running campaigns and building infrastructure. Campaigns stop. Infrastructure compounds.

Category: B2B/SaaS

Product: Field Service Management Software

• The Situation

  Techadox is an IT staffing company that built a new field service management platform — a done-for-you managed labor and workflow solution targeting businesses that need technician dispatch and management without the overhead of building it internally. Strong concept. No market presence, no lead generation system, no brand awareness to speak of.

  They came to NuSpark at the start — no website worth having, no CRM, no content, no media plan. The entire go-to-market had to be built from scratch.

  ---

  What We Built

  Every component of the growth infrastructure was created in sequence, with the foundation first.

  Website and messaging: Built a new WordPress site from the ground up — architecture, copy, navigation, and calls-to-action all designed around conversion. The messaging had to do double duty: explain a new category of service while making the value proposition land fast for a buyer who’d never heard of Techadox.

  Explainer video: Developed a video asset that walked the target audience through the platform’s core benefit — managed labor and workflow handled for you. For a new product in a new market, this was the fastest way to compress understanding.

  CRM and follow-up infrastructure: Installed a CRM and built email sequences to move prospects from first touch to demo conversation. Without this, 3,000 leads would have been 3,000 names with no follow-through.

  Landing pages and media: Built custom landing pages to support each advertising channel. Ran a demand generation program across newsletter ads, eBlasts, and social media — each channel with its own creative and offer, all routing into the same funnel.

  Lead magnet: Created a white paper targeted at the core buyer persona, with an email cadence behind it to nurture leads from content download to sales conversation.

  Cold outreach: Built a cold email program using B2B databases and sales engagement tools to generate demo interest in parallel with inbound — outbound and inbound feeding the same pipeline from day one.

  ---

  Results (9-month engagement)

  Metric	Result
  Qualified Leads Generated	3,000
  Timeline	9 months
  MRR Trajectory	Steadily building toward campaign goals
  Strategic Impact	Platform visibility opened doors with strategic partners

  ---

  What Made It Work

  Starting from zero is its own kind of challenge. There’s no existing traffic to optimize, no historical data to learn from, no brand equity to lean on. Everything has to work on first principles — which means the foundation matters more than the tactics.

  The sequencing here was deliberate: messaging and website before media, CRM before lead generation, lead magnet before cold outreach. Running campaigns without that infrastructure in place produces leads that go nowhere. Building the infrastructure first meant that when volume started coming in, the system could actually handle it.

  3,000 leads in 9 months for a brand-new product in a competitive space is a strong result. The more important number is what came after — MRR building, strategic partnerships opening up, the sales and customer success teams with enough pipeline to do their jobs. Lead generation is the input. Revenue is the output. The system connects the two.

Category: Business-to-Business

Product: Software Development Firm

Background

The Situation

Zibtek builds custom software, websites, and mobile apps for small and mid-size businesses. It’s one of the most crowded categories in B2B tech — competitors everywhere on Clutch, DesignRush, paid search, and organic. Differentiation is hard, buyer trust is everything, and lead quality tends to be inconsistent because most of the traffic is comparison-shopping.

US lead generation had been underperforming. The website wasn’t converting. Paid search wasn’t targeted tightly enough. And there was no content program reaching buyers before they went to search — meaning Zibtek was competing purely at the bottom of the funnel, where everyone else was already fighting.

Paul came in as Fractional CMO to fix the system end to end.

What We Built

Messaging foundation: Rewrote the core value proposition to communicate trust and competence clearly — the two things a buyer needs to feel before engaging a custom dev firm. AI tools were used throughout content development and messaging refinement — an early application of what is now a core part of the NuSpark process.

SEO and organic: Rebuilt the keyword strategy around buyer intent — terms people use when they’re ready to hire, not just researching. A typical page moved from ranking in the 60s to page two within the engagement. Organic traffic from relevant searches increased significantly across the board.

Website and landing pages: Project-managed a design overhaul focused on conversion — new layouts, cleaner calls to action, an optimized chat widget with tighter, shorter messaging that engaged visitors instead of pushing them away.

Paid search: Restructured campaigns with tighter keyword-to-ad-to-landing-page alignment. Stopped paying for clicks that weren’t converting and redirected spend toward terms with actual purchase intent.

Content program: Developed two eBooks targeting prospects with software development intent. Promoted through Netline content syndication and email nurture to prospects already in the funnel. This was the channel designed to reach buyers before they started comparing vendors on Clutch — earlier in the decision process, less competitive, higher trust.

Email nurture and sales alignment: Built segmented email workflows to move content leads toward sales conversations. Worked with the sales team on lead tracking and follow-up cadence so qualified leads didn’t sit idle.

Results

What Made It Work

The 173% website lead increase came from multiple improvements compounding — better messaging, better SEO, better paid search, better conversion paths. No single change produced that number. The system as a whole did.

The content program result deserves its own attention. $32 per named, qualified lead — not a click, a lead — in a category where paid search CPCs run high and bottom-funnel competition is intense. That efficiency came from reaching buyers earlier in their process, before they’d started comparing vendors. A prospect who downloads a Zibtek eBook on software development has already self-identified. By the time they’re ready to talk to sales, Zibtek isn’t one of five vendors they found on Clutch — they already have a relationship.

That’s the strategic value of content demand generation that most firms in this space skip: it shifts the competitive dynamic upstream, where trust is easier to build and conversion costs less.

