Leads with nowhere to go
The previous agency ran Meta ads to a cold audience. Leads came in, but nothing checked them against the ideal client or got them to book a call.
Case studies / SalesStar Global
SalesStar: everything we do, for one client.
SalesStar is a global sales-coaching firm with practices in New Zealand, Australia, the UK, the US and Mexico. It sells a complex, high-ticket service to B2B businesses. We run its growth engine end to end.
US$449k
New-business pipeline generated by marketing since July
35
Discovery meetings booked from marketing leads since July
10
Webinars since July, across four markets and two languages
“Marketing’s never been as good now as it has been for probably forever. We’re definitely heading in the right direction.”
Where they started
Great coaches. An unconvincing story online.
SalesStar’s coaches win clients once they’re in the room. The problem was getting the right buyers there.
Five markets, one approach
Practices in New Zealand, Australia, the UK, the US and Mexico each sell to different buyers, in two languages, and needed their own campaigns.
An ageing website
A site that was hard to update, and that undersold what SalesStar’s coaches actually do.
Numbers nobody trusted
Dashboards that didn’t agree with the ad platforms or the CRM, so nobody could say which marketing made money.
What we built
Seven pieces, one growth engine.
Website
A new salesstar.com, with its rankings intact
A rebuilt site, built with our partner Signal Studio, with pages for every offer, market and webinar, and forms that land in the CRM. Every old address was redirected so search rankings carried over.
251 pages migrated, with 321 redirects
Content
A webinar programme in four markets
Monthly webinars in ANZ, the US, the UK and Mexico, run end to end, with every recording cut into clips, plus animated explainers in English and Spanish.
108 registrations for a single ANZ webinar
Campaigns
Campaigns built for each market
Google and Meta campaigns run separately for each practice, retargeting people into webinars, eBooks and diagnostics like Blueprint to Scale and the X-Ray.
5 markets run from one system
CRM and nurture
Qualification and self-booking
GoHighLevel nurture that warms leads up, sorts the fits from the rest, and lets the right ones book a discovery meeting with a coach.
35 discovery meetings from marketing leads since July
Reporting
One dashboard everyone believes
Leads, pipeline, return on ad spend and content for every market in one place, checked against the ad platforms, GoHighLevel and the CRM.
US$449k of pipeline traced to the marketing that started it
Ask Penny
An AI sales coach built on SalesStar’s method
Ask Penny knows SalesStar’s frameworks and each client’s own playbooks, and lives inside the CRM their reps already use. Hosted in Frankfurt for GDPR.
Live with client sales teams in several countries
AI enrichment
An AI enrichment engine for every inbound lead
Every new lead is checked against SalesStar’s ideal-client rules within minutes, then researched and briefed by AI before a coach picks up the phone.
234 leads enriched in the first two weeks, 0 failed
Inside the AI enrichment engine
An AI enrichment engine for every inbound lead
Every new lead is checked against SalesStar’s ideal-client rules within minutes, then researched and briefed by AI before a coach picks up the phone.
- Match the lead to its company’s LinkedIn page
- Check it against the ideal-client rules (size, sales team, region, industry)
- Find a direct phone and job title
- Research the website, recent news and hiring
- Pull decision-makers and job ads from LinkedIn and SEEK
- Write an AI account brief, scored hot, warm or cold
- Send it to GoHighLevel and the Membrain CRM
- leads enriched in the first two weeks, 0 failed, and all 67 ideal-client leads delivered to the CRM
- 234
- Source: launch review, 24-Oct-2026
- UK contacts cleaned, as part of prospect lists built per market
- 8,328
- Source: Clay, Oct-2026
- Live since 7-Oct-2026 · ideal-client leads from the US, Mexico, New Zealand, Australia and the UK
- Source: enrichment database, 11-Nov-2026
The work itself
Some of what we made.
Ask Penny, the dashboard, explainers, testimonials and webinar clips, in English and Spanish. Tap a video for sound.
How we did it
The same four steps we use with every client.
- 01
Understand the vision
Where SalesStar wanted to grow, market by market, and who its ideal client is in each.
- 02
Diagnose
Cold leads with no middle of the funnel, an ageing site, and reporting nobody trusted.
- 03
Build
Nurture and self-booking, a new website, the webinar programme, campaigns per market, a dashboard, and Ask Penny.
- 04
Grow
A monthly rhythm of webinars, campaigns and reporting against pipeline, in every market.
Who did the work
The team.
Jono Thompson-Bean
Founder · Strategy, AI & growth
Founded AlphaBean in 2017, straight after a degree in computer science and statistics. Jono has spent more than ten years in digital marketing, with a statistician's eye for what the data actually says. He is completing a master's in artificial intelligence at the University of Auckland while building the business. He scopes every engagement himself and builds the ROI model before anything is proposed.
AW
Aron Weston
Full-stack engineer
Builds the application code behind our AI products, including Ask Penny's API, agent and data layers. If it has to run in production and stay up, Aron builds it.
RM
Ryan Mellomida
Marketing automation · GoHighLevel
Builds the pipelines, forms, nurture sequences and booking flows that turn a lead into a meeting without anyone chasing it by hand.
JM
John Meister
Data & reporting
Turns ad platforms, CRMs and spreadsheets into reports people actually read. Runs our paid-media reporting and leads our client dashboard build.
Alex Mendelson
Video editor
Turns long webinars, interviews and raw footage into short clips people actually watch: captioned, cut for a phone screen and sized for LinkedIn, Instagram and YouTube. He also edits our paid-social video ads, so one story runs from the feed to the booking page.
Founder of Signal Studio, marketing engineers who build websites the client owns, with the brand built into the code so the marketing team can ship changes the same day. Rheed builds websites with us, from the first workshop and templates through to launch.
WA
Waseem Ansari
SEO
Technical SEO, site migrations and search content. Waseem moves websites without losing their rankings, and runs ongoing search programmes that bring in buyers who are already looking.
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