For research agency Openfield, how did we get over 1,000 valuable B2B contacts in just two quarters?

Challenge

The Openfield agency - a leader in market research and data analytics - needed a stable, scalable B2B marketing solution that delivers measurable results regardless of the season. The main obstacles? Lack of integration of marketing efforts: different companies handled SEO, ads and Google campaigns. There was a lack of a cohesive strategy and a team that understood both the industry context and the business objective. 

Our activities

• Strategic workshop as the foundation and starting point of our work

We started with a meeting of several hours with the Openfield team, in which we jointly worked out the brand's positioning, mission and vision, set of values, communication language and buyer persona. This last point allowed us to distinguish several significant customer segments and, most importantly: learn about the differences in their needs, problems and communications.

The meeting resulted in a brand One Pager and buyer persona and marketing funnels tailored in detail for each customer segment.

• Performance marketing: Google & Meta Ads

Based on the workshop, we created thoughtful campaigns for specific buyer personas. 

On Google Ads, we removed erroneous geographic exclusions, implemented segmentation by intent and added branded campaigns and enhanced remarketing. On Meta Ads, we tested various lead magnets, target groups and ad formats. We also implemented a micro-conversion system to accurately measure user behavior (scroll, click, form initiation, etc.).

• The new website we built from scratch

The site was not only supposed to look better, it was supposed to sell. We designed:

• 11 dedicated service sub-sites with content tailored to target groups,

• Improved forms and user behavior tracking system,

• Optimized structure for SEO and conversion.

• Content marketing as a key step in the sales funnel

We based our content strategy on the real needs of B2B customers:

• We created 3 lead magnets (e-books and workbooks) that responded to the specific problems of each buyer persona,

• We built a newsletter that delivers knowledge, case studies and new research every 2 weeks. Today, that's more than 1,000 engaged subscribers,
• The content was perfectly integrated with paid campaigns, creating a full, closed funnel.

Numerical effects (Q1-Q2 2025)

Qualified sales leads

~20% with over 1000 leads acquired are qualified sales contacts for key research services, acquired through a precisely targeted strategy and optimized content marketing.

Subscriber base

+1000 regular newsletter subscribers - A stable base for long-term marketing communications.

Cost optimization

Decrease in Meta Ads conversion costs by 50-70% relative to initial values is evidence of effective campaign optimization and precise targeting.

Selected decision makers in the research sector are one of the most difficult groups to reach in B2B, characterized by:

• high substantive requirements,
• long decision-making cycles,
• The need for deep expertise in communications,
• actively seeking knowledge, tools and partners for research collaboration.

Summary

• Clear guidelines for brand communication
• The full funnel: from awareness to conversion
• Precise targeting and measurement
• Fixed base for retargeting and nurturing
• Real value for the sales department
• Content that educates and engages

Through the synergy of strategic workshop, performance marketing and content, we have built a sustainable system for Openfield to generate valuable leads that works regardless of seasonality and supports sales at every stage. And everyone on the team knows not only what the company does, but also what values it represents and where the Openfield brand is going.