Deloitte
E-book funnel wired into the CRM
We built a multi-step B2B funnel: landing page, e-book, automated follow-up and a lead saved in an enterprise CRM with its source and stage. Deloitte is a global brand in advisory and audit services for business. In B2B marketing for a company like this, expert content is the main way to open a conversation with a client. The project covered a funnel in which an e-book takes the reader from the first visit to contact with the sales team. The key requirement was that every lead reached the enterprise CRM in the correct format.
Content leads got lost between the landing page and the CRM.
- Leads got lost along the way. There was a gap between the landing page and the CRM. Some contacts never reached sales, or arrived with no information about where they came from.
- Global brand requirements. Content gating had to follow the rules of a brand operating worldwide. That covered forms, consents and tone of communication.
- Downloads ended up in a spreadsheet. After an e-book download, the address landed in a spreadsheet. Nobody knew what happened to that contact next.
- Manual follow-up does not scale. A sales rep cannot personally write to everyone who downloads the material. As traffic grew, contacts went cold without a reply.
- CRM data format. The enterprise system requires a specific record structure. A lead with no source and stage is of little use to sales.
- No measurement of stages. There was no way to tell at which step people dropped off. Without that, you cannot improve the funnel deliberately.
A funnel that takes the lead from the e-book to a salesperson.
- The funnel as a sequence of stages. We designed the path: landing page, form, confirmation and an email sequence. Each stage has one goal and one measurable outcome.
- The e-book as a value exchange. The reader leaves their details in return for concrete expertise. The form asks only for what sales needs to start the conversation.
- Brand-compliant gating. We prepared the form, consents and messages according to the global brand's guidelines. That let the funnel run with no risk to its standards.
- Behavior-driven follow-up. Each next message depends on what the reader did. Someone who opened the e-book gets different content than someone who never downloaded it.
- Leads in the CRM with source and stage. Every contact lands in the CRM with campaign information and its current funnel stage. The rep knows right away who they are talking to and what that person responded to.
- Every step measured. Analytics show the transitions between stages. The marketing team sees where the funnel loses people.
- One source of truth about the lead. We dropped the intermediate spreadsheets. Form data, message history and funnel stage live in a single CRM record, so marketing and sales look at the same information.
- A landing page with one goal. The page leads to the e-book download and does not distract the reader with other paths. The copy explains exactly what the material contains.
What we built it with.
How it came together.
Mapping the current path
We traced the lead's journey from the website visit to the CRM. We pinpointed where contacts disappeared or lost data.
Funnel and content design
We defined the stages, form fields and message scenarios. The e-book became the backbone of the whole sequence.
Landing page and form
We built a landing page with gating that meets the brand's requirements. After submitting the form, the reader sees a confirmation and receives the material.
Automation and CRM integration
We set up the follow-up sequence in a marketing automation tool. We connected it to the enterprise CRM so each record has the required format.
Analytics and testing
We implemented stage tracking and checked the data flow along the entire path. Only then did the funnel start taking campaign traffic.
What changed.
See other projects.
Are your leads lost between the form and the CRM?
We will design a funnel that delivers each contact to sales with its source and stage. In B2B marketing, an e-book does not sell on its own. Value is created only when the contact reaches sales with context and at the right moment. If your leads end up in a spreadsheet or in one person's inbox, the funnel is leaking where your tools meet. Start by tracing one lead's path from the form to the CRM. Every point where someone copies data by hand is a candidate for automation.
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