The Revenue Room - B2B & High-Ticket B2C Marketing

Most paid media accounts in B2B and in B2C Lead-Gen don’t have a targeting problem, but instead, they usually have a creative problem. After auditing more than 30 paid media accounts across both B2B and B2C lead generation in the last 2-3 months, one issue kept appearing over and over again: businesses simply aren’t testing enough creative. In this episode, Harry and Dan explain why creative varia...

In this episode, Harry and Daniel discuss why challenging your own thinking is one of the biggest competitive advantages in performance marketing. Harry shares a recent Google Ads experiment where a bidding strategy he was convinced would outperform actually lost, proving once again that every account, audience and business behaves differently. The conversation explores why marketers should stop r...

In this episode of Unqualified Leads, Harry runs solo through a live case study from one of our healthcare clients, where a series of small, logical fixes to the user journey has just delivered a record-breaking week. It's a short-format episode designed to show what happens when you stop optimising ads in isolation and start optimising the entire flow your leads move through. Most businesses pour...

In this episode of Unqualified Leads, we walk through how to properly set up UTM attribution inside your CRM. It's one of the most overlooked pieces of marketing infrastructure, and one of the first things we audit when we start working with a new business. Most companies rely on the default attribution that GA4 and their CRM provide out of the box. It's not necessarily wrong, but it's rarely set...

In this episode of Unqualified Leads , we break down a real-world paid media experiment that challenges one of the most common assumptions in marketing: spend more equals more growth . After increasing Meta ad spend by 25%, revenue only grew marginally - and media efficiency dropped. On the surface, platform performance looked strong. But once we analysed the data across CRM, GA4, and attribution...

In this episode of Unqualified Leads , Harry Hughes and Dan Hughes break down their core approach to Google Ads for B2B lead generation . From auditing a new account to structuring campaigns for scale, this episode covers the practical frameworks they use to build, manage and optimise Google Ads accounts that are focused on generating qualified pipeline, not just cheap clicks. They start with the...

In this episode of Unqualified Leads , Harry Hughes and Dan Hughes unpack the real difference between demand capture vs demand generation , and why most B2B marketing teams measure it the wrong way. If your business is relying heavily on Google Ads / paid search to “prove” ROI, or you’re stuck in the cycle of switching budget between LinkedIn Ads, Meta Ads and Google based purely on in-platform CP...

In this shorter episode of Unqualified Leads , Harry and Dan break down Google Ads AI Max — what it is, how it works, and the real-world results (good and bad) from live experiments. AI Max isn’t a new campaign type, it’s a layer you can add to existing Search campaigns that expands matching, dynamically optimises assets, and can even choose different final URLs based on intent. When it works, it...

In this episode of Unqualified Leads , we break down why server-side tracking is now non-negotiable for paid media teams. If you are still relying on pixel-only tracking, you are losing conversion data, weakening algorithm optimisation, and making your campaigns perform worse than they should. We cover: The difference between browser tracking and server-side tracking How Conversion API works for M...

In this episode of Unqualified Leads , we break down why chasing lead volume in B2C often creates more problems than growth. We dig into how high lead volume quietly destroys sales efficiency, where poor qualification actually happens inside the funnel, and how marketers can take responsibility for protecting sales time rather than overwhelming it. You’ll learn how to diagnose lead quality issues...

In this episode of Unqualified Leads , we switch things up and walk through a real client case study: a B2B Company doing £10-20m ARR, operating globally, but with one major catch: they had never run paid media before . We break down how we approached a zero-history ad account, how we handled multiple products with multiple ICPs across broad geographies, and why we deliberately went broader than w...

In this episode of Unqualified Leads , we go deep on signals and why they have become critical in modern B2B and high-ticket B2C go-to-market strategies. As buying journeys lengthen and buyers self-educate long before speaking to sales, signals help teams understand what is actually working long before revenue appears. We break down what a signal really is, how signals differ from outcomes, and wh...

