The Challenge

Tip Top Foodservice needed to expand lead generation for their sales reps beyond traditional cold-calls and referrals. With a newly implemented website and CRM system, they had the infrastructure to scale their sales operation, but lacked an efficient, automated way to capture and distribute leads to their sales teams. The objectives were to increase sales leads for new and low-volume products, expand product ranging in wholesalers, boost awareness of their SKUs and create an automated process that would seamlessly integrate with the sales team’s workflow – eliminating manual lead handling and ensuring every opportunity reached the right rep at the right time.

The Solution

We built an automated Facebook lead generation funnel that was also connected directly to Tip Top Foodservice’s sales pipeline through Active Campaign and Salesforce integration. The system was designed to run continuously with monthly product rotations. 

Each month, we selected a different Tip Top Foodservice product and created a dedicated Facebook campaign with custom audience targeting, compelling product imagery and tailored messaging. Users who engaged with the ads were directed to streamlined sign-up forms designed to capture qualified leads while maintaining user engagement. 

The automation worked seamlessly. Leads who completed the form were instantly assigned the appropriate state-based sales rep through the Active Campaign and Salesforce integration. Users who clicked through but didn’t complete the form were added to retargeting audiences, ensuring we could re-engage them in subsequent months with relevant product offerings, maximising the value of every interaction.