Digital Marketing Misalignment Case Study
From $20K in digital marketing ad spend to empowered growth: How we transformed misalignment into momentum.
The challenge
My client came to me overwhelmed and frustrated. They were too busy delivering and chasing leads they didn't have time for, with no structure to manage any of it. But they knew they needed a better way.
The situation:
$20K spent on lead generation with zero ROI tracking
They didn't even know how much they'd spent
Their solution? Spend MORE money on more leads
Leads coming in weren't the right fit
The offer advertised didn't align with what they were actually delivering
Clients were hard to convert
Founder was starting to doubt their abilities because nothing was closing
System gap meant lead information was delayed getting to them
No CRM or leading tracking set up
No connection between their social media, marketing, and ad spend
The Insight
When I operated from my five-dimensional lens, looking at Business systems, Buyer journey, Market positioning, Owner capacity, and emerging Patterns, I saw something critical:
The issue wasn't their delivery. They had amazing 5-star reviews. They worked so hard to add value and show up authentically. They had a digital marketing misalignment that was generating leads that were not the right fit and this was causing friction and struggle when trying to convert them.
The issue was complete misalignment across every dimension.
The solution
We took a step back.
The solution came from analysing not only the data, but the systems, the strategy and brand position alignments. From there determined the outcomes we wanted to achieve and implemented the following across these 4 dimensions.
Strategic Realignment
Fixed the offer to match what they actually deliver
Changed the ad to attract the right people
Implemented a system to fix the efficiency gap so lead information flowed immediately
Put in place a system to ensure that future ad management aligned to achieve outcomes and goals.
Data Intelligence
Discovered patterns with the data that showed the misalignment.
Mined that $20K of data to finally see the ROI (which hadn't been done)
Set up a going-forward system to track and analyse data properly
Discovered the length of the pipeline was lengthly
Lost sales due to not right fit leads but found opportunities to follow up that had been forgotten.
Discovered missing leads in data that have been tracked.
Systems Implemention
Set up an ongoing CRM system to track and nurture leads properly
Ensured nothing slips through and every lead gets the attention they deserve
Set up fail safe back ups to ensure notification happened instantaneously.
Made a plan going forward for lead nurture.
Brand Positioning
Started building brand awareness that fit their actual USP
Nobody knew their superpowers. I don't even think the client knew their own superpowers
I identified these and we started to build, connecting social media to marketing to ad spend
They became known for what they do and how epic they do it
We utilised their USP to their advantage
The Result
Client is now starting to feel empowered.
They realised they ARE good at what they do. The system and digital marketing misalignment was sabotaging them.
Lead Gen is more closely monitored and ROI tracked.
Digital marketing spend should actually reduce now that more qualified leads are coming in and organic marketing and brand awareness kicks in
Future digital marketing campaigns that feed the funnel rather than clog the funnel
Brand awareness campaign provides future clients the opportunity to know the client's USP before we they have engaged with them creating warmer more aligned leads.
They show up differently now. In control. Confident.
And because of this shift? They will close more.
This is what happens when someone holds all five dimensions simultaneously and sees the real problem, not just the surface symptoms.
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