Quick Scan
Success Story · Growth System

The campaigns generated leads. The question was which ones were opportunities

VIZTA arrived in Portugal with a mission: to create cities for everyone. To launch its first developments in Oeiras and Leça da Palmeira, the marketing efforts drew the right kind of attention, but decisions on where to invest still depended on the outcome of each campaign. Today, campaigns, CRM, and business data function as a single system across various locations throughout the country.

Client: VIZTA · Real Estate Development
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Sector

Residential real estate development

Project Focus

Paid Media, CRM Integration, and Continuous Optimization

Active modules

Demand Generation, Conversion Infrastructure, Revenue Intelligence

The starting point

Generating leads is easy; qualifying them is the real work.

VIZTA wanted to secure reservations for apartments that were still in the planning stages, at a time when every prospect had to justify the investment. The challenge was to ensure that each lead represented a buyer with genuine interest. The team needed to be able to identify leads without having to wait weeks for reports.

What We've Built

From isolated campaigns to a system that makes decisions

The project unfolded in three phases, and each one addressed a specific business problem.

The Impact on Integration Between Marketing, CRM, and the Business

Campaigns and CRM Speaking the Same Language

Paid media campaigns (Google Ads, social media ads, LinkedIn, affiliate marketing, and email) now feed directly into the CRM. The focus has shifted from lead volume to quality, the customer journey, and actual conversions into bookings.

“The integration of campaigns, CRM, and actual business results has transformed the way we analyze and optimize performance.”
Filipa Penha e Costa · Head of Digital Marketing, VIZTA

Decisions Every Week

Weekly data, A/B testing, and ongoing analysis of creatives and copy now guide cross-channel investment in real time. It is no longer necessary to wait for a campaign to end to find out what was working.

“Weekly data, A/B testing, and ongoing analysis of creative assets allow us to adjust our investment across channels without waiting for campaigns to end.”
Filipa Penha e Costa · Head of Digital Marketing, VIZTA

CRM as the single source of truth

With the customer journey mapped from start to finish and the CRM centralizing information, VIZTA’s marketing has become more predictable. Integrated teams, automated processes, and continuous data analysis now support decisions that are more aligned with the business.

“Bringing teams together, automating processes, and continuously analyzing data is the path to smarter decisions that are aligned with the business.”
Filipa Penha e Costa · Head of Digital Marketing, VIZTA
What Has Changed

A system that learns every week

  • Qualified leads instead of indiscriminate volume
  • Adjusted investment by channel without waiting for the campaign to end
  • CRM as the Single Source of Truth for Marketing and Business
  • Visible end-to-end customer journey
  • Marketing and operations teams working with the same data
  • Weekly decisions instead of quarterly readings

“The goal was to generate qualified leads who were genuinely interested in buying. It was the first step in a highly successful launch strategy.”

Filipa Penha e Costa · Head of Digital Marketing, VIZTA
Next step

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