6-Month Marketing “Miracle” Lands Client $6 Million Mega Deal

From “referrals only” to full-blown marketing machine.

Our team helped a growing BPO firm end their overreliance on referrals and embrace a potent new lead source with digital marketing. In just six months, the firm was already closing massive deals and netting a jaw-dropping 38x ROI. Here’s how it happened.

The Client

The client was a business process outsourcing (BPO) firm with roughly 2500 employees. They delivered hand-picked teams a diverse array of industries, including travel, fintech, ecommerce, SaaS companies, and more. Their service offerings were diverse, but the business specialized in customer service and AI training.

The Problem

The firm had just been burned by their previous marketing agency. A lot of movement. Not a lot of action.

Too Much Fluff: Where’s the Beef?

One look at the client’s content strategy from the past year, and you could see countless fluff pieces that would never impact their bottom line.

Blog posts on international bread recipes are not going to generate deals for an outsourcing company.

But the client had been throwing money into the ether for two years for that kind of content.

The firm’s organic growth stagnated, and the CEO could feel their competitors pulling ahead.

Wasted Ad Spend on Social

With their paid ad budget allocated to a failing social media campaign, there was no lead pipeline to sustain the firm as they slowly lost their own clients.

Some attrition is normal. Attrition without new sales is a disaster waiting to happen.

Bad Design Killing Conversions

Bad design doesn’t mean a site is ugly, has bad colors, or a lame logo. Bad design means that the site steps on its own feet when it tries to sell.

The client’s previous agency dreamed up a horrifying kaleidoscope of a home page that left users feeling confused and turned off.

Quick-backs (immediately returning to the search results after a page loads) were common. Messaging was convoluted corporate jargon. Even locating the contact form was a Herculean endeavor. Worse, menus and forms completely lacked UX copy.

The Solution

Our team built a brand-new content plan for the client. Instead of waxing poetic about Manila coffee shops and Afghani bread recipes, we focused on:

• Competitor Comparison: What are their rivals doing better? What are they doing worse? Are there any content gaps we can plug to see immediate impact?
• Keyword Research: What are likely customers actually typing into Google? At which stage of awareness of these searchers?
• Landing Page Strategy: Which outsourcing services are prospects searching for? Is the client ranking for those searches? Where can we show up for prospects in the Decision stage of the buyer’s journey?
• Content Strategy: Where else can we provide value to prospects and build trust? Where can we show up for prospects who are still in the awareness and consideration stages of the buyer’s journey?
• Onsite Execution: How could we improve and salvage the client’s current pages and posts? How can we ensure that new pages and posts are fully optimized?
• PPC Overhaul: Instead of pumping cash into a failing social campaign, how can we funnel that money into a winning Google Ads campaign?

Showing up on Google and persuading people to buy isn’t rocket science. But you need the right plan. And you have to act. Here’s what happened.

The Results (Are Big)

The BPO firm’s digital comeback story was remarkable. We launched their redesigned site in January of 2024 alongside a new fleet of landing pages. Their posting calendar became clockwork. Their PPC campaign immediately started producing leads, 3x as efficiently as the previous social campaign.

Organic Keyword Tsunami

Organic keyword rankings are great, but they don’t tell the whole story. You can rank for keywords but not get visitors. Let’s take a look at traffic.

Traffic Surging

New users are up 80.4% compared to the same six months in 2023 (January through June). Wonderful.

ROI: Numbers Don’t Lie

But again, there’s a difference between users and leads. A big difference. Are the new landing pages converting? Are the new blog posts building trust? Let’s ask the client.

The client closed another deal worth $1.5 million with a travel company from an organic lead, and at the time of writing, has 60 active RFPs–up from just 15 at the time of our original proposal.

Here’s why that’s a big deal:

1. Based on marketing spend for 6 months vs. projected revenue from these two deals, the client netted a staggering 38x ROI. That means for every $1,000 put into marketing, they generated $38,000 in revenue. So far.
2. The firm hasn’t seen a marketing qualified lead. Ever. All of their prior deals were created at trade shows or referred to them.

And this is just the beginning.

Lessons Learned

Marketing is the bridge between your offer and your sales team. Here’s what that looks like in action.

Systemized Sales Messaging

The RFP process for outsourcing providers is lengthy and involves many rounds of calls and negotiations.

The firm saw a huge increase in their number of active RFPs because their new marketing collateral prepped and primed prospects for the sales team. Even better, the sales team began using the new messaging to break down sales objections and improve the flow of their pitch.

Copywriting is selling with words, after all.

Next Steps: Niching Down

After six months, our team learned that broad landing pages like “customer service outsourcing” aren’t even the best way to target potential clients in the BPO space.

There’s a golden opportunity to seize traffic for terms like “SMS outsourcing” and other subcategories. These are all lower competition and target searchers who may be deeper in the buying process.

Your Business?

There’s no secret formula at work here. If your goal is more customers, work backwards.

1. To get more customers, you need more qualified leads.
2. To get more qualified leads, you need to drive traffic to the right pages.
3. To drive traffic, you need to run the right ads and rank organically for high-intent keywords.
4. To build the right ads and rank organically, you need the right research.
5. And to conduct the right research, you need to ask the right questions.

That’s my system. It works. It can work for you.

But only if you make the first move. Contact me, and let’s chat about building your marketing machine.