A B2B funnel not converting at its real level

Doctolib wanted to get more out of its existing acquisition channels and improve marketing campaign efficiency while reducing cost per acquisition. The issue was specific: under-used MQL and PQL leads, a Freemium funnel losing conversions along the way, and limited alignment between marketing and sales to lift overall ROI.

Turn MQLs into clients without raising budgets

The goal was to improve performance at every stage of the B2B funnel, from lead generation to closing. Get more out of existing MQLs and PQLs, lift Freemium conversions, and align marketing and sales around the same priorities.

A four-part audit to rebuild the foundations

Bulldozer built its recommendations on a deep analysis across four axes. On tracking and data, monitoring processes were reviewed to surface blockers in data collection and use, and Freemium lead flows were tracked through to SQL and client. On acquisition channels, SEO showed heavy concentration on branded terms and untapped room on MOFU and BOFU intents; SEA showed a reliance on brand campaigns and limited work on non-branded keywords; the Freemium funnel was analysed with a focus on friction points before SQL conversion; Paid Social was assessed by audience and creative format performance; Outbound was reviewed on attack rate and the impact of email sequences on the funnel. On conversion funnels, rates were studied at every step of the client journey, and nurturing workflows for unhandled MQLs and PQLs were mapped. Finally, on marketing-sales collaboration, scoring and lead prioritisation processes were reviewed to find shared wins between the two teams.

A complete diagnosis and a roadmap to scale the B2B funnel

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