Lead Generation · Singapore
B2B Lead Gen That Sales Actually Trusts.
Funnel design, MQL definitions, scoring, routing, and the marketing-sales handoff that usually breaks. One team running content, paid, ABM, email, and CRM as a single engine, so the pipeline that lands on sales is one they are willing to work.
The Problem
The B2B Lead Generation Problem
Three symptoms every B2B marketing leader recognises. One root cause: a funnel built for volume, not qualified pipeline.
You Hit the MQL Target. Sales Gets Ghosted.
Marketing celebrates the number. Sales calls the leads. Half are not real buyers. The other half are not ready. The funnel looks full from one side and full of junk from the other. By the next quarterly review, the conversation is about who to blame, not what to fix. The pipeline does not move.
The Marketing-Sales Handoff Breaks Quietly.
There is an MQL definition on a slide. No rep follows it. Lead scoring runs in the CRM but no one can defend the weights. Follow-up SLAs are aspirational. Leads sit untouched for three weeks, then sales blames lead quality and marketing blames sales velocity. The handoff was never built. It was assumed.
The Funnel Leaks. No One Knows Where.
Top of funnel looks fine. Bottom of funnel looks fine. Somewhere in the middle, the leads disappear. The team has theories. There is no measurement. Every quarter, the same hypothesis: we need more leads. The real problem is that the middle of the funnel was never instrumented, so the leak cannot even be named, let alone fixed.
Enterprise B2B Brands We've Built Lead Engines For
The Method
How a Lead Generation Engagement Runs
Four phases. Each one earns its place before the next. Depth scales to your scope. The sequence stays constant.
Results
Lead Engines That Delivered
Real outcomes from lead generation programmes across Singapore and Southeast Asia.
From $1,000 to $108 average CPL across six SEA markets.
Delivered across Indonesia, Malaysia, Singapore, Vietnam, Philippines, and Thailand.
1,306 qualified leads against a 466 target. CPA dropped 82%.
39,609 microsite visits. Adopted as CommScope's global best-practice.
Client Results
Lead Engines That Delivered Pipeline
Funnel design, multi-market execution, and qualified pipeline. Enterprise B2B results across Singapore and Southeast Asia.
SAP Business One — Southeast Asia
Challenge
SAP's Business One product needed BANT-qualified leads at scale across six SEA markets to feed its partner sales channel. Top of funnel was throttled at fewer than 30 leads a month. CPL sat at $1,000 — unsustainable for the SME deal size B1 is built for.
Approach
Rebuilt the engine around the actual B1 buyer. Persona-specific landing pages, message personalisation by role, platform-fit creative across Search, Display, Canvas and Lead Ads. HubSpot routing wired straight into partner sales so qualified names landed with the channel team ready to work them. One funnel architecture and one routing layer running all six markets in parallel.
Result
3,702 BANT-qualified leads delivered across Indonesia, Malaysia, Singapore, Vietnam, Philippines and Thailand at $108.38 average CPL — a 10x cost reduction from the $1,000 baseline. Pipeline fed directly into SAP's partner sales team for follow-up.
Duke-NUS Medical School
Challenge
A recruitment programme that had to attract candidates from non-medicine backgrounds and expand beyond Singapore into China and the USA, against a traditional, one-size-fits-all marketing approach that was not reaching them. The bar: a 466-lead target and a $75.43 cost-per-acquisition ceiling, reaching students with degrees in Natural Sciences, Health, and Bio/Tech Engineering across three geographic markets.
Approach
Rebuilt the engine around persona-based intent and a properly scored qualification model. Repositioned the recruitment value proposition, then ran the programme across Meta, Google, LinkedIn, and Search, matched to each audience and market.
Result
1,306 qualified leads against the 466 target (280% above), achieved in two months, with CPA at $14.05 — 82% below the $75.43 ceiling. Gold for Excellence in Performance Marketing, Marketing Excellence Awards 2022.
CommScope RUCKUS Cloud — APAC
Challenge
A regional APAC programme for CommScope's RUCKUS Cloud product facing low awareness in a crowded cloud-networking market, needing to reach specific B2B buyers whose pain points differed by role. The unstated bar was higher than the region itself: the result had to be strong enough that the wider business would adopt it as the template for other regions.
Approach
Built a persona-led acquisition engine: a dedicated microsite, persona-based messaging and creative, and prospecting across Facebook and LinkedIn, with lead capture mapped to the buyer journey.
Result
39,609 microsite visits and 27,548 additional new users in under 3 months. The programme was adopted by the wider business as best-practice for other regions.
Why Construct Digital
Why Our Lead Engines Hold Up
Six reasons B2B marketing leaders choose us over a lead gen agency, a media buyer, or a CRM vendor promising pipeline.
Engine Design, Not Just Campaigns
Most lead gen agencies run campaigns. They buy media, build a landing page, watch the form fills. That is downstream work. The engine — funnel architecture, MQL definitions, scoring, routing, handoff SLAs, measurement — is the upstream design that decides whether any campaign converts. Run the engine right and any campaign you put through it converts better.
Built Around the Marketing-Sales Handoff
The real failure in B2B lead gen is not volume. It is that sales does not trust the leads. Every programme is designed with the handoff in mind from day one: MQL definitions sales actually agrees with, scoring weights they can defend, SLAs with accountability on both sides. The handoff stops being a quarterly argument and starts being a working process.
One Engine. Many Channels. Not the Other Way Around.
