B2B software

How Flowers' sales calls turn into ads that cost half as much

Flowers automates finance workflows for the German Mittelstand. Since December 2025 Kalasar has produced its Meta campaigns — built from the pain points its own sales team hears every single day.

Industry: B2B software, process automation
Company size: [PLACEHOLDER: headcount]
Channel: Meta Ads (Facebook & Instagram)
Goal: Demo requests from the Mittelstand
Working together: since December 2025

Who Flowers is

Flowers is cloud-based process automation software for the German Mittelstand, founded in Munich in 2019. Invoice approval in one or two clicks, plus contract and purchase management — all adaptable to your own workflows through a no-code editor.

More than 1,000 companies run on it: manufacturing, logistics, property management, public administration. Connected to over 5,200 systems, on servers in Germany.

If invoices still travel through your company by email and the chasing starts before every month-end close: take a look at Flowers.

flowers-software.de

The starting point

Meta was already running at Flowers, managed by an agency. What was missing was resupply. Ads ran unchanged for a long time, frequency climbed — and the cost per lead stayed stubbornly high.

Testimonials would have been the obvious lever. Done the classic way, that meant asking their own customers for shooting days: scheduling, approvals, agency loops.

[PLACEHOLDER: the concrete trigger in December 2025 — what tipped the decision to try something else?]

Why Kalasar

Flowers records its sales calls with Fathom. That is exactly where the raw material for good advertising sits: the sentences a head of accounting uses to describe the problem, before anyone turns it into marketing.

Kalasar analyses those transcripts and pulls out pain points, triggers and the language buyers actually use. The head of sales releases the transcripts directly on the platform — so the path from a real conversation to a live ad is short.

The second point was video. Flowers wanted to put people from a specific industry on camera, with real cases from inside the company. With Kalasar those videos get made without a single Flowers customer having to step in front of a camera.

What Kalasar took over

01
A dedicated brief per audience
For every industry we write our own campaign brief: who exactly buys, what counts as a qualified lead, which alternatives are on the table. The wording comes from the released call transcripts — not from a marketing workshop.
02
Video ads without a single shooting day
Voice, script and edit are produced by us. That lets Flowers show people from a specific industry on camera, with cases from inside the company — no crew, no scheduling with customers.
03
Brief, approve and publish in one tool
The Flowers team briefs in Kalasar, comments on individual creatives and approves — the campaign goes straight to Meta from there. Since May 2026 Flowers' own agent Flora is connected to Kalasar via MCP.
04
A weekly read-out that contains a decision
One report per week: which campaign is carrying, which one is burning budget, what happens next. When one audience barely responded over two weeks, it was switched off and the budget moved to the winners.