Beamer B-Series lead generation emails and laser marking machine visuals
Beamer Laser Marking · Email & Automation

Beamer B-Series Launch: Lead Generation to Salesforce

For the Beamer B-Series launch, I built a lead generation system that connects engineering specs to Salesforce attribution. It tracks genuine technical interest from first click all the way to a Salesforce lead record.

  • Lead Generation
  • Marketing Attribution
  • Email Development
  • CRM Integration
  • Creative Production

My Role

Strategy, automation, and front-end development for the launch.

The Challenge

The B-Series targets manufacturing engineers, an audience that filters out marketing fluff. They look for technical specs, durability, and plug-and-play proof before engaging. So the challenge wasn’t just launching a product. It was building a system that could qualify real technical interest and follow it all the way into Salesforce.

How the Lead Generation System Works

One Source of Truth

Salesforce became the single source of truth for lead qualification. An automated pipeline turns brochure downloads into high-priority sales tasks, so reps act on intent, not raw traffic.

Attribution, Not Vanity Metrics

Custom event listeners in Google Tag Manager validate high-intent behaviour. That gives the attribution data to measure the campaign’s real contribution to pipeline.

Bulletproof Email

MJML standardised the email code, so it renders in legacy Outlook and modern devices alike. As a result, QA time dropped while brand rules held.

Digital Product Imagery

High-fidelity product visuals were composited digitally. That allowed fast A/B tests of dark versus light creative, with no photoshoot.

Results

  • +33% leads Uplift from the launch campaign
  • Closed loop Engagement tracked from first click to Salesforce lead record
  • Faster QA MJML templates render across Outlook and modern clients

Tech Stack

The system connects three layers:

01 · Capture

GA4 and Google Tag Manager custom events that flag high-intent behaviour.

02 · Engage

MJML and HTML emails with digitally composited product imagery.

03 · Close

Salesforce as the single source of truth, with automated sales tasks.

  • Salesforce
  • GA4 & Tag Manager
  • MJML & HTML
  • Adobe Creative Suite

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