Summary
Up2You, a green tech startup and certified B Corp, has made a name for itself in the sustainability space by providing digital tools to help companies measure and reduce their environmental footprint. At LTV, we embraced the challenge of generating high-quality leads while keeping acquisition costs under control. By shifting from a Product-Led strategy to a Sales-Led approach, we significantly improved the quality of Sales Qualified Leads (SQLs) and made sustainability a more accessible and actionable concept for their audience.
The Challenge
The main challenge was identifying quality SQLs—prospects ready to engage with the sales team—without inflating the acquisition budget. Balancing Marketing Qualified Leads (MQLs) and SQLs was key, as was simplifying complex sustainability concepts such as carbon neutrality and carbon footprint, and communicating them in a clear and compelling way to decision makers.
The Strategy
We deployed a full-funnel multichannel strategy, tailoring content, targeting and creative to each platform.
🔹 Meta Ads
Meta was instrumental in bringing Up2You’s value proposition to a cold audience and supporting high-frequency retargeting. While we initially faced challenges with lead quality and attribution, continuous testing and optimization led to significant performance improvements.
🔹 Google Ads
Google provided the flexibility needed to support Up2You’s transition from Product-Led to Sales-Led Growth. We restructured the entire campaign setup:
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Conversion types and goals
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Campaign placements
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Referral and attribution models
Advanced tools like Performance Max and offline conversions were fully integrated with the CRM we helped build and refine—creating a virtuous loop between acquisition and qualification.
🔹 LinkedIn Ads
LinkedIn proved especially effective for B2B lead generation. We targeted a high-intent audience with various ad formats, from lead gen to thought leadership. Despite lower video engagement than Meta, LinkedIn allowed us to reach decision-makers and generate qualified leads in a highly efficient way.
Why was LinkedIn so effective?
It allowed us to reach the ~15% of the audience actively searching for solutions—enabling us to run a top-of-funnel strategy while also capturing hot leads
The Results
Our multichannel approach delivered outstanding results, proving that channel synergy and tailored content can drive both reach and quality:
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+200% increase in unique sessions on website and landing pages
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+80% quarter-over-quarter growth in MQLs and SQLs
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46% of generated leads moved into active sales negotiations
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Cost-per-lead (CPL) ranged from €15.27 to €96, targeting B2B decision makers
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Average MQL: €21.19 | Average SQL: €60
Conclusion
The Up2You case clearly demonstrates that effective growth strategies are rarely linear. They require ongoing adaptation, data-driven validation, and a strong alignment between marketing initiatives and business goals.
Our ability to integrate multiple channels, improve lead quality, and guide the shift toward a Sales-Led model generated tangible, measurable, and scalable impact.
But the most enduring value we delivered went beyond performance metrics: we equipped the internal team with a solid operational framework, a culture of structured experimentation, and the tools to grow autonomously.
In a rapidly evolving market, the true differentiator is the ability to turn complexity into method, and uncertainty into opportunity. That’s where our approach comes in — building sustainable, repeatable, and future-proof growth models alongside our clients.
What they say about us
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