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How a Microsoft Partner used LeadEngineAI RAAS to build a systematic, AI-powered lead engine - and accidentally uncovered €200K+ in consulting deals along the way.
Fellowmind ran a single, continuously optimised LeadEngineAI RAAS campaign for their SmartStash product. These are the headline results.
AI-screened and handed over to sales - not raw form fills
Full 14-month budget across all Meta campaigns combined
Continuously optimised - qualification improved every quarter
Fellowmind had built something genuinely useful - SmartStash, a Microsoft-native document management platform for SMBs. The product was solid. The market existed. But the leads weren't coming in consistently.
Lead generation relied heavily on relationships and referrals. When those dried up, so did the pipeline. There was no repeatable system, no defined ICP to target, and no follow-up process to convert interest into conversations. The sales team was chasing cold contacts manually while marketing spent budget without a clear feedback loop.
The result was a pipeline that felt permanently one referral away from drying up and a team that couldn't forecast what next month would bring.
Instead of patching individual problems, AimFirst deployed AimFlowAI as an end-to-end system. One engine. Covering targeting, qualification, and follow-up - fully managed, continuously optimised.
Before a single euro was spent, AimFirst built and validated a detailed Ideal Customer Profile for SmartStash. Target audience, trigger events, decision-maker roles and pain signals were defined and used to configure Meta campaigns from day one - no guesswork, no spray-and-pray.
Every inbound lead was scored and filtered by AI before reaching the sales team. Non-fits were removed automatically. Sales only saw leads that matched the ICP - saving hours of manual qualification and eliminating the frustration of poor-quality handovers that erode trust between marketing and sales.
Qualified leads entered structured follow-up sequences immediately - no more falling through the cracks. Each sequence was timed, personalised to the prospect's profile, and designed to move the conversation from interest to booked appointment without manual effort from the sales team.
AimFlowAI is not a tool Fellowmind installed and managed themselves. It's a fully managed service with a results focus. We call is Results as a Service (RAAS). AimFirst handled strategy, execution, optimisation and reporting across the entire 14-month campaign lifecycle.
The campaign ran on Meta (Facebook) and targeted SMB decision-makers in industries where document management complexity was a genuine bottleneck - exactly the businesses that SmartStash was built to serve.
Optimisation wasn't a one-time exercise. Every month, performance data fed back into targeting, creative, and qualification rules - which is why MQL rate climbed from 52% in month one to 96% by the final month.
By month 14, the campaign was running at near-perfect qualification efficiency. Here are the four headline results that matter most to a sales-driven organisation.
A predictable, consistent monthly input - replacing the old feast-or-famine referral model entirely.
Only ICP-matched leads reached sales - saving the team from wasting time on poor-fit conversations.
Direct revenue attributed to SmartStash deals sourced through the RAAS campaign - a 5,9x ROAS on a lean budget.
Up from 52% in month one - a direct result of 14 months of continuous ICP refinement and AI model improvement.
The data tells a clear story: as the AI qualification model learned, fewer non-fits reached the sales team. What started at 52% MQL in August rose to 96% by October - without increasing budget. This table shows every month of the 14-month campaign.
| Month | Prospect | Marketing Qualified | Sales Handover | Total | MQL % |
|---|---|---|---|---|---|
| August | 33 | 38 | 2 | 73 | 52% |
| September | 64 | 95 | 4 | 163 | 58% |
| October | 23 | 65 | 2 | 90 | 72% |
| November | 14 | 63 | 3 | 80 | 79% |
| December | 4 | 80 | 8 | 92 | 87% |
| January | 3 | 83 | 10 | 96 | 86% |
| February | 10 | 82 | 10 | 102 | 80% |
| March | 4 | 74 | 13 | 91 | 81% |
| April | 5 | 44 | 2 | 51 | 86% |
| May | 5 | 48 | 3 | 56 | 86% |
| June | 4 | 43 | 4 | 51 | 84% |
| July | 3 | 42 | 3 | 48 | 88% |
| August | 3 | 59 | 1 | 63 | 94% |
| September | 4 | 36 | 0 | 40 | 90% |
| October | 1 | 24 | 0 | 25 | 96% |
| Total | 180 | 876 | 65 | 1.121 | 78% |
Prospect = unqualified inbound. Marketing Qualified = passed AI scoring. Sales Handover = forwarded to sales team as SQL.
The campaign ran on Meta (Facebook) from September 2023 through October 2024. These are the raw platform metrics - the inputs that drove 1,081 qualified leads at a €15.50 average cost per lead.
A CPM of €16 and a CPC of €2.10 are strong results for B2B targeting on Meta - where premium audiences typically cost more. The key driver was tight ICP configuration: by only showing ads to decision-makers in the right industries, ad spend went further and click quality was significantly higher than broad targeting would have achieved.
The original goal was simple: generate qualified leads for the SmartStash product. That goal was achieved. But something unexpected happened during the sales process.
Prospects who entered the funnel for SmartStash discovered Fellowmind's wider Microsoft capabilities during the conversations that followed. This opened doors to discussions about broader digital transformation, infrastructure projects, and managed services - conversations that Fellowmind's sales team would never have initiated on their own.
Another side effect was branding related. With over 1 million impressions Fellowmind's awareness levels went up..
These weren't planned upsells. They emerged naturally because the RAAS system had created qualified conversations with the right people - people who turned out to have needs far beyond a single product.
This revenue was not attributed to the original campaign goal - it represents additional pipeline created as a direct side effect of the RAAS system placing Fellowmind in front of the right decision-makers.
We expected leads at €15.50 each. But those leads turned into €200K+ consulting deals. We didn't see that coming - and neither did our sales team.
Marketing Manager, Fellowmind Germany
Results achieved using LeadEngineAI RAAS - a fully managed lead engine built and operated by AimFirst. Campaign ran September 2023 through October 2024 on Meta (Facebook) targeting SMB decision-makers for the SmartStash product.
Fellowmind started with a limited budget, an untested ICP, and no lead generation system. Within 14 months they had a predictable pipeline, 1,081 qualified leads, and deals they never expected. If you're a B2B company with a strong product and an inconsistent pipeline - this is what we built RAAS for.
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