TL;DR
- Running inbound and outbound together produced better results than either would have in isolation.
- Keeping marketing and sales tightly coordinated was what made the conversion funnel work. When both teams operated from the same plan, leads moved through faster.
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Challenge & Objective
Relaunching MQL generation through paid media for an HR performance management SaaS
Empowill is a SaaS solution helping HR teams and managers structure performance reviews, individual goal-setting, and skills development plans. When engaging with Bulldozer, Empowill was experiencing a decline in MQL generation and needed to relaunch its paid acquisition engine. The objective was to diagnose the root causes of the lead decline, rebuild a structured paid media strategy, and restore qualified lead flow at a controlled cost — with results expected in the first few weeks.
