Scaling Qualified Leads: How a Membership Organization Increased Member Acquisition by 3M in 24 Months

Client Background

• Type of Business: Non-profit organization offering membership products to its members.
• Business Model: B2C.
• Acquisition Channels: SMS, phone, and local outreach.
• Engagement Channels: SMS, phone, and email.
• Geographic Scope: National, state, and highly-targeted locations.

Problem

• The client was facing significant CPA pressure due to their highly-targeted investment approach, limiting local growth opportunities.
• Difficulty scaling while maintaining quality of leads that respond through text and email.
• Needed to ensure leads were engaged and ready for conversion across multiple geo-targeted campaigns.

Goal

Find new channels to scale lead generation while minimizing Cost Per Acquisition (CPA).

Key Pain Points

• High CPA due to highly-targeted geo-specific campaigns.
• Geographical misalignment: Leads were being acquired from unintended geographies despite geo-fencing.
• Inconsistent channel performance: Some channels lacked sufficient geo-targeting capabilities.
• Lead quality: Ensuring only engaged leads were forwarded for further processing.

• Exactius Data Platform: Allowed for efficient tracking and data integration across channels.
• Exactius Cookie and Client- and Server-Side Tracking with GA4: Enhanced tracking and event reporting capabilities.
• Wizard Implementation: Optimized landing pages for conversion rate improvements.
• IP and Phone Verification: Ensured the quality of leads by verifying their details and location.
• Geo-Targeting Enhancements: Grouped geographies together to maximize efficient CPM and CPA opportunities.

Attribution & Testing

• Tested Multiple Geo-Targeted Campaigns: To ensure that campaigns were reaching the correct locations.
• Relentless Testing: Grouped geographies for better testing of CPM and CPA.
• 48-Hour Lead Quality Signals: Collected signals post-acquisition to measure the quality and engagement of leads.