Case Study: How Signals Helped Dieline Double Revenue for Two Consecutive Years

When it comes to scaling a business, having a solid strategy backed by data can make all the difference. Today, we’re diving into a compelling case study about one of our clients, Dieline, and how implementing signals helped unlock significant growth. Over the past two years, Dieline has doubled its revenue year-over-year, and while we don’t claim sole credit for that success, signals were a key component in enabling this remarkable growth.

The Challenge: Scaling with Efficiency

Dieline was already a capable company with a strong offer and a great product-market fit. However, they faced three significant roadblocks:

1. High Customer Acquisition Costs (CAC): Growth was challenging due to inefficiencies in their systems, leading to a reliance on paid channels that lacked diversification.
2. Unreliable Data Reporting: Sales teams occasionally missed targets, often attributing it to poor lead quality. Bad leads were not being tracked effectively, and ad platforms weren’t optimized due to insufficient feedback loops.
3. Pipeline Leakages: Without clear visibility into which leads would convert, opportunities were slipping through the cracks.

The Solution: A Data-Driven Signals Framework

To address these challenges, we implemented a six-step process structured into four phases. Here’s how we did it:

1. Data Foundation Setup in HubSpot

The first step was creating a robust data foundation. This involved organizing all properties and fields in HubSpot to ensure critical information was captured and accessible. By doing so, Dieline could better analyze data throughout the customer journey, aligning their CRM with actionable insights.

2. Signal Identification

Next, we worked on identifying key signals. These signals included lead scoring mechanisms and specific behaviors indicative of high-converting prospects. This information was shared with the sales team, giving them a clearer picture of whom to target.

3. Direct Data Capture in HubSpot

With the foundation in place, we tied all relevant data back to individual contacts, companies, and deals in HubSpot. This ensured that team members had access to complete and contextual data for every lead and opportunity.

4. Analyzing Positive and Negative Signals

Pipeline leakage is inevitable, but understanding why it happens is crucial. We analyzed patterns to identify what caused successful conversions versus failed ones. By turning internal assumptions into hard data, we gave Dieline the clarity to refine their approach.

5. Automated Positive Signal Notifications

Automation played a big role in improving efficiency. For example, when a previously idle lead re-engaged—such as revisiting the website or reopening emails—the sales team was automatically notified. This allowed them to prioritize high-potential opportunities in real-time.

6. Automated Down-Sell Based on Negative Signals

Not every lead is a perfect fit for the core offering. To make the most of their acquisition costs, Dieline introduced a lower-priced product targeted at leads flagged with negative signals. This approach allowed them to monetize leads that might have otherwise been discarded.

The Results: Measurable Growth

The impact of these changes was clear. In January 2023, Dieline had 350 clients. By the end of that year, they had grown to 632 clients, and halfway through 2024, they reached 817 clients. Importantly, these weren’t just one-off deals—many were recurring revenue sources.

While the client count nearly doubled, revenue growth outpaced it, thanks to higher deal sizes and upgrades from existing clients. This highlights how the signals framework contributed to sustained, scalable growth.

Additional Success Stories: DECA Lash & CoverTree

Dieline isn’t the only success story. Here are two other examples of how signals drove results:

• DECA Lash: Implementing signals during customer lifecycle stages helped reverse declining appointment trends and boost memberships—a key focus area for their business.
• CoverTree: By addressing pipeline leakage, we achieved a 53% increase in closed-won deals in one quarter, followed by an 82% quarter-over-quarter growth in the next.

Key Takeaways

Our signals framework doesn’t reinvent the wheel; instead, it amplifies what’s already working. By providing actionable data and insights, we empower our clients to make informed decisions that drive growth.

This collaborative approach ensures that both our team and the client’s team bring their unique strengths to the table, resulting in a true win-win.

Ready to See Results for Your Business?

If you’re curious about how signals could help your company achieve similar results, we’d love to chat. Whether you’re looking to streamline your sales process, optimize your customer acquisition, or reduce pipeline leakage, we’re here to help.

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