The Context

Five months after joining a B2B trademark registration company in Brazil—and building the marketing function from scratch—I was tasked with a clear objective:

Drive revenue through marketing.

Paid acquisition was already generating a high volume of inbound leads via Google Ads. However, conversion performance didn’t match the volume.

• Tens of thousands of leads had been marked as “lost” in the CRM
• Many had already interacted with the sales team
• No structured recovery process was in place

This indicated a clear gap: we were paying for leads, but not capturing their full value.

The Challenge

This was not a top-of-funnel issue.

It was an efficiency problem, identified through a detailed analysis of the CRM and the existing sales process.

By reviewing lead history, recovery patterns, and how the sales team operated, I identified consistent drop-offs across the funnel:

• No response after initial contact
• Disengagement mid-process
• Budget or timing constraints

In parallel, the process itself revealed structural gaps:

• Follow-ups were inconsistent
• No segmentation or prioritization existed
• Recovery efforts were manual and non-scalable

This diagnosis made one thing clear:

Scaling acquisition at this stage would increase CAC without improving revenue efficiency.

The Approach

Instead of increasing volume, I focused on capturing existing demand more efficiently.

1. Loss Analysis

I conducted a structured analysis of historical CRM data to understand which lost leads were eventually recovered—and why.

Three primary loss reasons concentrated most recovery opportunities:

• Lack of interest
• Drop-off during the process
• Budget constraints

This analysis defined the segmentation logic and prioritization model.

2. Structured Re-engagement (MVP)

To validate the opportunity, I designed and executed an MVP targeting 4,300+ lost leads.

Key components:

• Segmentation based on loss reason
• Tailored messaging aligned with each objection
• Multi-channel execution: email + SMS

I tested whether a structured, insight-driven approach could consistently generate a pipeline from previously lost demand.

3. Sales Enablement

A key insight from the analysis:

Recovered leads require a different sales approach than new inbound leads.

Based on this, I:

• Developed a dedicated re-engagement sales process and script
• Adapted the pitch to reflect prior interactions and objections
• Led sales enablement sessions, including hands-on support during the MVP
• Weekly follow-up with the sales team and stakeholders

This ensured consistency between reactivation and conversion.

The Results

MVP Performance:

• 53% of respondents requested a meeting
• 4,300+ leads reactivated
• 8 deals closed

After Scaling (including Black Friday campaigns):

• ~$6,000 USD in recovered revenue (~R$29K)
• 1–2 weeks from execution to revenue generation