Discover how we generated 11,000+ mortgage leads in just 12 months starting from scratch — with a full-funnel marketing strategy that's applicable across any industry.While most agencies jump straight to tactics, our systematic approach began with fundamental audience research and strategic positioning, enabling DSLD Mortgage to transform from complete dependence on their parent company to self-sufficient lead generation.For marketing leaders at established businesses looking to dramatically scale lead generation, this case study reveals:• Why starting with customer research and positioning is non-negotiable — and how our "Branding and Positioning Accelerator" process identifies your most valuable audience segments and their unique buying journeys• How we reduced cost-per-lead from £100 to £30 through audience segmentation — creating separate ad campaigns, landing pages and email sequences for different customer types• The exact website structure that achieved a 3%+ conversion rate and won "Standout B2C Website of the Year" at the UK Digital Excellence Awards• Our counterintuitive approach to "low-quality leads" that transformed supposedly worthless prospects into a continuous revenue streamI'll share how we built a comprehensive SEO campaign that now generates £200,000 worth of PPC-equivalent traffic monthly, primarily from non-branded keywords representing completely new customers.As I explain in the episode:"Instead of treating their entire audience as one homogeneous group, we created separate campaigns for each audience segment. This allowed us to create ads with messaging tailored to each segment's specific needs, direct traffic to landing pages designed for each audience type, and implement segment-specific email follow-up sequences."If you're ready to build a lead generation system that delivers predictable results without relying on guesswork or vanity metrics, this episode provides your blueprint for success — whether you're in mortgages, renewable energy, or any other competitive market.Get the show notes:https://exposureninja.com/podcast/355/Listen to these episodes next:Copy Rocket Mortgage's $5 Billion Marketing Strategyhttps://exposureninja.com/podcast/353/5 Signs It’s Time To Redesign Your Websitehttps://exposureninja.com/podcast/352/A Marketing Leader's Guide to SEO in 2025https://exposureninja.com/podcast/346/

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