{"id":18264,"date":"2025-08-12T11:46:07","date_gmt":"2025-08-12T09:46:07","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=18264"},"modified":"2025-08-12T11:46:10","modified_gmt":"2025-08-12T09:46:10","slug":"b2b-marketing-funnel-case-study","status":"publish","type":"post","link":"https:\/\/www.sortlist.com\/blog\/b2b-marketing-funnel-case-study\/","title":{"rendered":"Breaking down a \u20ac250 million\u00a0B2B marketing funnel"},"content":{"rendered":"\n<p>This week&#8217;s edition of Great Business Stories is about a match made on Sortlist. Where Wallonia found an agency ready to market a whole region (that&#8217;s <a href=\"https:\/\/www.sortlist.com\/agency\/swc-partnership\">SWC Partnership<\/a>).<\/p>\n\n\n\n<p>But it&#8217;s not just about how to market a region. It&#8217;s about the secret funnel that, if it can work to capture well over <strong>\u20ac250 million in investment in Wallonia<\/strong>, it can capture any B2B client.<\/p>\n\n\n\n<p>Wait, wait, wait\u2026 Wallonia?! Where&#8217;s that?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"470\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png\" alt=\"Map_of_Wallonia\" class=\"wp-image-18275\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png 762w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-50x31.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-288x178.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-576x355.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-339x209.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-678x418.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-373x230.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-746x460.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-691x426.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-478x295.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-516x318.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-680x419.png 680w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\" \/><\/figure>\n\n\n\n<p>Exactly the problem. The southern part of Belgium isn&#8217;t well known on the global scene. But it faced a once-in-a-generation opportunity: Brexit.<\/p>\n\n\n\n<p>The UK&#8217;s departure from the EU left British businesses scrambling for a gateway into Europe.<\/p>\n\n\n\n<p>So Wallonia came to SWC with three goals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Build name recognition: They needed &#8220;Wallonia, Southern Belgium&#8221; top of mind for decision-makers.<\/li>\n\n\n\n<li>Generate qualified business enquiries: Leads for their embassy\u2019s business development team.<\/li>\n\n\n\n<li>Make budget work hard: Germany allocated around \u20ac6 million to attract British companies. Wallonia had a tiny fraction of that:<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"470\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png\" alt=\"AWEX X SWC (1)\" class=\"wp-image-18274\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png 762w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-50x31.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-288x178.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-576x355.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-339x209.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-678x418.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-373x230.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-746x460.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-691x426.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-478x295.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-516x318.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-680x419.png 680w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\" \/><\/figure>\n\n\n\n<p>Nobody in the UK had Wallonia top of mind. And to change that, they needed to out-think, not out-spend, the competition.<\/p>\n\n\n\n<p>Here&#8217;s how they did it:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"988\" height=\"629\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image.jpeg\" alt=\"brexit\" class=\"wp-image-18269\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image.jpeg 988w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-768x489.jpeg 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-50x32.jpeg 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-288x183.jpeg 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-576x367.jpeg 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-339x216.jpeg 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-678x432.jpeg 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-373x237.jpeg 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-746x475.jpeg 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-691x440.jpeg 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-973x619.jpeg 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-478x304.jpeg 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-956x609.jpeg 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-516x329.jpeg 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-680x433.jpeg 680w\" sizes=\"auto, (max-width: 988px) 100vw, 988px\" \/><\/figure>\n\n\n\n<p>But it&#8217;s not just the ad.<\/p>\n\n\n\n<p>Success was founded on a<strong> killer b2b marketing funnel<\/strong>, optimised along every step of the way.<\/p>\n\n\n\n<p>And a combination of old-school fundamentals and lessons from SaaS disruptors allowed them to outmanoeuvre the competition.<\/p>\n\n\n\n<p>Here&#8217;s how it looked.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udcb0The million euro marketing funnel<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"470\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png\" alt=\"AWEX X SWC (2)\" class=\"wp-image-18277\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png 762w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-50x31.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-288x178.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-576x355.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-339x209.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-678x418.