Work / Case study
Nine products, three ICPs, four buyer pillars, and a small team. Build the funnel so behaviour does the qualifying, and intent signals get far stronger.
With the ICP model in place and HubSpot and the new website live, the next problem was operational: how do you run demand generation across a nine-product, three-ICP, four-pillar portfolio without either diluting the message into generic “platform” marketing, or multiplying content production past what a small team can sustain?
The self-qualification funnel
Cold layer
One LinkedIn campaign per pillar; three ICP-lensed ads frame one problem so buyers self-select.
Problem-based landing page
No product named. Four neutral approach paths let the visitor choose how they think.
Approach product pages
The product appears only after the visitor has self-identified - with a demo CTA.
Behavioural retargeting
Retarget on product-page visits, not ad clicks. It's a far stronger intent signal.
We split it into two motions matched to buyer economics. Pure ABM for VDR, EFMS, and the Kyma Power Meter: products with a small, nameable list of accounts (as few as ~60 for EFMS), where targeting the known list directly beats elaborate modelling. And segmented demand generation for the Performance & Data products (AM Voyage Optimisation, VESPER, Collect, Edge), approached by industry pillar first, then narrowed by ICP lens within each pillar.
For the segmented motion we designed a self-qualification funnel rather than a single ad-to-demo path. Cold LinkedIn ads frame the same underlying problem through different ICP lenses so buyers self-select; a shared, problem-based landing page names no product and offers four neutral approach paths; approach-oriented product pages introduce the product only once the visitor has self-identified; and retargeting runs on product-page visits, not ad clicks. That is a far stronger intent signal, capturing everyone who arrived, not only cold-ad traffic.
We sized content to match: roughly 64 monthly ads across the four Performance & Data products plus lighter ABM content, one universal landing page, seven approach pages, and AI-assisted first drafts reviewed by product marketing. We scoped phase one to the two highest-value pillars. The result: ICP logic does the qualifying at the ad layer, then hands off to behaviour as the stronger signal. A small team runs a coherent motion across nine products, and sales gets a self-declared entry point rather than a cold lead.