Seven engagements. The numbers, unrounded.

First growth hire, no infrastructure in place — so no way to know where leads were being lost until something existed to measure it. I built the whole engine — site, brand guide, analytics, paid framework, lifecycle and follow-up — inside four months. It produced signed customers, not a lead list.

Lead-to-close

5.5% on the webinar funnel specifically — 165 closes from it

Leads

1,000+ qualified across all channels over the 4 months; ~$95 of that was paid spend, the rest organic, content and referral

Bounce rate

70%+ → 23%

Drop-off

Cut 30%+ with behavioural email

The company didn't provide leads. The first months went into building the acquisition engine from scratch — content, paid, cold outreach, referrals, influencer partnerships — with nothing closing yet because there was no pipeline to close. Revenue started once that pipeline existed, closing deals with buyers who take three months to decide.

Revenue closed

₦62M+ (~$40K) in 8 of the 15 months — the rest was building the pipeline that produced it

Pipeline source

100% self-generated

Buyers

HNW & diaspora, long cycles

Also built

Rep training on follow-up systems

Diagnosed first: audited the full route from click to purchase and found the drop-off wasn't a traffic problem — it was where the page lost people once they'd already clicked. Rebuilt that route. No extra traffic and no extra budget, a different path through what was already arriving.

Conversion

8% → 35%

Traffic

No increase

Levers

Messaging · qualification · email

Spend

Unchanged

A targeted campaign in a market where cost per lead sat above ₦500 and the average deal took about three months to close. It closed four in twenty-one days.

Deals closed

4 in 21 days

Leads

200+ sales-qualified

Cost per lead

₦60 (~$0.04) — 88% below market

Against

A 3-month industry cycle

Inherited a Meta account with poor return and diagnosed why before touching the budget: the audience was broad and the creative was promising something the product page didn't deliver. Rebuilt the audience architecture and realigned the creative with what the copy actually promised, rather than adding spend.

ROAS

6x

Budget change

None

Levers

Audience rebuild + copy alignment

Platforms

Facebook & Instagram

Brought in to bring cost per lead down without wrecking what happened after the click. Both numbers moved the right way.

CPL before

₦600+ (~$0.39)

CPL after

₦150 (~$0.10) in 2 weeks

Downstream

Conversion improved alongside

Duration

14 days

Built as part of a product-marketing application, not a paid engagement — included to show how I think through a software growth problem. I audited both products, mapped ICP segments, found the gap between the promise and the experience, and proposed a campaign framework with sequences tied to activation milestones. Elements of it were implemented by the team.