The pain
Every lead Everflow worked came from a broker, at around £60 a time, before a salesperson had so much as picked up the phone. The broker market was thin, every competitor was buying from the same pool, and the price only ever moved in one direction.
That meant no control over volume, no control over quality, and no way to grow without paying someone else more for the privilege.
The problem underneath
The leads were never the real issue. Everflow had no channel of its own: the message and the offer had never been built for direct acquisition, there was no qualifying step between an enquiry arriving and a salesperson picking it up, and nothing nurtured the enquiries that did not convert on the first call.
Good enquiries and time-wasters reached the same person, the same way, at £60 each.
What we built
A channel Everflow owns outright, front to back.
- Front-end ad delivery on Meta and Google, managed to cost per qualified enquiry
- A rebuilt message and offer for a direct channel
- A qualifying enquiry journey with budget, timing and intent built in
- The backend nurture and follow-up system, built on Salesforce Marketing Cloud
- Source tagging on every enquiry, first touch to closed deal
How we did it
Message first. Before a pound of media ran, the offer was rebuilt around why a business should switch supplier now rather than at renewal. The qualifying journey went in front of the campaigns so budget, timing and intent were known before a salesperson was involved.
Then the backend: Salesforce Marketing Cloud configured to nurture every enquiry that was real but not ready, so the media spend kept working after the click. Campaigns were reviewed weekly against one number, cost per qualified enquiry, with losers cut and winners scaled.
The results
Cost per lead fell from £60 to £15 — a quarter of what the brokers charged. Lead volume rose 120% across Q1 2026. And the channel has produced 100 leads a month for 18 consecutive months, with opportunity churn cut by more than half because enquiries arrive qualified.
The outcome
Everflow’s reliance on broker channels is gone as a constraint. The volume can be turned up when the business wants it, the cost is visible to the pound, and no partner sits between Everflow and its own customers. The marketing team describes us as an extension of their own — which is exactly what a built channel should feel like.