Struggling to run meaningful B2B landing page split tests without wasting time and budget?

This episode breaks down how to build a high-impact testing schedule grounded in customer insight, not guesswork.

Learn how to plan smart hypotheses, track at deal level, and know when a test is ready to call.

Whether you’re running lab-style tests or optimising ad performance, this framework helps you identify what really moves the pipeline.

Inbound calls convert- but are you even tracking them? Most B2B marketers aren't.

In this episode, Louis and Maelien reveal how poor call tracking setups waste high-quality leads and underreport campaign ROI. You'll learn how to use Google’s free “calls from website” tracking, set call duration thresholds to filter quality, and bridge the gap between Google Ads and your CRM.

Plus, they share the exact tools and workflows that link inbound calls to actual revenue—without piling on manual work.

Most B2B lead ads don’t fail because of the platform, they fail because they chase cheap leads with zero buying intent.

In this episode, Louis and Maelien break down why standard lead gen playbooks fall short and how to fix them.

You’ll learn how to build lead ads that screen out the wrong people, create real commercial value, and align with the buying journey. From adding smart friction to using self-selection questions, this is a practical guide to turning junk leads into sales-ready conversations.