Rebuilt paid media and lifecycle email from scratch, cutting cost-per-opportunity by 54%.
3.9x
Sales pipeline in 6 months
-54%
Cost per qualified opportunity
+18%
Close rate after re-targeting
The challenge
Vertex Labs was spending heavily on paid search and social with no shared definition of a qualified lead between marketing and sales. Volume looked healthy on paper; sales was ignoring most of what came through because close rate had collapsed.
Our approach
Defined a shared qualified-lead standard with the sales team before touching any campaign
Rebuilt account and audience targeting around firmographic fit instead of broad match volume
Stood up a lifecycle email program to nurture mid-funnel leads that paid media alone couldn't close
Moved reporting from cost-per-lead to cost-per-qualified-opportunity, tied directly to pipeline value
“The reporting alone is worth it — we know exactly what's working every week. Pipeline is up almost 4x since we started.”
Marcus Reyes · CEO, Vertex Labs
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