The Challenge

The campaign was delivering healthy impressions and website visits, but not sales conversions.

The first issue identified was the creative. There were too many similar creative assets to allow the algorithm to properly optimize the best performing.

Then, once prospects were on the landing page, the conversion path sent them to a locator and drove them outside of our measurable funnel, and Salesforce attribution wasn’t capturing marketing influence.

I halved the number of creatives, keeping only the top performers.

The on-page CTA was changed from “Find a Dealer” to “Ask a 3M Expert,” allowing 3M sales reps to hand off leads to the dealer network. This enabled us to qualify and route prospects intentionally, while maintaining visibility into closed/won opportunities.

The field marketer socialized the change to the sales organization and reinforced the importance of associating opportunities with the Salesforce campaign.

The Results

Open pipeline grew from $166K to $1.08M year over year.
Closed/won revenue improved from $90K to $912K year over year.

Important context
During this period, Salesforce usage improved, which increased visibility into marketing-influenced opportunities. These results reflect both stronger campaign performance and better attribution.

Key Takeaways

Invest in what works

Reducing creative volume led to stronger engagement.

Own the full journey

Changes to the conversion path gave us more ownership over outcomes.

Sales & marketing partnership matters

Close partnership with sales gave us a truer view of marketing impact.