From MQL to customer: optimizing every step of the B2B funnel

1M€
in pipeline generated
+12%
in conversion
55%
of GEO share of voice

We reached out to Bulldozer for a growth audit of healthcare professional acquisition on the French market. A team of freelance experts conducted a full audit of our channels, providing concrete and quantified improvement opportunities. They also shared best practices and benchmarks from similar companies, helping us identify blind spots, optimize our sales & marketing strategy, and stay up to date with innovation. Bulldozer is also able to support us in implementing the recommendations through its freelance collective. I particularly value this offering, which we are setting up on certain channels to unlock faster execution of the action plans.

Marie Lhermitte,
Head of B2B Marketing
Doctolib
+
Bulldozer
SaaS
Growth

From MQL to customer: optimizing every step of the B2B funnel

1M€
in pipeline generated
+12%
in conversion
55%
of GEO share of voice

L'entreprise

Doctolib is a European leader in digital healthcare. Through different solutions and services that help healthcare professionals manage their clinical and administrative activities, Doctolib improves their day-to-day work and supports them in their digital transformation.

Challenge & Objectif

Challenge / Objective

Doctolib wanted to optimize its marketing strategies to better leverage its existing acquisition channels. The objective was to improve the effectiveness of marketing campaigns while reducing cost per acquisition — CPA. This included:

  • Better leveraging MQL and PQL leads, which represented underused potential.
  • Increasing conversions from Freemium.
  • Aligning marketing and sales efforts to maximize overall ROI.

To address these challenges, Doctolib called on Bulldozer to conduct a detailed audit and provide actionable recommendations tailored to its objectives.

Strategy

Bulldozer based its recommendations on the following analyses:

1. Tracking and data

  • Assessment of current tracking processes to identify bottlenecks in data collection and usage.
  • Analysis of lead flows coming from Freemium and their progression toward SQLs and customers.

2. Acquisition channels

  • SEO: Analysis of targeted keywords, highlighting a strong concentration on branded terms and untapped potential on MOFU and BOFU intents.
  • SEA: Review of invested budgets, highlighting a strong dependency on branded campaigns and insufficient optimization of non-branded keywords.
  • Freemium: Analysis of the Freemium funnel, with a focus on friction points in conversion toward SQL.
  • Paid Social: Evaluation of MQL and SQL campaigns to determine performance by audience and creative format used.
  • Outbound: Analysis of prospecting campaigns and their effectiveness, with a focus on outreach rate and the impact of email sequences and follow-ups on the conversion funnel.

3. Conversion funnels

  • Analysis of conversion rates at each stage of the customer journey, from acquisition through to SQL and customer conversion.
  • Review of existing workflows to identify automated nurturing opportunities for MQLs and PQLs that had not yet been contacted.

4. Marketing and sales collaboration

  • Evaluation of lead scoring processes and their prioritization by sales teams.
  • Analysis of collaboration between marketing and sales teams to identify new synergy opportunities.

‍

We reached out to Bulldozer for a growth audit of healthcare professional acquisition on the French market. A team of freelance experts conducted a full audit of our channels, providing concrete and quantified improvement opportunities. They also shared best practices and benchmarks from similar companies, helping us identify blind spots, optimize our sales & marketing strategy, and stay up to date with innovation. Bulldozer is also able to support us in implementing the recommendations through its freelance collective. I particularly value this offering, which we are setting up on certain channels to unlock faster execution of the action plans.

Marie Lhermitte,
-
Head of B2B Marketing
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Stratégie

‍

TL;DR

  • Focus on existing data: Optimizing leads that had already been acquired proved more effective than looking for new acquisition channels.
  • Smart automation: Implementing automated nurturing workflows made it possible to process leads effectively.
  • Cross-channel consistency: Aligning messaging and tracking across the different channels significantly improved overall performance.
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Challenge / Objective

Doctolib wanted to optimize its marketing strategies to better leverage its existing acquisition channels. The objective was to improve the effectiveness of marketing campaigns while reducing cost per acquisition — CPA. This included:

  • Better leveraging MQL and PQL leads, which represented underused potential.
  • Increasing conversions from Freemium.
  • Aligning marketing and sales efforts to maximize overall ROI.

To address these challenges, Doctolib called on Bulldozer to conduct a detailed audit and provide actionable recommendations tailored to its objectives.

Strategy

Bulldozer based its recommendations on the following analyses:

1. Tracking and data

  • Assessment of current tracking processes to identify bottlenecks in data collection and usage.
  • Analysis of lead flows coming from Freemium and their progression toward SQLs and customers.

2. Acquisition channels

  • SEO: Analysis of targeted keywords, highlighting a strong concentration on branded terms and untapped potential on MOFU and BOFU intents.
  • SEA: Review of invested budgets, highlighting a strong dependency on branded campaigns and insufficient optimization of non-branded keywords.
  • Freemium: Analysis of the Freemium funnel, with a focus on friction points in conversion toward SQL.
  • Paid Social: Evaluation of MQL and SQL campaigns to determine performance by audience and creative format used.
  • Outbound: Analysis of prospecting campaigns and their effectiveness, with a focus on outreach rate and the impact of email sequences and follow-ups on the conversion funnel.

3. Conversion funnels

  • Analysis of conversion rates at each stage of the customer journey, from acquisition through to SQL and customer conversion.
  • Review of existing workflows to identify automated nurturing opportunities for MQLs and PQLs that had not yet been contacted.

4. Marketing and sales collaboration

  • Evaluation of lead scoring processes and their prioritization by sales teams.
  • Analysis of collaboration between marketing and sales teams to identify new synergy opportunities.

‍

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