Case study
How better lead follow-up took close rate from 17% to 37%
17% → 37%close rate on organic leads
~$1Mestimated added revenue a year
$100K+more ad revenue per quarter
The problem
From the first quarter to the third, the client spent the same on advertising. Over the same stretch, sales from those ads fell 35%. They wanted to grow, but couldn't see what to change.
What we looked at
I audited every lead and every sale, went through how leads were being followed up, and listened to recorded sales calls with prospects.
What we did
- Gave the marketing team specific feedback to improve the ad campaigns
- Put in a new follow-up process built to close more of the leads already coming in
- Wrote follow-up message templates and coached the salespeople on using them
The results
Revenue from ad campaigns rose by more than $100,000 a quarter. The close rate on organic leads went from 17% to 37%, which works out to roughly $1 million more a year. With a real sales process and clean lead records in place, the next step was generating more leads.
The takeaway: before you spend more on ads, check what happens to the leads you already have. Follow-up is often where the money goes missing.