Lumen Health
CAC payback 41 → 19 days
Lumen Health was generating leads but burning cash to close them. We rewrote the positioning, rebuilt the marketing site on Next.js 14, and routed visitors by intent — CAC payback dropped from 41 days to 19.
What was broken
Lumen Health's site treated every visitor identically — clinicians, hospital admins, and curious investors all landed on the same hero. Demo-request rate was 1.1%, but the SDR team was burning hours on bad-fit leads. CAC payback sat at 41 days against a 30-day target. The marketing team had been A/B testing button colours for six months with no movement.
What we did
- 1
Ran 12 customer interviews and re-segmented the audience into three jobs-to-be-done. Rewrote messaging for each.
- 2
Rebuilt the site on Next.js 14 App Router with three distinct landing experiences routed by traffic source and UTM.
- 3
Redesigned the pricing page around outcomes rather than feature checklists. Added an ROI calculator that emails the result.
- 4
Wired Segment + HubSpot so every form fill knows the visitor's journey. SDRs see context before the first call.
- 5
Built a self-serve demo (interactive product tour) for top-of-funnel and an SDR-routed demo for high-intent.
How it unfolded
12 customer interviews, JTBD framework, positioning v1.
Next.js 14, three landing experiences, design system.
Outcome-led pricing, interactive ROI calculator.
Segment + HubSpot. SDR context handoff.
Cutover. CAC payback drops within 3 weeks.
“Our SDRs stopped complaining and our CFO stopped grimacing. Payback halved in one quarter — that's the only metric that mattered.”