The Challenge
Constellation Marketing, an Atlanta-based agency specializing in law firm marketing, had a long-standing relationship with a criminal defense client. Over five years, they delivered consistent growth through SEO and paid advertising. However, after the client engaged a consulting firm, CRM data misleadingly credited a website chatbot for new leads, casting doubt on Constellation's contributions and putting the account at risk.
“Churn is the biggest killer of growth. I think of WhatConverts like an insurance policy against client churn. It gives us the ability to prove our value.”
The Solution
To counter the misattribution, Constellation implemented WhatConverts for comprehensive lead tracking and closed-loop attribution. This enabled them to:
- Identify the exact marketing sources—such as specific ad keywords and landing pages—responsible for each lead.
- Cross-reference WhatConverts data with the client's CRM to confirm which leads converted into paying customers.
- Generate detailed reports showcasing revenue generated by each marketing channel.
With these insights, Constellation could address client concerns in real-time, demonstrating the quality and value of each lead.
“Even when we could show certain data points that would imply we’re generating business, there was still confusion about where the value should lie. Who is responsible for the value? And if we can’t clearly show that as an agency, they’re going to leave.”
The Results
By leveraging WhatConverts, Constellation proved that their marketing efforts were responsible for over $500,000 in revenue—accounting for 70% of the client's earnings during the evaluated period. This clear attribution showcased a 9X ROI, leading the client to not only continue the partnership but also increase their marketing budget by 150%.
“WhatConverts gives us and the client peace of mind that what we’re doing is actually working and we can prove it (that’s the big thing)."
Why It Matters
Accurate marketing attribution is crucial for agencies to validate their impact and retain clients. WhatConverts provides the tools necessary to tie marketing efforts directly to revenue outcomes.
