1) The Client

Industry: 

A high-ticket B2C coaching & consulting company.

Background: 

This company scaled rapidly to $10 million in revenue within two years. Despite their success, they faced operational inefficiencies and increasing competition within their niche of the coaching/consulting industry. They had made a significant impact, but their fast growth also came with some challenges, particularly in maintaining conversions as they scaled their sales team and advertising efforts.

2) The Challenge

Specific Problem: 

• Rising cost per lead and conversion due to increased competition and outdated content.
• New sales reps struggled to convert leads.
• Client was unsure how to address the issue, with cost per acquisition approaching unsustainable levels.

Goals: 

• Improve conversion rates.
• Optimize marketing efforts.
• Reduce advertising costs to ensure business model sustainability.

Previous Attempts: 

They had experimented with different platforms, targeting strategies, and ad formats, but were still seeing diminishing returns as they scaled.

3) The Solution

Systems Implemented: 

• Developed a video content strategy focused on brand storytelling.
• Created long-form videos showcasing:
  • Founders' passion for the business.
  • Their systems and operations.
  • Thought leadership within their industry.
• Included behind-the-scenes footage, interviews with key team members, and live testimonial AMAs with current clients.

Services Provided: 

• As a fractional CMO, we developed, managed, and executed the entire strategy to rebuild their campaign content and marketing infrastructure, improving brand storytelling and conversion rate optimization.

Collaboration: 

Our team worked closely with the client’s staff, providing interview training and organizing the logistics of the shoots, including hiring teams, securing permits, and adhering to the budget. Importantly, we aligned this new creative content with their existing ad strategy, deploying it across landing pages, websites, and their advertising funnel.

4) The Results

Key Performance Indicators (KPIs): 

• Cost per acquisition (CPA).
• Cost per lead (CPL).
• Top line revenue

Quantitative Results: 

• 39% monthly revenue increase, from $800k/mo to $1.1m/mo within 8 months.
• 25% reduction in CPL within 3 months.
• 53% reduction in CPA within 4 months, thanks to video marketing integration across ad campaigns and nurture sequences, and sales team retraining.

Qualitative Results: 

• Significant improvement in brand perception and customer connection to the founders.
• Sales team effectively leveraged new video content, enhancing engagement and conversion rates.
• Videos with tens of thousands of views bolstered the company’s credibility as an industry thought leader.

Client Feedback: 

The client reported that their sales reps felt more confident using the video content to connect with leads. The feedback from customers and stakeholders was overwhelmingly positive, noting that the company’s passion and expertise shone through in the new content.

Long-term Impact: 

The client shifted from relying on static content to more creative, dynamic materials. This pivot not only led to continued brand growth but also established them as industry leaders. Their success influenced competitors to adopt similar content strategies, further solidifying the company’s position in the marketplace.

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