Selling IT Services Across Europe: What 200 Campaigns Taught Us

How we got B2B cost per lead 3–5x below industry benchmark across 200+ campaigns in Europe and the Middle East, and the AI-assisted method behind it. Book a call about your next campaign: https://calendly.com/rolandsozolins/let-s-discuss-lead-campaigns-clone Video on first-step offers: https://youtu.be/8rnGX_nnW_o IBD Consulting: https://ibd-consulting.com Rolands Ozoliņš, founding partner of IBD Consulting, walks through the system his team uses to help IT companies sell complex solutions in international B2B markets: audience research that kills weak topics early, ad copy trained on 200+ past campaigns, live webinar structure, and AI lead scoring with company fit analysis so sales calls the right people first. For B2B marketers, demand generation teams, and CEOs of IT services, MSP and software companies selling abroad. What you'll learn: - Which topics produced the cheapest leads (local LLMs, AI, data management) and which struggled (cloud infrastructure) - Why live webinars beat e-books and on-demand webinars for complex B2B sales - How AI lead scoring and company fit analysis help sales prioritise follow-up - Proven ad structure, copy and banner anatomy for selling a webinar - Audience sentiment, keyword and trend analysis before you spend a euro - Why follow-up must happen within 48 hours Benchmark: https://www.wordstream.com/blog/facebook-ads-benchmarks-2025 First presented at RigaComm conference on October 8th, 2026 https://rigacomm.com/en/program/ Chapters 0:00 What you'll learn 0:43 200 campaigns as a testing lab 1:42 Results vs industry benchmark 2:15 Topics that perform best 3:52 What doesn't work: cloud infrastructure 4:10 Four criteria to close large B2B deals 4:51 Live webinars vs e-books and on-demand 6:58 AI lead scoring and company fit 9:59 Running the webinar: 40 minutes, max engagement 11:40 Selling the webinar with AI-trained copy 13:33 Banner anatomy that gets attention 14:56 Streamlining the campaign process with AI 16:47 Market and audience research: 50% of success 18:34 Keyword and CPC analysis 19:29 Trend analysis: the AI cost-management case 20:55 Six key success factors 23:29 Follow up within 48 hours 23:58 Sales alignment and next steps #B2BMarketing #LeadGeneration #AIMarketing