Disconnected journeys
Leads arrived from online and offline channels, but what happened after the sales call sat in a separate place neither channel could see.
CASE STUDY · LORIEN FINANCE
Lorien Finance: Building a Connected Digital Acquisition System
A Mumbai fintech where leads came from every channel, but nobody could see what happened after the sales call. I connected acquisition, CRM and sales, so every lead improved the next one.
- CLIENT
- B2C · Fintech · Mumbai
- ENGAGEMENT
- 11 months
- MY ROLE
- Head of Marketing Communications: marketing and digital acquisition
- STATUS
- Completed
01
THE PROBLEM
Leads came in. What happened next went somewhere no channel could see.
No shared definition of a lead
Teams judged leads differently, so learning couldn’t build up across the organisation.
Cost per lead stayed high
Without feedback on which leads became customers, campaigns couldn’t learn what to optimise for.
02
THE SOLUTION
A connected acquisition system.
One customer journey and one lead definition
Every lead follows the same stages, owners and next steps, and the whole organisation agrees what a lead is.
A closed loop between ads and sales
Meta feeds the CRM, sales qualifies leads there, and that outcome goes back to Meta to improve targeting, across every channel.
Full-funnel marketing
Strategy for each stage: earning attention, keeping it, turning it into enquiries, then leads, then customers. Each stage has its own job and its own measure.
- Attention
- Engagement
- Enquiry
- Lead
- Customer
03
HOW IT WAS BUILT
Three builds, one loop.
Customer journey and lead-stage design
Stages, owners and handoffs from first enquiry to customer.
Meta–CRM integration
Leads sync into the CRM automatically, and qualified and converted leads flow back to Meta as signals.
Cross-channel rollout
Online and offline sources measured on the same stages and definitions.
SPECIALISTS USED
TECH PARTNER
[Placeholder: Meta–CRM integration]
CAMPAIGN AGENCY
[Placeholder: campaign execution, if any]
LORIEN’S SALES TEAM
Qualified leads in the CRM
04
THE RESULT
Digital became the main way Lorien acquired customers.
3× more leads from digital channels
Leads generated through digital channels tripled.
3× better lead-to-customer conversion
Better-qualified leads meant three times as many became customers.
Digital became the main acquisition channel
Digital overtook other routes as Lorien’s main source of customers.
Placeholder quote — replace with an approved client quote before publishing.
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