To remember
- Working the existing lead base harder produced faster results than opening new acquisition channels.
- Automated nurturing workflows turned previously ignored MQLs into a real pipeline source.
- When messaging and tracking are consistent across channels, overall performance improves without changing spend.
Challenge
Full-funnel optimization: increasing conversion, monetization and ROI from existing acquisition channels
Doctolib wanted to unlock more value from its existing acquisition engine.
MQL and PQL leads were flowing in, but conversion rates were below potential.
The freemium funnel was generating volume without delivering proportional revenue impact.
Marketing and sales were operating efficiently but not fully aligned around revenue performance.
The objective wasn’t to add more channels.
It was to extract more value from what already existed.
Doctolib brought Bulldozer in to run a full-funnel audit from lead generation to revenue conversion and deliver concrete, prioritized recommendations to increase conversion rates, improve freemium monetization, and reduce CPA while maximizing ROI.
Strategy
Audit scope: data tracking, channel mix, funnel conversion and marketing-sales alignment
The audit covered five areas:
Tracking and data. Current data collection processes were reviewed to find where information was being lost and where the lead flow from freemium to SQL wasn't being tracked properly.
Acquisition channels. SEO was heavily skewed toward brand terms, with significant untapped potential at the MOFU and BOFU stages. SEA showed similar over-reliance on branded campaigns. The freemium funnel had friction points slowing conversion to SQL. Paid social campaigns were assessed by audience and creative format. Outbound sequences were reviewed for attack rate and the actual impact of email follow-ups on pipeline.
Conversion funnels. Conversion rates were mapped at every stage from first touch to closed client. Existing workflows were reviewed to find MQLs and PQLs that were falling through without any nurturing.
Marketing and sales collaboration. Lead scoring processes and how sales teams were prioritizing their outreach were assessed, along with where the two teams were working at cross-purposes.
Results
Strategic outcome: clear roadmap to improve MQL-to-client conversion
Doctolib now has a clear acquisition strategy and a prioritized action plan to improve MQL-to-client conversion across every channel.
