Team and contractors · Legal and professional services
MXM had all fifty states covered. The first phone call still had nowhere to go.
The leads were never the hard part. What MXM didn't have was anywhere for a real call to land.
A real lead called MXM's owner and asked what happened next. He improvised on the spot: no standard brief to send, no intake document, nowhere in a CRM to even put the caller's name.
MXM runs influencer marketing, social media management, content production, and creator management, with people in place across the country. The brief had been acquisition: find more clients. Reaching one in any of fifty states was never going to be the hard part. Taking one on was.
The mechanism, not a one-time fix
- Meta lead forms instead of the website, cutting the weak site out of the acquisition path entirely
- Ran nationally rather than testing geographies, because the agency genuinely covered all fifty states
- A CRM the owner was trained on, so a lead had somewhere to live and a defined next step
- Onboarding, briefs, debriefs, documentation, invoicing — built alongside acquisition, not after it
- Selling itself stayed with the owner, who knew the service and the market better than any process could
Paid campaigns aren't running now: the owner moved to a bigger project and the agency works on referrals. He still calls when something needs untangling — the process, not the ad spend, is what's still standing.
- 132
- client leads$2,620.20 spend
- $19.85
- cost per lead
- 0 → 1
- repeatable client processBrief, debrief, onboarding, documentation, invoicing
The full engagement record
MXM — case study