Industry: Financial Services / Asset Recovery
Market: United States (B2C)
Audience: 55+, middle America, trust-sensitive, high urgency
Stage at Engagement: Concept / Pre-revenue
Initial Team Size: 5
Context
Unclaimed Money Discovery was conceived as a service intended to support outbound outreach, including cold calls, radio, and direct mail. At the time MBD was engaged, the business was still in its early stages of formation.
There was no inbound marketing system, no defined digital journey, and no operational infrastructure connecting demand, sales, and service. What existed was an idea, a small team, and an early hypothesis about how the service could work.
MBD was brought in at the beginning to help shape how the business would actually operate.
What Needed to Be Designed
Because the company was early-stage, the work was less about optimization and more about definition.
Together with the founding team, MBD helped design:
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How the service would be positioned and explained
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How customers would discover it
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How trust would be established digitally
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How inbound interest would flow to agents
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How work would be tracked, fulfilled, and supported over time
In practical terms, this meant designing the product, the marketing system, and the operating workflow in parallel.
Inbound Marketing System Strategy
MBD recommended building around search intent rather than interruption-based outreach.
Inbound demand was designed using Google Ads, focused exclusively on:
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Branded and non-branded search keywords
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High-intent queries related to unclaimed assets
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Clear educational framing rather than aggressive persuasion
All traffic was routed to a single core page that functioned as both the homepage and the primary conversion path.
Trust and legitimacy were emphasized through third-party markers, including:
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Better Business Bureau
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International Asset Recovery Association
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Association of Professional Genealogists
Inboundcalls are connected directly to available agents, minimizing delay and drop-off.
System & Workflow Design
As inbound volume increased, operational design became central.
MBD worked alongside the team to evaluate and evolve CRM infrastructure, including:
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OrderLogix / OLTC
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SugarCRM
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A final implementation on Orange CRM by Halo Tree
Across these systems, MBD helped design:
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Lead and case workflows
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Agent responsibilities and handoffs
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Ticketing and research tracking
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Quality assurance checkpoints
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Reporting structures across marketing, sales, and fulfillment
These systems were built early to support growth without creating operational debt.
Customer Experience Design
Because the service itself was being defined, customer experience was designed intentionally rather than retrofitted.
Improvements included:
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Clearer educational framing before agent contact
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Better alignment between sales conversations and service delivery
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Predictable turnaround times
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Ongoing customer support as part of the service model
The goal was clarity and confidence throughout the process.
Business Model Evolution
As the service matured, pricing and offerings evolved alongside it.
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Initial entry pricing began at $9.95 with cross-sell opportunities
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The service expanded into recurring offerings
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Final pricing reached $34.95 per month
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Partner add-ons developed into structured service tiers
This evolution reflected a clearer understanding of customer needs and long-term value.
Performance & Scale
Over time:
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Monthly ad spend scaled from $1,000 to $35,000
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Cost per lead/call was optimized to approximately $1
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Sales agents averaged a ~12% conversion rate
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Campaign delivery was scheduled around agent availability to reduce waste
Growth was scaled to match operational capacity.
Constraints & Considerations
From the start, the system accounted for:
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State-level service restrictions
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Demand spikes and seasonal variability
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Staffing and fulfillment capacity
These constraints informed both campaign design and internal workflows.
Perspective
This engagement reflects how MBD approaches early-stage businesses.
Rather than separating marketing, operations, and service design, all three were developed together. Marketing was treated as part of the business system, not a layer added after the fact.
The result was an inbound marketing system designed to scale without losing control, clarity, or customer trust.
