The one question the campaign was built on
Corporate insurance is not a lead-volume business. Growthly identified a focused growth opportunity: foreign companies operating in Libya with recurring insurance needs across staff, vehicles, assets and operations.
“Are your operations in Libya properly protected?”
Instead of broad awareness campaigns, Growthly built a demand generation and account-based marketing system around the specific companies Qafela wanted to win.
Defining the market before creating demand
Before running a single ad, Growthly mapped the addressable market: more than 180 foreign companies operating in Libya, segmented by sector, company size, operational footprint, likely insurance needs and commercial value.
- 35strategic accounts · Tier 1
- 65high-potential accounts · Tier 2
- 80broader target accounts
+420 decision-makers and buying influencers ≈ 2.3 people per company
It then mapped more than 420 decision-makers and buying influencers across HR, finance, operations, administration, procurement and senior leadership. Marketing and sales now had a clear map of target companies and people.
Creating demand before companies start searching
The strategy did not wait for companies to start looking for a new insurer. Growthly designed campaigns that prompted decision-makers to question whether their current cover was adequate. The messaging addressed risks to:
- Staff and medical cover
- Vehicles and company fleets
- Property and equipment
- Operational risk
- Business continuity
Rather than saying “Qafela offers corporate insurance,” the campaign invited companies to assess whether they were protected at all. That put Qafela in the commercial conversation before the buying process began.
From demand to sales pipeline
Growthly built a clear qualification model linking campaign activity to Qafela’s sales team:
The percentage beside each stage is its conversion from the previous stage. From the full target market to accounts won: 6 of more than 180 companies, or about 3.3%.
- MQL
- A relevant company or decision-maker that showed enough fit and engagement to justify qualification.
- SQL
- An opportunity confirmed as commercially relevant and ready for direct sales contact.
43% MQL-to-SQL conversion: the campaign generated real commercial opportunities, not just inquiries.
Calculated from pipeline figures: 41 of 96, 24 of 41, 15 of 24 and 6 of 15.
Account-Based Marketing meets sales execution
Growthly gave extra attention to the 35 Tier 1 accounts, tailoring targeting and messaging to each organization’s sector, operating structure and likely needs, and adding targeted business events and relationship-building initiatives.
Growthly created the demand and qualified the opportunities. Qafela’s sales team handled needs assessment, meetings, proposals, negotiation and closing. Marketing and sales worked the same accounts, the same buying committees and the same commercial goal.
What changed
Qafela moved to a B2B acquisition model where marketing can be tracked across the full commercial journey. Success is no longer measured by reach, engagement or lead volume. It is measured by qualified opportunities, sales meetings, commercial proposals and corporate accounts won.
From 4 to 35 qualified leads a month.
An audience of more than 3 million.