How a Sustainability SaaS Platform Lifted Qualified Lead Conversions by 2.5x

‍“Eben and his team are go-to-market experts. They have a wealth of experience working with climate tech companies of various sizes.”

- Chip Horton, CEO, Tellus Markets

Tellus had a strong product and a clear mission but lacked the marketing bandwidth to scale outreach or test their buyer messaging at speed. They needed a structured, repeatable system to:

• Build qualified pipeline fast
• Learn which messages and offers convert
• Align marketing and sales around reliable data

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We were asked to design a lean, evidence-based go-to-market motion that could run continuously, without the heavy overhead of traditional campaigns.

The Numbers

+2.5× Qualified Leads Converted
+413 % Prospect to MQL Growth
9 Enterprise Opportunities ($450 K)
3.5× Faster Campaign Launch Times

The Approach

We built a consistent ABM program designed to experiment, measure, and iterate weekly. The process followed Cleantech Growthlab’s Zero-Waste GTM framework: a rhythm of Weekly Growth Loops, Monthly Reviews, and Quarterly Scale Cycles.

1. Audience Definition

Working closely with the Tellus team, we mapped high-value buyer groups across sustainability, energy, and senior finance roles at mid-to-enterprise-level organizations in North America. These audiences became the base for all A/B tests.

2. Experiment Setup

Each week, we launched controlled A/B tests across email sequences and ad variations:

• Subject lines: tested clarity, curiosity, and direct value statements.
• CTAs: experimented with demo vs. consultation offers, adjusting tone and urgency.
• Buyer narratives: rotated value props like compliance simplification, decarbonization ROI, and reporting speed, so that we can identify which angle resonated by segment.

Every result was logged and compared in shared dashboards. Winning variants fed into the next week’s sequence, compounding performance over time.

3. Campaign Infrastructure

• Outbound email automation built in HubSpot and Apollo
• Personalization at scale: each sequence adapted by sector and job title
• Conversion paths linked directly to demo scheduling. No SDR hand-off delays
• Engagement data synced automatically for follow-up and reporting

4. Continuous Improvement

Weekly loops ensured that no experiment ran in isolation. Each Friday, we reviewed open rates, click-throughs, and MQL conversion to choose what to refine or retire.
Every month, we produced a concise performance summary with insights and recommended next tests.

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5. Interactive Webinar Series

Getting valuable founder knowledge into the market with limited resources is a challenge. We started live monthly sessions (‘Climate Disclosure Mastery’) to give the Tellus Markets founders a platform to share deep domain insight without heavy production overhead.

1. Generated new leads with high intent
2. Shared exclusive assets with attendees post event
3. Introduced product and consultation opportunities after webinar
4. Collected market insight and questions
5. Post‑event, we distributed exclusive assets and offered consults, creating a warm bridge from education to pipeline.

78 unique registrants and repeat attendees fed a steady stream of high‑intent leads and surfaced real‑time market questions for content fuel.

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Key Assets Created

• Conversion-optimized email copy and sequences
• B2B sales collateral and buyer’s guide
• Strategic messaging and short-form ad assets
• Lightweight reporting dashboards

These materials gave the team reusable infrastructure, a framework they could keep improving internally after the pilot ended.

What Worked

1. Consistency over complexity. Weekly iterations compounded; small lifts each week added up to large gains.
2. Clear measurement. Every test had a single success metric.
3. Shared visibility. Both teams saw results in the same dashboard, keeping focus on learning, not guessing.

The program became a repeatable engine that Tellus could continue operating: measurable, efficient, and fully transparent.

By the Numbers

+2.5× Qualified Leads Converted
+413 % Prospect to MQL Growth
9 Enterprise Opportunities ($450 K)
3.5× Faster Campaign Launch Times

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