AffiniPay, a U.S.-based SaaS provider serving legal and accounting professionals (with products like MyCase, Casepeer, Docketwise, LawPay and CPACharge), hit a major hurdle in early 2024.
Despite strong brand presence, they were struggling to scale their volume of Sales Qualified Leads (SQLs). That plateau threatened overall business growth and the capacity to expand
offerings and hire new sales talent.
Emotional State
They were stuck. The brand was strong; the market was clear; but the sales funnel wasn’t growing.
Marketing leaders knew something needed to change—they just didn’t have the roadmap to break out.
Key Tools & Technologies
- Correlation sheet process
- Google Ads & Microsoft Ads AI engines
- CRM‑based lead tracking for attribution validation.
Discovery Phase
We began by aligning directly with AffiniPay’s growth targets:
- Increase SQL volume YoY across all product lines
- Break the stagnation in new sales momentum
We identified that the missing piece wasn’t traffic; it was strategy: precision, attribution, and optimization grounded in business outcomes.
Implementation
- Built correlation reports that linked top‑of‑funnel tactics to downstream business impact.
- Established end‑to‑end metrics fed into Google and Microsoft Ads algorithms, training them to optimize for SQL‑quality leads.
- Applied audience optimization overlays and negative targeting to exclude underperforming segments.
- After the AI models matured, we rolled out broad match campaigns to scale.
- Made decisive pivots—including pausing a seemingly high‑performing PMAX campaign when correlation analysis revealed it delivered a net negative business effect.
Business Impact
- Average SQL volume lift: +25 % YoY across all five products
- Top product SQL growth: +42 % YoY
- Enabled accelerated sales growth, new offering expansions and additional hiring in the sales department
Client Impact
The strategy unlocked scalable, high‑quality SQL growth, reversed the plateau, and fuelled broader business expansion.
Lessions Learned
- Correlation > Clicks: Linking ad performance to business outcomes drives smarter decisions.
- AI Requires Both Volume & Quality: Without clean, high‑quality data, algorithms cannot scale effectively.
- Measure Net Impact: Only when correlation with total business performance is considered do campaigns deliver real value.
“We’d tried every channel, every tweak—but the results just weren’t scaling. Disruptive flipped the script. Their team didn’t just bring strategy—they brought clarity. Now, our SQLs are up, our pipeline is growing, and for the first time, our paid strategy actually feels like a growth engine.”
— Senior Director of Growth Marketing, AffiniPay
