Reliable funnel data, then experiments.
A San Francisco based digital insurance brokerage that sells commercial insurance online to startups, technology companies and small businesses. Buyers can get quotes and bind cover for policies such as D&O, cyber, professional liability and general liability without a traditional broker process. Growth depends on organic search, paid acquisition and a sales team handling larger accounts.
Growth relied on SEO, accurate tracking and clean CRM data. Marketing reporting was fragmented across platforms, and different tools showed different numbers for the same funnel.
Marketing could not show its contribution to pipeline, because web data and sales data never met. SEO changes went live with no way to measure whether they helped.
Conversion rates were flat, and there was no testing programme in place. Changes were made on opinion and incomplete information.
Closing tracking gaps
We audited GA4 and GTM against the quote and bind funnel and expanded tracking where data was missing. A documented event plan now covers every key step, and changes are tested before release.
Product analytics in PostHog
We integrated PostHog to track how users move through the product after sign-up. The product team can see where applications stall and which features get used.
Salesforce and Snowflake
We supported the Salesforce rollout and connected marketing and sales data in a Snowflake warehouse. Leads, opportunities and policies now trace back to the campaigns and pages that produced them.
SEO testing with GrowthBook
We deployed GrowthBook to run controlled SEO experiments on groups of pages. Each test has a hypothesis, a success metric and a written result, so the team knows which changes moved organic traffic.
Structured CRO programme
We ran a CRO programme across the core conversion flows, prioritised by where the funnel leaked most. Winners were rolled out and losers were written up so the lessons were kept.
Self-serve dashboards
We built Looker Studio dashboards for marketing, product and finance on top of the unified data. Teams answer their own questions without waiting on an analyst.
- Reporting is unified across marketing and product channels.
- An SEO experimentation programme runs on GrowthBook.
- Marketing and sales work from the same data through Salesforce and Snowflake.
- Clear funnel visibility guides campaign decisions.
- Teams serve themselves through shared dashboards.
The client’s name and specifics are covered by an NDA that limits what we can publish. We have permission to discuss the work in more detail in private, so ask us on a call.
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