Pipeline, re-architected.
A full-funnel rebuild across UK and international markets, with media performance synced to the CRM from impression to closed won opportunities.
Knotel is a global flexible workspace provider offering bespoke workclub, studio and private office solutions for growing teams across major international cities.
The brief
NovaStory was brought in to help Knotel scale their marketing performance across the UK and international markets. With ambitious goals to grow occupancy and generate high-quality leads across multiple locations, they needed a full-funnel strategy that aligned campaign activity with business outcomes. We partnered with them to bring more clarity, consistency, and commercial impact to their digital advertising efforts.
The plan
As demand grew in key cities, so did the need to attract the right kind of enquiries, from businesses looking for tailored, scalable office solutions.
While previous marketing efforts had delivered leads, there were challenges in scaling them efficiently. The campaigns lacked clear strategic alignment with sales priorities, and without a tight feedback loop between media performance and CRM data, it was difficult to measure effectiveness or optimise confidently. The result was a fragmented picture of how leads progressed, and which efforts were truly driving pipeline growth.
The result
NovaStory worked closely with the Knotel team to re-architect their digital strategy. We implemented high-performing multi-channel campaigns across search and paid social, tailored to each market’s specific commercial goals and customer intent.
We introduced advanced conversion tracking and synced performance data with Knotel’s CRM to create full visibility from ad impression to qualified opportunity. This allowed us to prioritise the channels and audiences delivering the most value, while refining targeting and creative to speak directly to decision-makers.
Throughout the partnership, we have continuously tested and optimised campaigns to drive efficiency at scale. As a result, Knotel saw a 400%+ increase in marketing qualified lead volume, while reducing cost per lead by 34%: proof that with the right structure and strategy, performance and profitability go hand in hand.
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