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Scalable lead generation for VeroMetal
About the client
VeroMetal develops and produces real liquid metal coatings for architects, designers, OEMs, applicators and plasterers. The material combines the appearance of solid metal with maximum design freedom and is used worldwide in high end interior and architectural projects.
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VeroMetal operates in multiple international markets and serves the premium segment, where trust, visual quality and strong content are essential for commercial growth.
Client feedback
We have made real progress.
Pragmatic, thoughtful, strong output, efficient and effective.
Frank Smolenaers
Co-owner VeroMetal
The challenge
In August 2024, we started working with VeroMetal with a clear initial focus: professionalising their online marketing and building international brand awareness. At this stage, the emphasis was deliberately not on lead generation, but on establishing a strong and consistent digital foundation.
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During this phase, we worked on structured social media marketing, clearer positioning per target group, email marketing, conversion optimisation and overall visibility. The goal was to position VeroMetal as a recognisable, consistent and professional brand across all relevant markets. Only once this foundation was firmly in place did we intentionally move into the next phase.
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In September 2025, the focus shifted from visibility to growth. While there was clear interest from multiple countries and target groups, there was no predictable or scalable system to convert this interest into qualified leads. In addition, VeroMetal serves several distinct audiences, each with its own context and information needs, including architects, designers, OEMs, applicators and plasterers. The approach also varies by country, both in language and visual preferences.
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The challenge was to translate the built brand awareness into a structured international lead generation system, with full control over lead quality, budgets and follow up.
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The objectives for this phase were clear and measurable:
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A stable and predictable flow of qualified B2B leads
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International campaigns that can be managed and optimised per country
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Higher lead quality through clear funnels and active qualification
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A scalable system that can be easily expanded into new markets
Approach and strategy
Our role in this project was that of a growth partner, responsible for both strategic decisions and their execution.
The approach focused on setting up a fully integrated lead generation system. We worked with multiple funnels per target group, testing and optimising messaging, visuals and angles extensively. Campaigns were set up locally per country, including language, messaging and visual style, to ensure alignment with the context of each market.
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We were responsible for the entire process. This included funnel design, campaign structure, targeting, tagging, content creation and landing pages. In addition, we implemented a functional CRM pipeline, allowing leads to be structured, qualified and actively followed up.
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Campaigns were run via Facebook and Instagram. These channels aligned best with VeroMetal’s existing organic presence and offered the right balance between visual impact, reach and budget efficiency. The target audiences were also clearly better represented on these platforms compared to alternatives.
Results
Period: 13 October to 13 January 2026
Daily advertising budget: €10
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During this period, a total of 244 qualified leads were generated. These consisted of a balanced mix of information requests and concrete project enquiries. Lead quality remained consistent, with a stable and predictable weekly inflow and an even distribution across the different countries.
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With the implementation of a central CRM pipeline, sales teams are now able to follow up leads in a structured and active way. This has not only improved follow up, but also created full insight and control over performance per country. Budgets can be managed separately per market, allowing campaigns to be scaled or adjusted based on data.
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The system was designed with scalability as a core principle. New countries can be added easily while existing structures remain intact. Content and visuals can be adapted per market, funnels and landing pages are reusable, and optimisation is continuous based on performance data.
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This approach enables VeroMetal to grow in a controlled and sustainable way. Rather than relying on individual campaigns or one off marketing efforts, growth is supported by a structured and internationally scalable lead generation system.