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Sales-qualified leads
generated
LinkedIn Ads
LinkedIn Outreach
Google Search
Flipspaces wanted to reach organizations planning, expanding or transforming their workplaces. The challenge wasn’t simply generating interest.
It was reaching the right companies, the right decision-makers and the right buying moments. A workplace decision can involve corporate real estate, facilities, procurement, workplace strategy, administration, operations and business leadership.
A single-channel demand generation strategy leaves too many of those openings untouched.
Real estate, facilities, procurement, workplace strategy and operations all hold part of the decision. Reaching one of them is not reaching the account.
A workplace project starts when a lease moves, a headcount plan changes or an office is being reimagined. Demand has to exist before the search begins.
Paid media alone catches attention. Search alone catches active intent. Neither covers an account across the full arc of a decision.
Fuego didn’t run six marketing activities. We orchestrated six channels around a defined set of target accounts and the people inside them who influence a workplace decision.
Enterprise buyers don’t move through your funnel in a straight line.
They move when timing, intent and relevance intersect.
Account-based marketing set the universe: the organizations plausibly planning, expanding or transforming a workplace, and the functions inside them that shape the decision.
LinkedIn Ads built repeated exposure across the target account universe, so Flipspaces was already familiar before any direct approach.
LinkedIn outreach created direct conversations with relevant decision-makers, and email marketing continued those conversations at account level rather than restarting them.
Google Search caught the accounts already looking — the moments when a workplace requirement had become explicit and immediate.
Events created high-intent, in-person interaction with relevant prospects and accounts. Every lead the program recorded was treated as sales-qualified: a decision-maker with a potential business requirement or demonstrated interest, ready for a sales conversation.
The organizations worth pursuing, and the functions inside them that shape a workplace decision
LinkedIn Ads build familiarity, outreach and email open direct conversations
Google Search captures the accounts already actively looking
Events and 1:1 engagement convert account interest into conversations sales can act on
Channels running separately
Each activity generated interest on its own, with no shared account view.
One touchpoint per prospect
A single channel reaches a single moment in a long decision.
Leads without account context
Volume without knowing whether the account mattered.
Demand only at the point of search
Marketing output, not sales input
Six channels, one account system
ABM, paid, outbound, email, search and events coordinated around the same accounts.
Multiple ways into the journey
An account could enter and progress through more than one path.
Decision-makers, not contacts
Engagement aimed at the functions that actually shape the decision.
Demand created before the search began
66 sales-qualified leads for sales to act on
LinkedIn Ads
30 SQLs — awareness and repeated exposure inside the target account universe
LinkedIn Outreach
28 SQLs — direct 1:1 conversations with relevant decision-makers
Google Search
8 SQLs — captured where active demand already existed
The campaign’s core commercial deliverable
Every lead recorded was treated as sales-qualified: a decision-maker with a potential requirement or demonstrated interest
The question is whether they’re seeing you, engaging with you — and eventually talking to your sales team.
