B2B Handicraft Leads Campaign
Developed a full-funnel marketing automation strategy to generate, nurture, and convert leads for Viettrang Handicraft Company.
Project Overview
Challenges
Solution
The solution was to implement a full-funnel marketing automation strategy. Unlike B2C purchases, B2B decision-making involves a longer and more complex process, requiring consistent lead nurturing and timely engagement across multiple touchpoints. ActiveCampaign was therefore implemented as the CRM and marketing automation platform, providing comprehensive capabilities for customer data management, automated nurturing workflows, and behavioural tracking. This enabled the sales team to approach each prospect at the right time with messages and solutions aligned with their specific needs.
Results
As a result, the company generated approximately 2,000 high-quality leads through Meta and Google within two months. These leads were initially classified as marketing-qualified leads (MQLs), while sales-qualified leads (SQLs) were identified through automated lead-scoring workflows based on engagement, behaviour, and purchase intent. More than 100 automation workflows, covering multiple customer scenarios, were implemented to nurture prospects and engage them with relevant content at the most appropriate stage of the decision-making journey.
Key Metrics
Strategy & Execution
Auditing
The first phase focused on auditing Viet Trang’s existing digital assets to identify the gaps between the company’s current digital capabilities and its business objectives. At the time, Viet Trang had established a presence on two major digital platforms, Meta and Google. These channels had been used primarily to build brand awareness and drive traffic to the company’s website, and they had generated several business partnerships through Google Search. However, the company’s digital activities lacked a structured strategy and integrated customer journey, making it difficult to scale lead generation and achieve sustainable business growth.
Building Automation Funnel
Following the audit, we identified that the most critical missing component was a CRM system to enable both the marketing and sales teams to effectively manage customer relationships. However, a conventional CRM alone would not have been sufficient to achieve the company’s objectives. Therefore, we implemented ActiveCampaign, a CRM platform with advanced marketing automation capabilities. Beyond customer management, the platform enabled behavioural tracking, seamless integration with digital channels such as Meta and Google, email marketing automation, landing page creation, lead scoring, and automated customer journeys. This provided a unified ecosystem that allowed the company to capture, nurture, and convert leads more efficiently throughout the entire B2B sales cycle.
Implementation
First, we created a dedicated landing page to capture potential leads. By using ActiveCampaign’s native forms, all submitted lead data was transferred directly into the CRM without requiring additional website integration or complex technical configuration.
Second, we developed a range of automated nurturing workflows tailored to different customer scenarios and touchpoints. For example, when a prospect registered for the first time, they automatically received a welcome email. After a defined number of days, the system sent follow-up messages based on the prospect’s initial purpose or interests. Depending on their behaviour, prospects could also receive appointment invitations, promotional vouchers, event invitations, or other relevant offers. Lead scoring was integrated into these workflows to classify each contact as hot, warm, or cold based on engagement level and purchase intent.
Third, the sales team was supported through ActiveCampaign’s deal management function. Sales representatives could organise prospects by deal stage and apply different conversation scripts according to each stage of the sales process. They could also review customer interests, pain points, and engagement history before making contact, allowing them to provide more relevant consultation at the right time. In addition, deal velocity could be monitored to estimate the number and value of opportunities likely to close within a given month.
Finally, deal-stage data was combined with behavioural tracking to support more informed sales and marketing decisions. For example, if a contact repeatedly opened emails and clicked through to view a product catalogue, the system could identify increasing purchase interest. After engaging with several emails, the contact could be classified as a warm lead. If the prospect did not request an appointment or take further action, the system would automatically trigger a targeted offer email or prompt the sales team to follow up. If the prospect remained unresponsive, they could then be reclassified as a lower-priority or non-potential lead.
In summary, this approach created a continuous, full-funnel ecosystem connecting lead generation, nurturing, qualification, and sales follow-up. It enabled Viet Trang to engage each prospect with the right message, at the right time, and according to their specific needs and level of purchase intent.
Measurement
To support data-driven decision-making, we integrated a real-time dashboard using Looker Studio. This dashboard enabled both the marketing and sales teams to monitor campaign performance continuously and make timely, evidence-based decisions. Rather than displaying every available metric, the dashboard was designed to focus only on the key performance indicators directly related to the company's primary objective: lead generation. By eliminating unnecessary metrics, the dashboard reduced distractions and allowed stakeholders to quickly identify performance trends, optimise campaigns, and improve lead acquisition efficiency.
