Getting leads from 48% to 63% completion on a self-discovery tool
A re-engagement campaign for Brave Leadership's self-discovery lead magnet, raising completion from 48% to 63% — strategy, copy, and build all mine.
- Role
- Strategy, copy, segmentation, build, QA
- Company
- Brave Leadership
- Timeline
- Within the Aug 2025 – Aug 2026 reporting window
- Team
- Solo
- Impact
- 48% → 63% completion (+15 pts)
Overview
The Super Objective (SO) Tool is Brave Leadership's self-discovery lead magnet — the entry point into their funnel. A meaningful share of leads started it but never finished, which meant they never reached the nurture sequence downstream (see the SO Tool to LE Pitch case study) at all.
Problem
Leads were starting the SO Tool and going inactive before completing it, capping the volume available to every stage of the funnel after it.
Solution
Wrote short re-engagement copy and built the segmentation and trigger logic in ActiveCampaign: entries who went inactive after starting the tool were branched into a re-engagement send, then routed to completion or exited from the flow. QA tested end to end before launch.
- TRIGGER — Started SO Tool, went inactive
- WAIT
- BRANCH: Completed SO Tool?
- If No: EMAIL — Re-engagement send
- If Yes: GOAL — SO Tool completed
Results
| Metric | Before | After | Change |
|---|---|---|---|
| SO Tool completion rate | 48% | 63% | +15 pts |
My role
Kenneth owned this end to end: wrote the copy, designed the segmentation and trigger logic, QA tested, and launched. This campaign sits just upstream of the 11-email 'SO Tool to LE Pitch' nurture sequence — together they're one connected funnel: reactivate → nurture → convert.
Let's talk.
Open to remote Digital Marketing, Marketing Automation, and WordPress roles — reach out directly.
kenjsangalang@gmail.com
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linkedin.com/in/kenneth-jon-sangalang-tech
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GitHub
github.com/ken-turtle-learner
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Available now · Remote