How We Increased Lead-to-Client Conversion by 38.3% While Cutting CAC by 23.1%

The Problem

Porcellia was not struggling with lead generation, they were struggling with lead conversion. Their sales team was spending way too much time talking to the wrong people, and Porcellia’s pipeline was full of uninterested prospects.

The company was hyper-focused on optimizing lead quantity, when in reality their issue was in the quality of these leads. Sales team would waste time and resources chasing after leads who had no interest in actually purchasing services.

The Bottleneck

All funnel traffic went through the same funnel, including:

• High-intent founders
• Curious founders
• Looking for an agency
• Looking for free advice

Everyone followed the same journey.

That created three expensive problems:

• Sales calls turned into qualification interviews
• The sales team had to spend too much time educating prospects
• Customer acquisition costs increased substantially due to the abundance of unqualified leads

Their issue wasn’t with the quantity of traffic. It was with their funnel’s inability to filter out unqualified leads.

What Changed

Rather than pushing their sales team to convert more leads, we changed the acquisition funnel to reduce the quantity of incoming leads and improve their quality. We created a new buyer persona and changed the primary strategy to attract this type of prospect.

Acquisition process changes ensured that by the time a lead reaches the sales team, they’ve already been qualified and educated on the Porcellia’s offering. This drastically changed the dynamic between the sales team and their prospects. Instead of explaining and walking through a prospect through the offer, the sales team could focus on closing.

What Was Implemented

• Refocused the positioning around full-funnel growth rather than paid media buying
• Used a paid lead magnet to help prospects self-qualify
• Created a series of VSLs (video sales letters) to educate the viewer
• Built out a responsive nurture sequence that pre-addressed some of the most common concerns
• Rearchitected the acquisition funnel around qualification rather than quantity
• Produced founder-led content to build credibility with prospects