From high-cost leads to a scalable B2B pipeline

The Brand

The Amazing Flameless Candle (TAFC) is a B2B-focused manufacturer and distributor of flameless candles, serving commercial clients such as event planners, hospitality groups, and retailers. Demand for the product was real, but the lead generation engine behind it wasn’t keeping pace, and inefficiency was quietly eating into the upside.

The Challenge

TAFC was generating leads, but at an unsustainable cost. Their cost per sales-qualified lead (CPSQL) sat well above target, straining both marketing efficiency and sales performance. Investment in lead generation was there. What was missing was a system that could deliver higher-quality leads at a lower cost, without asking the sales team to sift through the noise.

The Strategy

Good On Digital restructured the lead generation strategy around efficiency, targeting, and continuous optimization.

• Refined audience targeting to prioritize high-intent prospects instead of chasing volume for its own sake.
• A reworked campaign structure built to improve lead quality and conversion rates at every stage.
• Ongoing performance monitoring and iteration with every adjustment optimizing toward CPSQL specifically.
• Closer alignment with the sales team so marketing output matched real qualification criteria, not just top-of-funnel volume.

The Results

• 120+ sales-qualified leads generated in the first month alone
• CPSQL reduced from $135 to $73.50, well below target
• A significant improvement in lead quality and sales team satisfaction
• A scalable, cost-efficient lead generation engine, built to keep producing

TAFC didn’t just cut costs. They unlocked a system capable of producing consistent, high-quality pipeline at scale. Proof that with the right strategy, even B2B can light it up.