Axxon BV — Channel Performance & Lead Quality Analysis

Section 1

Cross-Channel Pathway Analysis

When someone first finds Axxon through paid search, do they ever come back through another channel?

Cross-Channel Return Pathways

First Touch → Return Channel	Users	Conversions
Paid Search → Paid Search (same)	6,511	262
Paid Search → Organic Search	13	2
Paid Search → All Other Channels	~29	0

Return Channel Distribution

Of 6,511 paid-first users, fewer than 50 ever came back through any other channel. Paid search in Colombia is a single-touch, dead-end channel. There is no measurable priming effect — users either convert on the first visit or disappear.

Cross-Channel Return Pathways

First Touch → Return Channel	Users	Conversions
Paid Search → Paid Search (same)	987	122
Paid Search → Organic Search	13	8
Paid Search → Display (remarketing)	29	0
Paid Search → All Other Channels	~19	2

Return Channel Distribution

A small but meaningful priming signal: 13 paid-first users returned via Organic Search and converted at a 61.5% rate — the highest return-visit conversion rate in the dataset. Paid is planting a seed in the Caribbean, but at very small scale.

Section 2

Is Remarketing Working?

Who is remarketing actually reaching, and are those users converting?

1,494

Clicks

2

Form Fills

0

Pipeline

First-Touch Channel of Remarketed Users

First-Touch Channel	Reached	Conv.	Qualification
Paid Search	22	0	N/A
Organic Search	55	3	Not trackable at volume
Direct	25	0	N/A
Cross-network (legacy PMax)	526	2	No pipeline progression

Remarketing pool dominated by legacy PMax traffic (526 users). Zero paid-search-first users converted. Zero pipeline from remarketing.

496

Clicks

2

Form Fills (+2 MQL)

0

Pipeline

First-Touch Channel of Remarketed Users

First-Touch Channel	Reached	Conv.	Qualification
Paid Search	29	0	N/A
Display (own remarket pool)	113	2	2 MQL, 0 SQL, 0 Opp
Cross-network	40	0	N/A
Organic Search	34	0	N/A

Remarketing is re-engaging its own audience, not converting users introduced through other channels. Zero pipeline from any remarketing-touched user.

Why It's Not Working

The remarketing audience is built from all site visitors — dominated by unqualified traffic from the previous agency's campaigns. Since ~80% of qualified users convert on their first visit, the users who enter the remarketing pool are disproportionately the ones who were never qualified to begin with.

Section 3

HubSpot Lead Qualification by Channel

Of the leads each channel generates, how many become qualified pipeline?

Qualification Funnel

Breakdown by Region

Lifecycle Stage	Colombia (n=145)	Caribbean (n=53)
Unqualified	21%	9%
SQL or above	4.8%	19%
Customer	0%	6%

Colombia: high volume, low quality. Caribbean: lower volume but 4x the qualification rate.

Qualification Funnel — Organic Search (n=24, ~70% Caribbean)

All Regions Combined

Lifecycle Stage	All Regions
Unqualified	4%
SQL or above	29%
Customer	8%

29% SQL+ rate and 8% customer rate — the highest-quality channel in the dataset. Users who search organically already have brand awareness.

Qualification Funnel — Direct Traffic

Breakdown by Region

Lifecycle Stage	Colombia (n=55)	Caribbean (n=37)
Unqualified	16%	5%
SQL or above	2%	24%
Customer	0%	5%

Caribbean direct traffic qualifies at 24% SQL+ — users who type in the URL already know the brand.

Section 4

Qualification Summary — Clean View

Side-by-side comparison across all channels and regions.

All Channels & Regions Compared

Metric	Paid Search CO	Paid Search CARIB	Organic Search	Direct CO	Direct CARIB
Unqualified %	21%	9%	4%	16%	5%
SQL+ Rate	4.8%	19%	29%	2%	24%
Customer Rate	0%	6%	8%	0%	5%

Users who already know Axxon (organic search, direct traffic in the Caribbean) qualify at 4–6x the rate of users who discover Axxon through paid search in Colombia.

Section 5

The Case for Awareness Investment

Brand familiarity is the single strongest predictor of lead quality — more than channel, more than keyword intent, more than campaign structure.

Caribbean What Brand Awareness Produces

Organic search leads qualify at 29% SQL+ and 8% customer rate
Direct traffic qualifies at 24% SQL+
Even paid search qualifies at 19% SQL+
Referral → Direct is the highest-converting pathway: 2 users, 12 conversions

Colombia The Absence of Brand Awareness

Paid search: 21% unqualified, 0% customers
Near-zero cross-channel return (13 out of 6,511 paid-first users)
Search demand nearly exhausted at 85–89% impression share

The Strategic Hypothesis

Targeted awareness investment (YouTube, social, content) would put Axxon's name in front of qualified fleet operators before they search. This creates two effects:

Prospects are more likely to arrive through organic or direct channels where qualification is 4–6x higher
They're more receptive when the sales team reaches out via outbound — they recognize the name

Section 6

Key Takeaways

Paid Search Misaligned with ICP

21% disqualification, 0% customers. The solution-seeker pool is dominated by companies that don't qualify.

Paid Search Not Building Awareness

Only 0.2% of paid-first users ever return through another channel.

Remarketing Is Not Working

$1,500 spent, 0 pipeline. Audience pool is poisoned by legacy unqualified traffic. Recommend pausing and reallocating budget.

Opportunity Is Upstream

Shift toward awareness (YouTube, content, broader keywords) to build brand familiarity — serving both inbound quality and outbound sales productivity.

Maintain Skeleton Paid Search

Keep only the highest-intent service queries that have historically produced the few qualified leads.

Paid Search Is Working

19% SQL+ rate, 6% customer conversion. The market aligns with the ICP.

Volume Is the Constraint

Impression share is 85–89%. Search demand is nearly maxed out.

Remarketing Not Adding Value

$682 spent, 0 pipeline, 0 conversions from paid-search-first users. Recommend pausing or rebuilding with a qualified-visitors-only audience.

Awareness Expands the Pool

YouTube with Caribbean-specific creative is the logical next step. Reinstate the branded campaign.

Referral/Partner Programs — Highest ROI Opportunity

19% conversion rate from first touch, strongest multi-touch pathway in the dataset. Formalizing referrals would compound existing word-of-mouth.

Axxon BV Channel Analysis

Axxon BV — Channel Performance& Lead Quality Analysis