Funnel Design & Automation

Automation built on top of a poorly understood funnel just accelerates bad decisions. Before touching any tooling, we map the actual stages your buyers pass through — from first awareness to signed contract — and identify where prospects currently stall, drop off, or get lost between marketing and sales handoff.

This mapping exercise regularly surfaces gaps that no amount of automation will fix on its own — like sales reps not following up within the window leads expect, or a nurture stage that doesn't exist at all between initial download and demo request. We flag these before recommending any automation build, because automating a broken process just breaks it faster and at scale.

For finance and professional services clients with more complex, multi-stakeholder sales processes, this mapping often reveals that different buying committee members need entirely separate nurture tracks running in parallel, rather than one generic sequence.

Generic lead scoring models based purely on email opens and page visits routinely misfire, scoring curious researchers as highly and equally interested buyers as low-intent tyre-kickers. We build scoring models that weight firmographic fit (company size, industry, role) alongside genuine intent signals — pricing page visits, demo requests, repeat visits within a short window.

For regulated industries like fintech, we also build in negative scoring or disqualification rules based on compliance fit, so leads that will never convert regardless of engagement level don't consume sales attention. This kind of nuance is what separates a functional automation setup from one that just generates noise.

Effective nurture sequences match content to where a prospect actually sits in their decision process, not a fixed number of days since signup. A prospect who downloaded a top-of-funnel guide needs education; one who's visited the pricing page three times needs a case study and a reason to talk to sales now.

We write and structure these sequences directly, drawing on the objection-handling and proof points used in landing page and sales collateral, so messaging stays consistent across every touchpoint a prospect experiences rather than fragmenting between departments.

For professional services firms, nurture often needs a longer runway with more educational, thought-leadership-style content, since the eventual purchase decision can take months and a purely promotional sequence will exhaust its welcome quickly.

Automation is only as reliable as the data flowing between your marketing automation platform and CRM. We handle the technical integration work — field mapping, lifecycle stage syncing, lead routing rules — so that sales sees accurate, real-time lead status rather than a stale or duplicated record.

This integration work is unglamorous but it's where most automation projects quietly fail: a beautifully designed nurture sequence is worthless if the lead never gets correctly routed to the right sales rep at the right time.

We define handoff criteria jointly with sales and marketing stakeholders — what score or behaviour triggers a lead moving from automated nurture to a live sales conversation, and what happens if sales doesn't act on it within an agreed window. Without this agreement, automation just becomes another source of marketing-sales friction rather than a fix for it.

We build in feedback loops so sales can flag poor-quality leads back into the scoring model, continually refining accuracy over time rather than setting scoring rules once and leaving them static for a year.

Once live, we monitor sequence performance — open, click and conversion rates by stage — and adjust content, timing and scoring thresholds based on real data. Automation set up once and never revisited degrades as your product, market and buyer behaviour evolve.

We run quarterly reviews with clients to reassess scoring models and sequence content against actual sales outcomes, ensuring the system keeps pace with changes in the business rather than running on assumptions from a year ago.