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-373x230.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-746x460.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-691x426.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-478x295.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-516x318.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-680x419.png 680w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\" \/><\/figure>\n\n\n\n<p><br>That\u2019s a lot to take in, in just one flow chart. So here\u2019s what it meant:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1\ufe0f\u20e3 Awareness: make them know your name<\/h3>\n\n\n\n<p>Traditional media advertising (The Guardian, LBC radio, Eurostar) got Wallonia in front of UK business leaders.<\/p>\n\n\n\n<p>Weekly creative rotations for different verticals (logistics, pharma, finance) delivered sector-relevant messages.<\/p>\n\n\n\n<p>And based on the weekly volume of inquiries, for each one they knew what was working (and what wasn\u2019t). This allowed them to optimise creative.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2\ufe0f\u20e3 Intent identification &#8211; without a form fill<\/h3>\n\n\n\n<p>Using IP tracking, they identified companies anonymously visiting the site. Decision makers at those companies were then matched with their LinkedIn profiles for targeted follow-up.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3\ufe0f\u20e3 Personalised engagement: warm up the sale<\/h3>\n\n\n\n<p>Because they were company-targeted, Linkedin could include personalisation in the creative (think \u201cHi Tesco, Wallonia has the solution to your Brexit logistics\u201d). That built familiarity before outreach.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4\ufe0f\u20e3 Sales outreach: warm conversations<\/h3>\n\n\n\n<p>The embassy\u2019s business development team ran multi-touch sequences to the IP-identified prospects via LinkedIn, email, and phone, capitalising on the exposure built upstream.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83e\udde0 How Wallonia out-thought the competition<\/h2>\n\n\n\n<p>As well as a funnel that worked like clockwork, the Wallonia campaign was engineered to be more efficient every step of the way &#8211; and more impactful than the big-spending competition.<\/p>\n\n\n\n<p>Here&#8217;s how:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83e\udef6 Copy that speaks like a human<\/h3>\n\n\n\n<p>The copy tapped directly into a CEO\u2019s anxiety: disrupted supply chains, EU regulations, cross-border red tape.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"638\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3.png\" alt=\"Captura de pantalla 2025-06-23 183953\" class=\"wp-image-18272\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3.png 783w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-768x626.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-50x41.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-288x235.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-576x469.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-339x276.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-678x552.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-373x304.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-746x608.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-691x563.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-478x389.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-516x420.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-680x554.png 680w\" sizes=\"auto, (max-width: 783px) 100vw, 783px\" \/><\/figure>\n\n\n\n<p>It got out of the way and let the truth do the work. And that\u2019s why it resonated with executives tired of jargon. In 100 plain-spoken words it hits three pain points (and provides the solutions).<\/p>\n\n\n\n<p>Compare it to the French approach (is it for business owners, or tourists?), and you\u2019ll see why Wallonia\u2019s simpler ad performed better.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"638\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3.png\" alt=\"Captura de pantalla 2025-06-23 184201\" class=\"wp-image-18271\" style=\"width:840px;height:auto\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3.png 783w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-768x626.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-50x41.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-288x235.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-576x469.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-339x276.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-678x552.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-373x304.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-746x608.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-691x563.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-478x389.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-516x420.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-680x554.png 680w\" sizes=\"auto, (max-width: 783px) 100vw, 783px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u270d\ufe0f No expensive shoots. Just copy.<\/h3>\n\n\n\n<p>SWC skipped the high production, opting for bold colours and typography, together with that hard-hitting copy.<\/p>\n\n\n\n<p>It stood out from the competition, and the stripped-back approach was both cost-effective and strategic.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"470\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png\" alt=\"Captura de pantalla 2025-06-23 184338\" class=\"wp-image-18278\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png 762w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-50x31.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-288x178.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-576x355.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-339x209.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-678x418.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-373x230.