In B2B marketing, there’s one golden rule: if your offer doesn’t stop the scroll, you’re already dead. Brands that refuse to test, adapt, and produce native creatives fast enough don’t just fall behind — they vanish.

Because in 2025, those who aren’t building platform-native lead systems with fast creative testing die broke, forgotten, and with a CPL that makes your CFO cry.The Challenge: Zero Local Data, Zero Materials, Zero Time

UpRest — a restaurant POS and back office software brand — was ready to launch in Portugal. They had a powerful product and a bold offer: free hardware, smart automation, and AI-powered food cost control.

But there was a problem.

They had no content.
No validated messaging.
No sales funnel.
No understanding of how the Portuguese market would respond.

Their challenge was universal: how to enter a new market fast, build brand awareness, and generate high-quality leads — without wasting weeks and budget on guesswork.

What We Set Out to Do

Together, we defined four clear goals:

• Launch in Portugal with a clear, localized value proposition

• Test and validate offers to optimize for lowest cost per lead (CPL)

• Build a lightweight but effective lead generation system from scratch

• Scale with platform-native content on Meta and LinkedIn

Phase 1: Research + Offer Hypotheses

We started with rapid market analysis, including:

• Mapping the target audience: restaurant owners and managers

• Identifying pain points (cost control, tech overwhelm, unreliable support)

• Defining value pillars:

  1. Free equipment

  2. AI-based automation

  3. Simple setup and onboarding

From there, we built offer hypotheses to test across formats and platforms.

Phase 2: Full Marketing Kit from Scratch

With no existing content, we moved fast to build everything UpRest needed:

• 🧩 One-pager & pitch deck: for structured lead nurturing

• 🎯 Ad copy & offer variants: aligned with buyer pain points

• 🎥 Visuals, animations & AI-generated creatives

• 📲 Over 20 posts for Meta & LinkedIn: to fuel brand visibility

Everything was designed to be modular, testable, and scalable.

Phase 3: Video Ads in 3–10 Days

To reach our audience fast, we produced 20–30 second video ads with a mobile-first, story-driven approach:

• Scripting via Google Sheets + Figma templates

• Filming with phones for native social feel

• Editing via CapCut Pro and Adobe AI for voice/audio polish

• Output optimized for Meta Ads (Stories & Reels)

Time-to-publish for most assets: under 120 minutes.

Phase 4: Campaign Launch & Performance Optimization

We launched multiple campaign variations on Meta:

• Testing different hooks, visuals, copy, and CTAs

• Monitoring CPL, CTR, CVR daily

• Scaling winning combos and cutting what underperformed

• Reinvesting results into new creative tests

The feedback loop was weekly — not quarterly. Speed = learning.

Results: CPL Cut by 3x + Predictable Lead Flow

🚀 CPL Improvement

• Before: €10.97 per lead

• After: €2.75 per lead

We achieved this through creative testing, message clarity, and hyper-focused ad spend.

🧲 100+ Qualified Leads

• High-intent leads on a lean budget

• Target audience matched with precision: owners and decision-makers

• Stable results allowed the client to pause scaling — by choice

💬 Client Feedback

“Leads are great. Great quality, truly interested leads.”
“Only one bad apple so far.”
“Cost stabilized, we’re not increasing budgets for now.”

What Made It Work

• ✅ Clear hypotheses → structured testing

• ✅ Agile video production = speed to learn

• ✅ Content built natively for platforms like Meta & LinkedIn

• ✅ End-to-end managed process — no need for internal marketing hires

This wasn’t about hacks or gimmicks — it was lean, creative-led performance marketing for a B2B SaaS in a new market.

Lessons for B2B Brands Launching in New Markets

If you're a SaaS, AdTech, or vertical-specific B2B platform entering a new region, here’s what you should take from this case:

• Don’t wait for perfect. Get to market with the leanest version of your story — and start learning.

• Use paid social to validate fast. Meta is still a goldmine for discovery-stage B2B leads — if you speak the language of the feed.

• Creative > media budget. If your offer hits, you can lower costs and increase volume without spending more.

• Test like a product team. Weekly sprints, fast feedback, and rapid iteration beat static campaigns every time.

Ready to Launch and Lower Your CPL?

If you’re entering a new market, testing offers, or tired of overpaying for leads — you’re one sprint away from predictable growth.
We’ll help you launch fast, test smarter, and convert more with lean creative-driven campaigns.

Let’s build your lead engine from zero to results — https://tally.so/r/3jElgx

FAQ

Can you launch campaigns if we have no assets or sales materials?
Yes — we build everything from scratch: one-pagers, video ads, landing pages, and outreach scripts.

What platforms do you focus on for B2B lead generation?
We specialize in Meta (Facebook/Instagram), LinkedIn, and email-based funnels depending on audience and offer.

How fast can we go live?
We typically launch the first test campaign within 7–10 days from kickoff.

Do you only work with SaaS brands?
No. We work with productized B2B services, AdTech, SaaS, and tech-enabled companies in need of qualified leads.

Can you help us scale after validation?
Yes — we can support scaling with creative systems, growth marketing ops, and retargeting strategies.