In this episode of Unqualified Leads , we continue the ABM series with ABM Part 2 , focusing on what happens after you have built the foundations. This episode is about execution and how to turn target accounts into real conversations. We break down how to warm up priority accounts using LinkedIn as a strategic channel , not just a place to post. You will learn how consistent value-led content and...

In this episode of Unqualified Leads , we kick off a 2026 ABM series by getting brutally clear on what ABM actually is and what it definitely isn’t . ABM isn’t “targeted LinkedIn ads to a list” or “personalised outbound at scale”. It’s a company-wide revenue system where accounts (not leads) are the unit of planning, execution, and measurement, and success is defined by account-level pipeline . We...

In this episode of Unqualified Leads , we break down incrementality testing — what it is, how it works, and when B2B teams should (and shouldn’t) use it. While attribution shows where conversions come from, it often fails to show what actually caused them . Incrementality testing fills that gap by measuring true cause and effect. We explain the core differences between attribution, incrementality...

In this episode of Unqualified Leads , we break down a problem almost every B2B team faces but rarely talks about: the attribution trap . It’s the illusion of accuracy that convinces marketers that the numbers in their dashboards are absolute truth — when in reality, they only reflect the tiny slice of activity that’s actually measurable. We explore why attribution over-credits bottom-of-funnel ch...

In this episode of Unqualified Leads, we unpack how to make organic social a core part of your go-to-market strategy, not an afterthought. We break down why most B2B brands neglect organic, how buyer behaviour has shifted, and why consistent content across LinkedIn (and, where relevant, YouTube, TikTok, and Meta) is now essential for awareness, trust, and authority. We Break Down: Why organic soci...

A practical deep dive into UTM parameters and attribution that actually works. Learn how to implement session-based UTM tracking , set up hidden fields and workflows for first/last touch , backfill legacy records, and standardise UTMs and naming conventions across LinkedIn, Meta, and Google Ads. We show how to map UTMs from contacts to deals , build useful CRM dashboards, and pair machine-reported...

Part 3 of the Meta series dives into the hands-on playbook for profitable B2B and high-ticket B2C lead gen on Meta. We break down how to structure creative tests (ABO vs CBO vs cost caps), what to test (angles, hooks, thumbnails, formats), and exactly how to graduate winners into evergreen without losing social proof. You’ll learn the must-track metrics inside Ads Manager and beyond—custom hook ra...

In Part 2 of our Meta Ads deep dive, we go beyond audience targeting and creative placements to break down the nuts and bolts of running high-performing campaigns in 2025 . We cover: Campaign Objectives : awareness, traffic, engagement, leads, app promotion, sales, and when each actually makes sense Prospecting vs Retargeting : budget split best practices and how to stay flexible with smaller post...

Meta (Facebook & Instagram) isn’t just for D2C, it can be a high-ROI channel for B2B and high-ticket lead gen when used correctly. In Part 1 of our three-part deep dive, we break down the biggest misconceptions and show how to make Meta work: Why Meta is undervalued in B2B and when it outperforms LinkedIn on unit economics Creative-led targeting: calling out the ICP and pain points beats job-t...

In this episode of Unqualified Leads , we go deeper into why B2B marketing can’t just be about chasing MQLs and capturing demand. Backed by fresh studies from Forrester, Bain, Google, 6sense and Green Hat, we break down how today’s buyers behave: 70%+ of the journey is complete before they ever speak to sales, and most already have a shortlist of three vendors in mind. We talk through what this sh...

In this episode of Unqualified Leads , we explain why we’ve stopped chasing MQL volume and how we’re shifting to a modern revenue playbook. We walk through where MQL → SQL made sense, why it breaks in 2025, and what we’re doing instead: ungated education, demand creation, and measurement that reflects how people actually buy. We talk dark social, self-serve research, brand vs demand capture, and h...

Episode 001 is our origin story. We’re Harry and Daniel Hughes, two brothers from London who’ve spent the last decade deep in the world of lead generation, paid media and demand creation. From bootstrapping our first marketplace startup to running multi-million-pound campaigns across B2B and D2C, we’ve seen both the highs and the hard lessons of performance marketing. This episode sets the stage f...