Category: Business-to-Business

Product: Customer Experience Platform

Problem:
Customer Experience or CX technology is a growing activity for businesses in retail, financial services, healthcare, and B2B SAAS. As a subset of digital transformation, CX, when properly executed, drives more revenue and customer loyalty. A CX platform company needed to grow their number of qualified leads and used Paul Mosenson and his NuSpark team to build pipeline.

Solution:

After a review of buyer personas, Paul put together a comprehensive demand generation plan that encompassed multiple channels. The first thing we did was write a new white paper designed to capture mid-funnel leads. These leads were nurtured and utilized within Saleforce for follow-up. Among the marketing executions Paul implemented:

• Updated Google Analytics goal tracking for multiple goal events
• Set up Google ad custom UTM parameters to track lead sources in Salesforce
• Improved paid search programs by promoting the white paper for lead generation within ads as well as optimized keywords and ads for better performance
• Implemented a robust LinkedIn ad program targeting various C-level titles within key industries.
• Managed a geofencing program targeting key trade shows in 2019
• Built a robust retargeting program with Google and AdRoll
• Utilized content syndication with Netline, a leader in white paper lead generation programs
• Implemented an intent data display ad program utilizing Bombora and Aberdeen
• Developed a nurture program; writing emails based on blogs, mapped to personas, and deployed via Pardot marketing automation.

Results:
Comparing 2019 with 2018

• Overall website/landing page form submits up 29%
• 300 new leads from the white paper were generated; the majority sales-qualified
• Paid search conversions up 760% versus prior year (due to content lead magnet), representing 246 leads

Category: Business-to-Business

Product:
Corporate Personality/Behavior Assessment Testing Targeting Human Resource Executives

Problem:
Paid search and retargeting campaigns were not reaching client revenue and ROI goals; company growth was stagnant. The client was losing market share in a competitive industry. Paul was hired to manage the media campaigns and assist in conversion optimization, with the goal to make digital marketing more profitable.

Solution:
1. Worked with design team to update landing pages to improve conversion rate by improving navigation and using benefit-oriented copy

2. Updated paid search campaigns

• Studied keyword trends and removed poor converting keywords
• Data showed higher conversion rates on computers versus mobile; thus, emphasis on device targeting towards computer
• Mobile campaigns pushed webinars and consultations
• Updated ads to focus more on benefits and product uniqueness

 Results:
Comparing April 2017-March 2019 to the previous year periods

• Ecommerce conversion rate up 144%
• Transactions up 86%
• Revenue up 120%
• ROI increased by 57%

Category: B2B/IT

Product: Server and Storage Cloud Monitoring

Client: Galileo Performance Explorer

Problem:
Galileo Performance Explorer® is a comprehensive SaaS IT infrastructure monitoring solution. It’s easy to use and it empowers IT leaders to make sound business decisions and prevent slowdowns and outages. Despite the product’s advantages over competitors’ offerings, leads for Galileo were below expectations.  They turned to Paul Mosenson and his team at NuSpark to turn things around.

Solution:
To attract leads, Paul created a comprehensive demand generation plan which included a mix of bottom-funnel offers (demos and trials) with mid-funnel lead generation activity. The lead generation included production and promotion several white papers and a co-sponsored webinar. The content, which NuSpark promoted via content syndication, newsletter sponsorships, and e-blasts to publisher e-mail lists, generated more than 1200 leads.

• To increase Galileo’s credibility in the marketplace, Paul’s content team ghost-wrote articles for Galileo’s on-site blog every week, optimized them based on keyword research, and shared them on LinkedIn and Twitter. These posts demonstrated thought leadership and boosted Galileo’s presence in the organic search engine rankings.
• In addition to increasing traffic via organic searches, Paul designed a cost-effective Google Ad campaign to draw more high-quality visitors and convert them into bottom-funnel sales opportunities. Conversion rates increased, and cost-per-conversion decreased over the course of the campaigns as Paul continually optimized performance.
• Paul managed all lead generation efforts using the marketing automation platform Pardot, implementing a robust drip lead-nurturing email cadence, segmented by personas, which resulted in a double-digit increase in marketing qualified leads.

Results:

• 101% increase in lead conversions
• 109% increase in organic traffic
• 360% surge in content downloads
• 52% boost in free trials
• 50% increase in product quotes

Category: B2B/Manufacturing

Product: Laser Scanner

Client: Leica Geosystems

Problem:
A company that designs and produces 3D laser scanning equipment and software for surveying and measurement, has its roots in land surveying. The potential of its products, however, to solve problems in industrial plants, drew it into the plant market in recent years. The problem, however, was not price but lack of education. Education was critical for prospects to understand that the client offered high value.

Solution:
First, we conducted persona research that revealed two key personas who influenced the buying decision. Each had distinct informational needs — one focused on the technical benefits of 3D laser scanning and its ability to make their lives easier and safer, and the other motivated by bottom-line results. Based on our findings, we developed a content strategy, a map to show how each piece of content helped to move the buying decision forward, and an editorial calendar outlining a schedule for producing e-books, case studies, webinars and more. Paul built and implemented the content marketing, demand generation and lead management strategy, with marketing automation and lead nurture. It began with an eBook written to address buyer needs.

Results:
Because the e-book addressed buyer needs that we had unearthed through the research, and we advertised it through laser-targeted media, client was able to generate 80 inquiries in a niche market in just six weeks. Lead nurturing and continued demand generation now an ongoing strategy.