Vaco by Highspring
Building a B2B demand engine that hit Vaco's best paid year on record
Rebuilt paid media, CRM and SEO for a national placement firm and tied every dollar to revenue.
- 92
- Web leads in one month (record, March 2025)
- 350%+
- ROAS, full year
- $1.54M
- YTD gross margin, Q1 2025
- 3,000%
- CRM growth to 400K+ contacts
The situation
Vaco ran five separate websites that cannibalized each other's keywords. There was no end-to-end attribution, so nobody could say which spend produced which placement.
The CRM was stale, with email open rates near 20%, and several client portfolios were at risk of leaving.
What I did
Paid media at scale
$1M+ a month across Google, Meta and LinkedIn, managed to revenue instead of lead volume.
Attribution and dashboards
End-to-end attribution and executive dashboards in HubSpot, so every lead traced to a placement.
CRM lifecycle and segmentation
Rebuilt lifecycle stages and segments, and grew the database from about 13,000 to 400,000+ contacts.
SEO consolidation
Consolidated competing sites and built location pages to stop the keyword cannibalization.
Client retention plays
Full-funnel rescue plans for at-risk client portfolios.
March 2025: 92 web leads, the highest month on Vaco's 2022 to 2025 lead chart.
The results
- 62 → 64 → 92
- Q1 2025 web leads, January to March
- $1.63M
- YTD pipeline gross margin
- 410K
- Annual SEO clicks
- 12M
- Annual SEO impressions
- $2,000+ → <$1,000
- Cost per lead
- 20% → 40%
- Email open rate
- 25 to 30%
- Of at-risk portfolios rescued
What made it work
- Attribution came before scale, so budget moved to what actually closed.
- One scorecard gave sales and marketing the same numbers.
- Consolidating the sites turned competing pages into one stronger footprint.
Next step
Let's find the revenue in your funnel.
Send me a note. I'll tell you where I'd look first.