SAP Business One needed leads across Indonesia, Malaysia, Singapore, Vietnam, Philippines, and Thailand. Six markets, five channels: Search, Display, Canvas Ads, Lead Ads, organic. One funnel architecture. One HubSpot routing layer feeding partner sales. 3,702 BANT-qualified leads at a 10x cost improvement. That is one engine running multiple channels.
Operated the Stack. Not Just Integrated With It.
HubSpot, Salesforce, Marketo, Pardot. Lead engines built and run on all four, plus custom stacks. The team knows where each one is strong, where each breaks at scale, and when the existing tool is genuinely the bottleneck versus when it is a configuration problem. Stack changes get recommended when they earn it.
Measured to Pipeline, Not Form Fills
Every programme has a measurement framework before launch: lead quality by source, conversion by stage, handoff SLA adherence, pipeline contribution by programme. Finance can defend the budget. Sales can agree with the attribution. Marketing leaders can take it into the next quarterly review without arguing the numbers.
AI Where It Multiplies. Humans Where It Matters.
AI runs the high-volume work: creative variant testing, message permutations across personas, scoring weight tuning against actual conversion data, A/B analysis at speed. Humans run the high-stakes calls: what an MQL actually means to your sales team, where to spend the next dollar, when to kill a channel that converts volume but not value. The mistake most agencies make is letting AI make calls only humans should. The other mistake is using humans to do work AI is now better at. We do neither. What you pay for is the judgement; the production it sits on runs AI-native, so you get more variants tested and more of the funnel watched for the same engagement, without the per-hour markup most agencies charge as the work scales.
Engagement Model
Three Engagement Shapes
Lead Generation is sold as a discrete service or as a retainer. Engage at the depth that fits the gap.
Funnel Audit + Strategy
Diagnose where the funnel is leaking. Design the engine. Full-funnel audit, MQL/SQL definition workshop with marketing and sales, scoring and routing design, measurement framework. 4–6 weeks. Output: a funnel map, MQL definitions both sides own, scoring weights, and an engine blueprint. Stands alone or precedes a Build engagement.
Lead Engine Build
Architecture to launch. Everything in Audit, plus: lead magnet strategy and production coordination, landing page CRO build, form and qualification flow design, CRM and marketing automation integration, handoff SLA implementation, measurement layer in dashboards. 8–12 weeks. Output is an operating lead engine your team owns after handover.
Lead Generation Retainer
Run the engine. Optimise the engine. Ongoing programme management: monthly content offer cadence, paid amplification, channel optimisation, handoff governance, monthly reporting. Retainer-based with a defined SLA. For marketing leaders where the engine is built and the work is keeping it sharp.
Testimonials
What Our Clients Say About Our Lead Programs
[Placeholder: testimonial from a client whose MQL framework we rebuilt — sales agreement, lead quality lift.]
[Placeholder: testimonial from a client whose multi-channel engine we orchestrated.]
[Placeholder: testimonial from a client on the marketing-sales handoff repair.]
Got Questions
Lead Generation FAQs
ABM is a targeting strategy: programmes aimed at named accounts and their buying committees. Lead Generation is a funnel discipline: designing and running the engine that converts prospects into qualified pipeline at scale. They work together. An ABM programme needs a lead engine to capture and qualify the accounts it targets. A lead engine works better when ABM tells it which accounts matter most. Most enterprise programmes need both.
Performance Marketing is paid media: buying audience attention through ad platforms — Google, LinkedIn, programmatic — and optimising the spend. Lead Generation is the funnel and qualification work that turns that attention into qualified pipeline. PM brings traffic. Lead Gen turns it into something sales can close. Most enterprise programmes run them together as an integrated retainer.
Both. The handoff is designed and owned as part of every engagement. MQL definitions both teams sign off on. Scoring weights with defendable logic. Routing rules tied to ICP and territory. SLAs with accountability on both sides. Weekly handoff SLA tracking. Fixing the handoff usually has more impact than buying more traffic.
Whatever your sales team will accept and work. The job is to facilitate the workshop that gets marketing and sales to agree on a definition both sides defend, then encode that definition in scoring weights, routing rules, and reporting. B2B patterns inform the workshop — firmographic fit, intent signals, content engagement, form completion — but the final definition is yours, not ours.
Yes. HubSpot, Salesforce, Marketo, Pardot, or custom stacks. We integrate with what you already run and recommend changes only when the existing tool genuinely cannot do what the engine needs. We do not bring a preferred stack and force you onto it.
Funnel Audit + Strategy: 4–6 weeks to the engine blueprint. Lead Engine Build: 8–12 weeks to operating. First measurable lead flow inside the first 4–6 weeks of go-live, with volume scaling as the scoring model learns from actual conversion data and the handoff cadence beds in. Expect the first reliable monthly volume number around month 3. Progress is reported weekly. The model gets adjusted monthly.
The lead engine pulls from every other service in the stack. Inbound & Content Marketing produces the lead magnets. SEO and GEO drive organic discovery. Performance Marketing amplifies paid. ABM targets named accounts. Email / Lifecycle Marketing nurtures captured leads. CRM & Marketing Automation holds the data and runs the routing. They run as one integrated retainer or scope separately, depending on where the gaps are.
Ready to Begin
Find Out Where Your Funnel Is Leaking Pipeline
Most B2B lead programmes underperform because the engine was never designed. MQL definitions live on a slide nobody follows. Scoring weights are arbitrary. The marketing-sales handoff is aspirational. The middle of the funnel was never instrumented. A 4–6 week audit shows where the leaks are, and what an engine that actually works looks like. Start with a conversation. No pitch deck. An honest read.