Find the friction. Make the message clear. Move people forward.
I help agencies and growing businesses understand what’s holding back a campaign, strengthen the creative, and improve the path from interest to a qualified lead or sale.
Ashley Kays · Strategy through implementation 20+ years across product, marketing and customer experience
THE CAMPAIGN → THE CUSTOMERAK / 01
B2B / Make the next step clearEDUCATION / Give the benefit a story
Research informs the message. The experience carries it through.
FOR AGENCY LEADS & GROWING TEAMS
Diagnose the accountBuild the creativeImprove the pageExplain the next decision
01 / CLIENT WORK · HCIM / AI SALES ENGINE
From stalled interest to sales conversations.
HCIM: a healthcare-automation engagement connecting positioning, conversion design and sales follow-through.
My role Lead consultant · GTM · Funnel strategy · Sales operations
01
The starting point
A payer-workflow software business had website interest that was not turning into booked meetings. The path from initial interest to a useful sales conversation needed attention.
02
The work I delivered
I reworked the CTA architecture around a clearer demo path, a revenue-leakage review and an ROI calculator. I sharpened positioning against an AI competitor and developed signal-aware outbound.
I also built a campaign approval portal so the client could review the work and give feedback in one place.
03
The commercial lesson
Make the value understandable, give the buyer a useful reason to respond, and connect that response to the next step in the sales process.
The brief: make the audience, problem, benefit and next step unmistakable.
01 / The problem
Lead with the situation the buyer recognizes.
“Website visits. Leads coming in. Still too few sales?” identifies an existing conversion problem. It speaks to founders and growth teams already generating interest.
What I would measureReview qualified inquiries and the reasons buyers give for reaching out.
The problem: Lead with the situation the buyer recognizes.
“Website visits. Leads coming in. Still too few sales?” identifies an existing conversion problem. It speaks to founders and growth teams already generating interest.
The benefit: Explain what becomes better.
“Find where potential customers drop off—and fix the next step” connects the service to a practical improvement in the customer journey.
The offer: Make the work and commitment tangible.
The $997 Growth Fix names the price and three deliverables: a journey review, one focused improvement and a measurement plan. The scope answers the concern about paying for a vague report.
The next step: Carry the same promise through the click.
“Find My Growth Leak” continues the diagnostic story. The destination needs to explain the same offer, what happens next and how to get started.
A practical starting plan, adapted to your accounts, access, approvals and sales cycle.
DAYS 01–05
Find the constraint.
Review the account, search terms, creative, landing pages and lead journey. Verify tracking and agree on the conversion that matters.
WHAT YOU RECEIVE
A baseline, tracking checks and a prioritized issue list.
Where is the most valuable opportunity to improve?
DAYS 06–10
Build the first fixes.
Refine the offer and message. Prepare focused creative and landing-page changes, scoped negatives and a clear test brief.
WHAT YOU RECEIVE
Review-ready assets, implementation priorities and a measurement plan.
Which hypothesis deserves the first test?
DAYS 11–20
Launch. Check. Learn.
Release approved changes, verify the complete conversion path and review delivery, spend and lead quality. Record what changed and when.
WHAT YOU RECEIVE
Live improvements, a QA record and a campaign decision log.
Is the test running correctly and reaching suitable buyers?
DAYS 21–30
Make the next call.
Review results against the baseline, business economics and conversion lag. Recommend continuing, revising, pausing or expanding the test.
WHAT YOU RECEIVE
A client-ready readout and the next prioritized experiments.
What does the evidence support doing next?
The first month creates a sound baseline, useful improvements and a clear next decision. Test conclusions follow the available evidence and the time customers need to convert.
05 / EXECUTION & QUALITY
Follow the click. Check every handoff.
My launch review connects the campaign to the experience, the systems and the measurement behind it.
01
The promise
Confirm that the ad, offer, price and destination agree. Check keywords and placement context against the intended audience.
02
The experience
Follow the mobile and desktop journey. Check loading, readable content, forms, validation, confirmation and the primary action.
03
The handoff
Submit an authorized test lead. Verify source capture, CRM routing, ownership and the expected follow-up.
04
The measurement
Verify the intended event and deduplication. Reconcile qualified leads or orders with analytics and the reporting definition.
THE CLIENT READOUT
You should know what happens next.
Each review connects the numbers to an action, an owner and the next checkpoint.
What changed?The creative, audience, offer or experience we changed—and why.
What did we learn?Delivery, qualified outcomes, cost, conversion lag and evidence strength.
What’s the decision?Continue, revise, pause or scale, with the reason and next review point.
Bring the account. The offer. The challenge. Let’s find the next useful move.
I can work alongside your media director or lead a focused improvement—from diagnosis and creative through landing-page execution and the client readout.
