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To remember
- Relying on two channels creates fragility. Adding new ones is not just a growth move, it is a risk management one.
- Optimizing existing campaigns in parallel with opening new channels compounds the results faster than doing either alone.
- A growing lead volume only helps if the team can handle it. Getting the internal process right was just as important as generating the leads in the first place.
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Challenge
Breaking lead generation ceiling and reducing dependency on paid channels
Vertuoza had hit a ceiling on lead generation and was too dependent on Meta and Google to break through it. They also needed to tighten up internal processes to handle leads more effectively. The goals were:
- Find and activate new acquisition channels to double lead volume.
- Get more out of existing Meta and Google campaigns.
- Revamp the sales process and improve how the team communicated with leadership.
Strategy
Channel diversification, paid optimization and sales process restructuring
- Tested new acquisition channels to reduce dependence on Meta and Google.
- Improved existing Meta and Google campaigns to get more out of what was already working.
- Brought in SDRs to handle lead processing and built a cleaner sales workflow around them.
- Set up clearer processes and communication routines between the marketing team and leadership.
Results
Doubled lead volume, strong ARR growth and new channels activated
- 750 leads generated, doubling monthly lead volume
- €300K new ARR per month
- 3 new acquisition channels activated
