Lineage
A webinar series that beat paid on cost per customer
A 73x return on about $2,400
The problem
Lineage’s buyers are cautious, and a $14K acquisition cost meant every paid customer had to be worth a lot before it paid back. The company needed a channel that built trust before the first sales call.
Results
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73x Return on about $2,400 in spend
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$176.5K Closed revenue influenced across 10 deals
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~$240 Per deal, against a $14K CAC on paid channels
What I did and what it moved
- Built the program end to end, from email and registration to replays, which made it the lowest-cost source of closed revenue at the company.
- Designed the session graphics and a four-email sequence, which brought in 377 registrants, with 41% watching live or on replay.
- Built an AI clip pipeline that turns each session into 10 to 20 short videos, which keeps social stocked every week.
- Built a performance dashboard in Claude Code that tracks registrations, attendance and pipeline in one place for the whole company.