Parking24 started working with us on the company's very first day. No marketing, no customers, no history. The founder framed the task in a single sentence: “Give me sales-ready customers — we'll handle the rest.”
For most people that's the scariest way to start. For us it's the cleanest: no old mistakes, no “this is how we've always done it.” Just the market, the product, and a clear goal.
An empty market is a test, not a gift
There was real demand in the parking-automation market, but no one was capturing it systematically. At first glance that's a dream: no competition, an open field. In reality an empty market hides the biggest trap — move too slowly and someone overtakes you; move without quality and you spoil the whole market yourself.
So from day one we held two things at once: speed and quality. Neither worked without the other.
Why we started at the bottom of the funnel
The Customer Journey Map made it clear: the person who buys a parking system isn't a casual user. They're a construction company, a business-center owner, or a residential-complex manager. That kind of buyer doesn't look for a solution out of curiosity — they look when a problem appears. The demand already exists; you don't create it, you capture it.
So instead of starting the funnel at the top with awareness, we started at the bottom — BOFU, the sales stage. In an empty market, whoever captures the ready demand first wins.
Ten questions: an expensive lead, a cheap mistake
Before launching ads, we built the social-media identity and the offer from scratch — because the company had neither. Then the most important piece: a 10-step filter form.
That form was deliberately “heavy.” Every question is a filter. The goal wasn't more leads — it was to deliver only targeted, ready-to-buy people to the sales team. As a result, Cost Per Lead came to ~$10, above the market average. But it was a calculated expense.
Because the most expensive thing is a cheap lead. If we'd chased $1 leads, the sales team would have drowned under hundreds of empty calls a day and closed nothing. A $10 filtered lead was sales-ready 90% of the time. The sales team's time is worth more than the lead.
Month one: $1,000 → $150,000
Meta and YouTube campaigns went live, with a daily sync with the sales team — a constant feedback loop on lead quality. Here is the result of the first month.
On a $1,000 ad budget, the sales team closed 3 major deals — $150,000 in total (about $50,000 each). That is a 150× return. Over 300 Marketing Qualified Leads came in, 90% of them matching the sales team's criteria. And most importantly: a $1,000,000+ pipeline is waiting for a response in the CRM.
The client summed it up in one line: “We worked with them on another project for a year, so we trusted them with this one too.”
The takeaway
The lesson of the Parking24 case is simple, though most people read it backwards: in an empty market speed decides — but speed only works together with quality.
If we'd chased cheap leads and put speed above quality, we'd have ruined both the market and the sales team in the very first month. The 10-question filter is exactly what prevented that. Here, marketing isn't advertising — it is one system with sales.