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01 — Influenced Leads
Influencing more than a third of all new pipeline contacts
I run always-on, full funnel advertising for Vattenfall across several markets and campaigns. Beyond the leads and conversions our ads generate directly, I wanted to know the real business value: how many of all new contacts we had actually reached, warmed up and engaged before they converted, wherever that happened.
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02 — Strategy Revamp
Cutting Cost per Contact by 95%
Tranter had advertised on Google Ads in the US before, at a very high cost per contact. With my setup and strategy, yearly ad spend went from $73,789 to $5,648, while click-through rate rose from 3.1% to 9.9% and contacts grew from 86 to 160. Cost per contact fell from $858.02 to $35.30.
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03 — ABM x Sales
CLOSING HIGH VALUE ACCOUNTS WITH TARGETED ABM CAMPAIGNS
Atrium Ljungberg wanted to win high value tenants for the areas they develop. Over more than six months, hyperfocused ABM campaigns on LinkedIn, run hand in hand with sales, helped close multiple high value accounts. One of them was Haglöfs, which is moving its new head office and showroom into 1,400 sqm in Slakthusområdet.
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04 — ABM & Thought Leadership
Warming up 33% of high value leads before the trade show
AIM is a tech company from northern Sweden, working in orthopaedics among other fields, with huge potential. Ahead of a push into the US, I warmed up attendees and companies before the OMTEC trade show in Chicago, so a brand nobody knew was already top of mind when they met the team in person.
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05 — The #1 Student App
Launching a student event app with 3000+ downloads
A pro bono iOS and Android app for the students of Uppsala, built in a few weeks and grown to 3000+ active users on less than 1.000 SEK of marketing budget.
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[Words from Kaspars Lukins]
B2B marketing never stands still. The lead generation we knew five years ago is gone. It still works, but it has changed, because buyers have changed. Privacy matters more, and people decide when and where they want to be reached. In the Nordics especially, that new behaviour rewards the ones who adapt.
That shift is the fun part. The job today is to be creative and find more ways to target, reach and influence an audience across an ever changing customer journey, so you are part of the buyer's path from the first touchpoint to the moment they convert.
The second shift is AI. Being AI-led and AI-native, in delivery, execution and operations, is the number one key for marketers today. Most agencies lack it, and that is the very reason I founded Lukins Labs.
Senior strategy. Agentic execution.
Senior talent shouldn't be spent on repetitive, operational work. The traditional agency is fading. Lukins Labs is an AI-native B2B growth studio: senior experts focus on strategy, creative and judgement, while our own systems and AI agents handle the operational work around the clock. My clients get senior experience and an AI team, at the price of a senior, with 4x the output.