A B2B Funnel Not Converting at Its Potential

Doctolib wanted to better leverage its existing acquisition channels and improve marketing campaign efficiency while reducing cost per acquisition. The problem was specific: underexploited MQL and PQL leads, a Freemium funnel losing conversions along the way, and insufficient alignment between marketing and sales to maximise overall ROI.
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Turn MQLs Into Customers Without Increasing Budgets

The goal was to improve performance at every stage of the B2B funnel, from lead generation through to closing. Better exploit existing MQLs and PQLs, increase Freemium conversions, and align marketing and sales around the same priorities.
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A Four-Part Audit to Reset the Foundations

Bulldozer built its recommendations on a deep analysis across four axes. On tracking and data, existing monitoring processes were evaluated to identify blockers in data collection and exploitation, and Freemium lead flows were traced through their progression to SQL and client. On acquisition channels, SEO revealed heavy concentration on branded terms and untapped potential on MOFU and BOFU intent; SEA showed over-reliance on brand campaigns and insufficient optimisation of non-branded keywords; the Freemium funnel was analysed with a focus on friction points in SQL conversion; Paid Social was evaluated by audience and creative format performance; Outbound was assessed on attack rate and the impact of email sequences on the conversion funnel. On conversion funnels, rates were analysed at every stage of the customer journey, and automated nurturing workflows for untouched MQLs and PQLs were identified. Finally, on marketing and sales collaboration, lead scoring and prioritisation processes were evaluated to surface synergy opportunities between the two teams.
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A Full Diagnostic and a Roadmap to Scale the B2B Funnel

Doctolib walks away with a detailed audit, actionable recommendations across every channel, and a clear plan to convert more without spending more.