BCG Digital Ventures × AYMI

BCG Digital Ventures sells deep, multi-year, executive-sponsored engagements. The classic enterprise B2B problem applies: a marketing program optimized for lead volume creates noise that sales teams discount, and a marketing program optimized for nothing measurable creates no accountability at all.

The brief was to rebuild the lead-gen system around qualification depth — measure to sales-accepted leads, not form fills — and treat thought leadership as a primary acquisition channel.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Sales-marketing joint diagnostic: which lead sources actually convert to sales-accepted, which content surfaces drive executive-grade signal, which firmographics matter most.

2. Step 02Strategy

   Qualification moved upstream into creative and channel. Thought-leadership content treated as a primary acquisition channel, not a brand exercise.

3. Step 03Creative

   Editorial-register thought leadership — sector reports, executive interview series, structural perspective pieces. Gated only where the gate added signal.

4. Step 04Launch

   Coordinated rollout across LinkedIn (paid + organic), executive-newsletter syndication, and conference programming. Inbound and outbound aligned on the same qualification frame.

5. Step 05Optimize

   Monthly sales-marketing reviews against sales-accepted leads. Spend concentrated on the surfaces and topics generating the highest-quality pipeline.

Qualified leads (sales-accepted) lifted 320% over the engagement with cost per qualified lead down 38%. Conversion rate climbed 45% as the upstream qualification reduced noise; sales-accepted lead count rose 62%. ROAS reached 4.5×.

Beyond the numbers: the sales/marketing relationship improved because both teams now optimize against the same downstream metric.