MEDIARES
Cases

Selected Commercial Cases

Each case answers one question: what commercial system changed, why it changed, and what measurable outcome followed. Presented as business problems and system interventions — not creative portfolio projects.

Commercial Real Estate — Office & Industrial Leasing

Rebuilding the demand-to-qualified-lead system

Context

A commercial leasing business generating leads across office and industrial segments, with acquisition and qualification handled separately from sales.

Commercial Problem

Lead volume looked healthy, but qualified-lead quality and cost efficiency did not follow. Demand-to-qualified conversion was unpredictable.

Diagnosis

Acquisition, qualification and CRM used disconnected definitions; a single company could hold multiple independent leasing needs the CRM could not model.

Decision

Prioritize a shared qualification framework and CRM restructure over more ad spend; move demand from purely inbound to proactive targeting.

Intervention

Redesigned campaigns and landing pages by submarket, audience and search intent; aligned MQL→SQL criteria across Marketing, CS and Sales.

Execution

Automated lead intake and routing using LLMs to structure inquiry data before routing by business rules; established pipeline quality controls.

Measurement

Tracked qualified-lead growth, cost per qualified lead, lead quality rate and channel contribution rather than raw lead counts.

System Change

Qualification became a shared, governed system across three teams instead of an isolated marketing metric.

  • Qualified leads +70% YoY
  • Cost per qualified lead −53%
  • Acquisition channel scaled 5×
  • Lead quality rate 30% → 41%
B2B Cross-Border Marketplace

Scaling demand without scaling acquisition cost

Context

A two-sided B2B marketplace connecting international buyers with exporters, with demand generation owned across both sides.

Commercial Problem

Growing demand usually meant growing spend. The commercial question was how to scale lead flow while lowering cost per lead.

Diagnosis

Budget and measurement were not separated by marketplace side, and underperforming categories were funded before performance was validated.

Decision

Allocate budget independently per side; adopt a test-then-scale rule that funds categories and markets only after data validates them.

Intervention

Ran technical SEO, content and link building to expand organic demand; cut underperforming segments early.

Execution

Built a custom measurement pipeline connecting ad, website and lead data — replacing a commercial ETL tool — to track performance by side and market.

Measurement

Cost per lead, lead volume and stable lead flow at reduced spend, measured per marketplace side.

System Change

Demand generation became a governed, measured system with independent economics per side rather than one undifferentiated budget.

  • Cost per lead −97% in 9 months
  • Lead volume +600%
  • 1,569 international buyers
  • 678 RFQs in 15 months

Have a commercial system that isn't converting?

The most useful first step is a diagnosis of where the system leaks — before optimizing any single channel.

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