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Process walkthroughs

From cold traffic to LTV: marketing processes by industry

How a stranger becomes a loyal customer, stage by stage: which tools you use, which strategy you apply, what you actually do and which numbers you track. Plus messages written on each industry's real pain points and the tests that show what works.

Choose your industry

B2B and professional services

For consultancy, accounting, IT, legal or agencies: how to reach decision-makers without relying only on referrals, and how to turn one contract into years of collaboration.

eCommerce

The first order rarely covers the cost of the ad. Profit comes from the customer who returns, so the process is built from LTV towards the budget, not the other way round.

Hospitality and local services

The local customer decides in a few minutes, on their phone. The place that wins appears first, looks real and makes booking easy, then brings people back with genuine reasons.

Clinics and healthcare

In healthcare, trust comes before the booking. The process puts the doctors, clear explanations and indicative prices first, with patient data protected at every step.

Industrial machinery

The engineer compares specifications, the buyer compares total cost and management compares risk. The process answers each of them and continues long after delivery, through service and parts.

Agricultural processing machinery

Farmers buy after seeing the machine working for someone like them and after understanding the cost per tonne. The process follows the farming calendar, not the agency's calendar.

Food processing machinery

Food producers buy capacity, food safety and short cleaning times. The process demonstrates all three with their own product, before the offer.

Machinery rental and leasing

The request usually comes in a hurry, for a project that has already started. The winner shows availability, price and terms, then turns the project into a framework contract.

B2B manufacturing and factories

The industrial buyer is looking for a stable supplier: capacity, consistent quality and deadlines kept. The process shows the evidence before the first order and confirms it every month after.

The method in 8 stages

The same 8 stages in any industry; the channels, the pace and the words change.

  1. Cold trafficPeople who don't know you see you for the first time.
  2. InterestThey come back, read, watch and compare.
  3. LeadThey leave a signal: an enquiry, a booking, a sign-up or a basket.
  4. Qualification and offerYou check the fit and make the proposal.
  5. CustomerThe first order or the first contract.
  6. Delivery and activationThe customer reaches the first good result quickly.
  7. Retention and expansionThey come back, renew and buy more.
  8. LTV and referralsValue over the whole relationship and new customers brought by existing ones.

The copywriting frameworks we test

No framework wins everywhere. We write them on the customer's pain points and test them against each other, at the same stage and with the same audience.

AIDA

  • Attention
  • Interest
  • Desire
  • Action

Cold traffic ads and landing pages. · Cold traffic

PAS

  • Problem
  • Agitation
  • Solution

Ads and emails, when the pain is clear and recognised. · Interest

FAB

  • Feature
  • Advantage
  • Benefit

Product pages, technical sheets and offers. · Qualification and offer

BAB

  • Before
  • After
  • Bridge

Case studies, retargeting and nurturing emails. · Lead

4U

  • Useful
  • Urgent
  • Unique
  • Ultra-specific

Headlines, email subject lines and the first lines of ads. · Cold traffic

How we test without fooling ourselves

  1. One variable per test: the headline, the offer or the button, not all at once.
  2. One primary metric chosen before the test, tied to the stage of the process.
  3. Enough volume: calculate the sample size beforehand with an A/B test calculator, and don't stop the test at the first good result.
  4. At least one full business cycle (usually two weeks), so you catch both the weak days and the strong ones.
  5. The result goes into the test log: hypothesis, variants, figures, decision. The winner becomes the new control.

The metrics, in plain words

CPM
The cost of 1,000 impressions.cost ÷ impressions × 1,000
CTR
The share of people who clicked after seeing the ad or the search result.clicks ÷ impressions
CPC
The cost of one click.cost ÷ clicks
New visitors
People reaching the site for the first time, by source.from Google Analytics 4
Engagement rate
Sessions in which people read, scrolled or interacted, out of all sessions.engaged sessions ÷ sessions
50% video views
How many watched at least half of a clip.50% views ÷ impressions
Conversion rate
The share of visits that become an enquiry, a booking or an order.conversions ÷ visits
CPL
The cost of one lead: an enquiry, a booking or a subscriber.cost ÷ leads
Time to first response
How long it takes from enquiry to first contact.average, in hours
MQL → SQL rate
How many marketing-qualified leads become real sales opportunities.SQL ÷ MQL
Offer acceptance rate
Offers or plans accepted, out of those sent.accepted ÷ sent
Win rate
Orders or contracts won, out of open opportunities.won ÷ opportunities
Sales cycle
Days from first contact to contract.average, in days
CAC
Customer acquisition cost: everything spent on marketing and sales, divided by new customers.total cost ÷ new customers
Average value
The average value of an order, a bill or a contract.revenue ÷ orders
Activation rate
Customers who reach the first useful result within the agreed period.activated ÷ new customers
NPS
How likely a customer is to recommend you, on a scale from 0 to 10.% promoters minus % detractors
New reviews and average rating
How many genuine reviews appear each month and how the rating moves.per platform, monthly
Show-up rate
Appointments or bookings honoured, out of those made.honoured ÷ made
Cart abandonment rate
Baskets left unfinished, out of those started.abandoned ÷ started
Repeat purchase rate
Customers who buy again or renew within a given period.repeat customers ÷ customers
Churn
Customers lost in a period, out of those at its start.lost ÷ customers at the start
LTV
The margin a customer brings over the whole relationship.value × purchases per year × margin × years
LTV : CAC
How much a customer brings compared with what it costs to win them.LTV ÷ CAC
CAC payback
The months in which the customer's margin covers the acquisition cost.CAC ÷ monthly margin per customer
Referral rate
New customers who came through referrals, out of all new customers.from referrals ÷ new customers