An Inc. Power Partner company came to us with a PPC landing page that was converting well.
Leads were coming in consistently. The conversion rate looked healthy. By every surface metric, the page was doing its job.
But the deals downstream of that page were too small.
The page was attracting and converting their existing audience (small businesses) when the company's growth targets required mid-market accounts with significantly higher MRR.
The messaging wasn't broken, per se. It was just optimized for the wrong audience.
This is the False Positive blind spot:
Performance looks fine at the asset level, but is actually undermining downstream goals.
Conversion rate, open rate and leads generated tell you something… but they don't tell you everything. And the gap between what they tell you and what's actually happening in pipeline is where damage accumulates.
By mapping messaging needs to the buying journey for each segment, we developed a messaging strategy that resonated with both audiences. The result: 19% fewer leads and 53% more MRR from newly converted accounts. (The MRR increase more than offset the drop in leads.)
Surface metrics tell you if messaging is working. Downstream metrics tell you if it's working for the right people.
'Til next week,
Carolyn
How I can help you:
Boxcar helps marketing leaders at sales-led B2B tech companies fix their messaging. We start with why it's not working and end with a messaging strategy that actually drives pipeline.
I also work with a small number of clients to operationalize that strategy using AI, building tools their marketing team can actually use to create high-quality, on-brand outputs. (If you’re curious about this, mention it when you reach out.)
Interested in working together? Reach out by filling this form.
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