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-746x460.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-691x426.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-478x295.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-516x318.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-680x419.png 680w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"470\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png\" alt=\"Captura de pantalla 2025-06-23 184414\" class=\"wp-image-18276\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4.png 762w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-50x31.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-288x178.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-576x355.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-339x209.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-678x418.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-373x230.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-746x460.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-691x426.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-478x295.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-516x318.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-4-680x419.png 680w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\" \/><\/figure>\n\n\n\n<p>The modular advertising system meant they could test, iterate, and improve in real time:<\/p>\n\n\n\n<p>\ud83c\udfaf Tailor highly specific messages in targeted industry publications<\/p>\n\n\n\n<p>\ud83c\udfaf Launch real-time creative updates<\/p>\n\n\n\n<p>\ud83c\udfaf Learn, adapt, and optimise on the fly, without a single reshoot<\/p>\n\n\n\n<p>They were so dynamic as to adapt their <a href=\"https:\/\/www.thelondoneconomic.com\/business-economics\/ads-encouraging-british-firms-to-relocate-spotted-at-eurostar-terminals-335311\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">messaging in real-time on Eurostar billboards<\/a>.<\/p>\n\n\n\n<p>Copy-led creative isn\u2019t just cheaper. Used right, it gives you control, speed, and precision targeting.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83c\udfaf Old-school media. Challenger precision.<\/h2>\n\n\n\n<p>SWC advertised where they knew the multinational C-suite already was:<\/p>\n\n\n\n<p>\ud83d\udc49 Full-page Guardian takeovers<\/p>\n\n\n\n<p>\ud83d\udc49 LBC radio sponsorship (they even sponsored the business news)<\/p>\n\n\n\n<p>\ud83d\udc49 High-visibility digital screens in Eurostar lounges<\/p>\n\n\n\n<p>\ud83d\udc49 Persona-targeted TV ads using Sky AdSmart&#8217;s addressable TV<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/vimeo.com\/860179711?fl=pl&amp;fe=vl\"><img loading=\"lazy\" decoding=\"async\" width=\"1120\" height=\"632\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1.png\" alt=\"Captura de pantalla 2025-06-24 125632\" class=\"wp-image-18268\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1.png 1120w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-768x433.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-50x28.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-288x163.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-576x325.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-339x191.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-678x383.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-373x210.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-746x421.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-691x390.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-973x549.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-1048x591.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-478x270.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-956x539.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-516x291.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-1032x582.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-1-680x384.png 680w\" sizes=\"auto, (max-width: 1120px) 100vw, 1120px\" \/><\/a><\/figure>\n\n\n\n<p><br>Every channel was chosen because decision-makers already trusted it. Every euro was spent on a channel where their ICP was sure to be present.<\/p>\n\n\n\n<p>So they only invested in targeted <a href=\"https:\/\/vimeo.com\/860179711?fl=pl&amp;fe=vl\">smart TV advertising<\/a>, not normal TV.<\/p>\n\n\n\n<p>Compare that to the mass approach of other regions (like Normandy&#8217;s London buses) and you can see why pound-for-pound Wallonia\u2019s advertising was more successful.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"942\" height=\"452\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2.png\" alt=\"Captura de pantalla 2025-06-23 185119\" class=\"wp-image-18270\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2.png 942w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-768x369.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-50x24.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-288x138.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-576x276.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-339x163.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-678x325.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-373x179.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-746x358.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-691x332.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-478x229.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-516x248.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-2-680x326.png 680w\" sizes=\"auto, (max-width: 942px) 100vw, 942px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\ud83d\udd0d ABM in a government campaign<\/h2>\n\n\n\n<p>The competitive advantage came when Wallonia started to act like a challenger, not a slow-moving institution.<\/p>\n\n\n\n<p>Using IP tracking, they identified which companies their advertising had driven to the Wallonia site, but that hadn&#8217;t converted.<\/p>\n\n\n\n<p>They took the data to LinkedIn, to target the company\u2019s decision-makers with personalised advertising and one-to-one outreach.