From 2 leads a week to 236 in-ICP leads a month.
Volta had deep expertise and a blank funnel. Falora set the strategy, built the system, and turned a 12-experiment roadmap into live, qualified pipeline, all in a single quarter.
The specialist's trap: deep expertise, blank funnel.
Volta knew their craft: behaviour-change communication, a 27-year track record, a roster of mission-driven heavyweights. But operationally they faced the classic B2B growth problem.
- Legacy acquisition New business relied almost entirely on exhausting tenders and unpredictable word of mouth.
- Digital leakage A website scoring 38/100 on CRO, with zero conversion events configured in GA4.
- Budget burn Display ads consumed 67% of the media budget for a 36% engagement rate and no pipeline.
Stretch Innovation ran a Growth Audit, locked down positioning and defined the ICP. But a strategy deck is where most GTM engagements quietly die. To turn strategy into pipeline, Falora generated a prioritised, 12-experiment roadmap.
"Which campaign closed your last 10 deals? If you can't answer that, you're spending your budget, not investing it."
The 7 pipeline plays.
The exact mechanics that turned strategy into 236 live leads.
Clarify the category you actually win in
Volta stopped positioning as a generic "creative agency" and rebuilt their assets around their real edge: measurable behaviour change. Generic messaging captures cheap clicks; sharp positioning captures high-ACV pipeline.
Build ICP-specific entry points
Not one generic lead magnet, but a dedicated angle per audience: an impact guide for NGOs, an "impact communication" piece for startups, and a behaviour-change guide for the public sector.
Launch with low-friction capture first
The first wave ran entirely through Meta instant forms. That generated speed to market and real audience signal before anyone spent weeks over-engineering landing pages.
Use a cross-ICP angle to find hidden demand
Alongside the targeted guides we ran one broad, high-value asset called "5 Misconceptions about Behaviour Change." It became the highest-leverage asset in the funnel, pulling senior decision-makers across every segment at the lowest CPL.
Build qualification infrastructure before scaling spend
A Supabase backend and a custom edge function synced leads straight to the Attio CRM, tagging every lead as NGO, Public Sector, Startup, or Non-ICP on arrival. Volume without qualification is just noise.
Sequence experiments instead of launching all at once
The roadmap ran across three deliberate sprints. Test the creative, find the winning angle, build the infrastructure, then scale. Sequencing is the difference between an investment and a gamble.
Add friction only after signal appears
Once the Meta forms proved which angles worked, four structured landing pages with five mandatory fields were introduced, trading raw volume for self-filtered, ICP-grade quality.
A 12-experiment roadmap, across three sprints.
Content assets & first campaigns
Four ICP-specific lead magnets plus one cross-ICP angle, all via Meta instant forms, built on Volta's real client cases to demonstrate authority, not generic education.
Infrastructure & lead qualification
A Lovable + Supabase website with an ICP-classification workflow pushing directly into Attio, plus a real-time admin dashboard so Volta could see lead quality live.
Structured landing pages
Four dedicated, brand-matched pages with specific problem framing, solution and social proof, ready to receive redirected traffic and self-filter for quality.
Quality lifted 7 points before the friction filter was even turned on.
By April 10, the first wave produced 155 leads, 33 within ICP, a 21% match rate. Ten days later volume hit 236 and the ICP rate climbed to 28%, entirely through Meta instant forms. The algorithm learned which signals mapped to the ICP, and the cross-ICP wedge attracted a notably senior profile.
Volta didn't just get a better plan.
They got a working growth system.
Strategy, implementation, optimization: the full loop. Falora defines the direction, translates it into the assets and infrastructure that make it real, then closes the loop by reading the signal and refining spend.