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. Little to no digital marketing had been used.

In Spring 2019, Pa-Hu reached out to us with an ambitious goal. They wanted us to help them achieve scalable revenue growth through digital marketing.

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 would justify the success of each experiment with pre-defined KPIs. In practice, we tested over 150 different ads 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
  • 44% of cold leads converted to warm leads through nurturing

In addition, our process allowed to lower the average cost per lead from 60€ to 25€.

“We trust that The F Company takes good care of our digital marketing, without having to micro-manage them.” Sara Raikamo, CEO of Pa-Hu

We are now in charge of Pa-Hu’s digital marketing. Thanks to our learnings from the pilot projects, we keep getting even more impressive results.