<\/p>\n\n\n\n<p>This actually happened:<\/p>\n\n\n\n<p>1\ufe0f\u20e3 Employees of GSK &#8211; a big target for Wallonia\u2019s life sciences sector visits the Wallonia website thanks to the advertising campaign.<\/p>\n\n\n\n<p>2\ufe0f\u20e3 SWC identifies the visits, and makes a list of decision makers on LinkedIn.<\/p>\n\n\n\n<p>3\ufe0f\u20e3 Ads personalised to GSK, and each individual, are built in moments.<\/p>\n\n\n\n<p>4\ufe0f\u20e3 Once a target had seen the ad 4 times, business development stepped in with LinkedIn messages, emails, and old-school phone calls.<\/p>\n\n\n\n<p>Did it work?<\/p>\n\n\n\n<p>Yes.<\/p>\n\n\n\n<p>In 2023 GSK opened a \u20ac250 million manufacturing hub in Wallonia, and in 2024, their largest pharmaceuticals warehouse.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"783\" height=\"638\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3.png\" alt=\"Captura de pantalla 2025-06-23 185439\" class=\"wp-image-18273\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3.png 783w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-768x626.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-50x41.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-288x235.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-576x469.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-339x276.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-678x552.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-373x304.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-746x608.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-691x563.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-478x389.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-516x420.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/image-3-680x554.png 680w\" sizes=\"auto, (max-width: 783px) 100vw, 783px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\ud83d\udcc8 Results that made the UK take notice<\/h3>\n\n\n\n<p>More than 1,000 companies registered interest in relocating or expanding to Wallonia, and several thousand new jobs were created through expansions tied to the campaign.<\/p>\n\n\n\n<p>And the big fish: GSK, a global pharma leader, relocated its operations. Proof that the funnel worked all the way from copy to conversion.<\/p>\n\n\n\n<p>Here&#8217;s the takeaway:<\/p>\n\n\n\n<p>You don\u2019t need a million-euro budget. You need a clear message, creative that stands out, and laser targeting (okay, and maybe a Sortlist <a href=\"https:\/\/www.sortlist.com\/advertising\">advertising agency<\/a> to run it \ud83d\ude09).<\/p>\n\n\n\n<p>And that&#8217;s it! I hope this one sparked ideas.<\/p>\n\n\n\n<p>If it did, forward it to a friend, show some love on LinkedIn, or subscribe for the next edition. We\u2019ll be breaking down how a celebrity-backed, punk brand of vegan shoes (really) launched to mainstream success.<\/p>\n\n\n\n<p>See you there,<\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/john-m-platt\/\">John<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week&#8217;s edition of Great Business Stories is about a match made on Sortlist. Where Wallonia found an agency ready to market a whole region (that&#8217;s SWC Partnership). But it&#8217;s not just about how to market a region. It&#8217;s about the secret funnel that, if it can work to capture well over \u20ac250 million in [&hellip;]<\/p>\n","protected":false},"author":137,"featured_media":18266,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_show_comment_boards":false,"content-type":"","om_disable_all_campaigns":true,"footnotes":""},"categories":[211],"class_list":["post-18264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Breaking down a \u20ac250 million\u00a0B2B marketing funnel - Sortlist Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.com\/blog\/b2b-marketing-funnel-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Breaking down a \u20ac250 million\u00a0B2B marketing funnel - Sortlist Blog\" \/>\n<meta property=\"og:description\" content=\"This week&#8217;s edition of Great Business Stories is about a match made on Sortlist. Where Wallonia found an agency ready to market a whole region (that&#8217;s SWC Partnership). But it&#8217;s not just about how to market a region. It&#8217;s about the secret funnel that, if it can work to capture well over \u20ac250 million in [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sortlist.com\/blog\/b2b-marketing-funnel-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"Sortlist Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-12T09:46:07+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-12T09:46:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/2\/2025\/08\/awex-x-swc-2.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"John Platt\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@john_platt\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"John Platt\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/b2b-marketing-funnel-case-study\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/b2b-marketing-funnel-case-study\\\/\"},\"author\":{\"name\":\"John Platt\",\"@id\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/#\\\/schema\\\/person\\\/f086e592ad349648da54b3628260d897\"},\"headline\":\"Breaking down a \u20ac250 million\u00a0B2B marketing funnel\",\"datePublished\":\"2025-08-12T09:46:07+00:00\",\"dateModified\":\"2025-08-12T09:46:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/b2b-marketing-funnel-case-study\\\/\"},\"wordCount\":1037,\"image\":{\"@id\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/b2b-marketing-funnel-case-study\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cdn.blog.production.sortlist.cloud\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2025\\\/08\\\/awex-x-swc-2.webp\",\"articleSection\":[\"Sortlist Insights\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/b2b-marketing-funnel-case-study\\\/\",\"url\":\"https:\\\/\\\/www.sortlist.com\\\/blog\\\/b2b-marketing-funnel-case-study\\\/\",\"name\":\"Breaking down a \u20ac250 million\u00a0B2B marketing funnel - 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