Digify Active — B2B Growth & Marketing Analytics
A team-based academic project that developed and tested a B2B marketing-agency concept for small and medium-sized fitness businesses, connecting market strategy, HubSpot landing pages, Google Ads, conversion tracking, and performance analysis.
Business Challenge
Many small and medium-sized fitness businesses lacked a structured approach to digital acquisition. The project needed to create a differentiated B2B service proposition and connect it to a realistic path from initial awareness to lead submission.
“How can a new B2B marketing service attract and convert SME fitness businesses through a structured digital acquisition funnel?”
Strategic Foundation
Market gap
The team identified a gap between the growth needs of SME fitness businesses and their ability to build consistent digital-marketing systems.
Target segment and positioning
Defined a target segment, customer needs, value proposition, and service positioning designed around the constraints of smaller fitness businesses.
Pricing logic
Pricing was developed as part of the service concept and aligned with the target market and proposed offer.
Customer Acquisition Journey
Paid Advertisement
Google Ads Search & Display campaign touchpoint
Landing Page
HubSpot conversion-focused value proposition
Lead-Capture Form
Structured qualification and lead submission flow
Diagnostic Content
Interactive audit & tailored marketing insights
Follow-Up Communication
Nurturing sequence and consultation booking
Search vs Display Comparison
Intent Level
Search: High (active solution seekers)
Display: Medium to Passive (brand awareness)
Targeting Logic
Search: Exact & phrase match keywords
Display: In-market & custom affinity segments
Role in Funnel
Search: Direct lead generation & conversion
Display: Top-of-funnel retargeting & reach
Acquisition Quality
Search: Higher conversion readiness
Display: Broad reach, higher drop-off rate
Optimisation Focus
Search: Keyword negative List & bid adjustment
Display: Placement exclusion & visual CTR
Performance Analytics
“Build acquisition around intent-led targeting and an end-to-end conversion funnel.”
- Align ad messaging directly with landing-page offer
- Improve hero clarity to capture instant visitor interest
- Refine search keyword targeting to reduce wasted spend
- Eliminate form friction to reduce mid-funnel drop-offs
- Tighten follow-up communication to improve lead conversion
Optimisation Recommendations Grid
1. Targeting
Refine keyword match types & exclude irrelevant query themes
2. Bidding
Reallocate budget toward high-intent Search keywords
3. Landing Page
Streamline hero copy and bring form fields above the fold
4. Messaging
Match ad headline text directly to landing-page headers
5. Follow-up Flow
Automate instant email confirmation with next steps
My Contribution
Independently Developed / Led
- Building conversion-focused landing pages and lead-capture forms in HubSpot
- Structuring the end-to-end user path from ad click to lead submission
- Analyzing funnel drop-off points across landing page interactions
Contributed To
- Market and target-audience research for SME fitness operators
- Developing B2B positioning and value proposition
- Supporting Google Ads Search and Display campaign execution
- CTR, CPA, and channel performance comparison
Outcome & Deliverables
The project moved from market analysis and positioning to a functioning B2B acquisition model with a live website, lead-capture structure, paid campaign testing, and performance analysis.