Building a B2B Lead Generation Machine for Pa-Hu

Pa-Hu is a family-owned packaging company with 80 years of rich history. Today, they are a leading provider of smart, innovative and sustainable packaging solutions in Finland.


Pa-Hu had always relied on traditional sales methods, with almost no digital marketing in place. But the times are changing!

In Spring 2019, Pa-Hu reached out to us with an ambitious goal. They wanted to improve their digital marketing to a point where it becomes a key revenue driver.

We kicked off the project with three key objectives in mind: generate cost effective leads online, deliver more sales-qualified leads to Pa-Hu’s sales team, and find scalable ways to grow.


We needed to get deeper into Pa-Hu’s current situation and growth problems. We analysed their marketing, sales and customer data, carried out interviews and ran workshops. Based on the collected insights, we built an ideal buyer persona and customer journey.

Then it was time to test these ideas. We created several hypotheses for which buyer personas, channels and content to test. We set goals and KPIs to measure the success of each test. In practice, we tested over 150 different ad campaigns and 10 landing pages.

To serve only the best leads for Pa-Hu’s sales, we implemented a lead scoring model that indicated which leads were hot enough to be handed over. The leads that were not ready to buy were automatically nurtured with relevant content, until they became more interested in making an order.

After several months of testing various marketing campaigns, we were left with only 10 best performing ads and two landing pages. In a short time, we learned a lot about what works for Pa-Hu. We identified the right buyer persona, improved the messaging and budget allocation using marketing data. We built on the learnings and continuously introduced new ideas to test.


All in all, our experiment-driven marketing process paid off. We killed the failed experiments and put more marketing budget into the successful ones. Here’s the results:

  • 8.5x increase in leads
  • 12.5% increase in sales-ready leads
  • 58% decrease in average cost per lead, from from 60€ to 25€
  • 44% of cold leads converted to warm leads through nurturing

The F Company takes great care of our digital marketing, so that I can focus on our core business.
Sara Raikamo
CEO of Pa-Hu

The results speak for themselves, and 2019 was a great year for Pa-Hu. But more importantly, we now have the data to show us what works and what doesn’t.

We are now taking care of Pa-Hu’s entire digital marketing, and are getting even more impressive results thanks to the learnings from this project. Perhaps a case for 2021?