Case Study: Charcoal saves thousands by improving lead transparency with ActiveProspect

Charcoal saves $250,000 and lifts lead conversion 58.5% with ActiveProspect

Charcoal, a lead management software platform for the insurance industry, faced a significant challenge as its clients were wasting budget on low-intent and outdated leads. Without an independent way to verify lead freshness and origin, Charcoal had to rely solely on vendor claims, which resulted in wasted spend and lower conversion rates. To address this, Charcoal partnered with vendor ActiveProspect and implemented its TrustedForm Insights product.

By using ActiveProspect's TrustedForm Insights, Charcoal gained independent visibility into lead age, origin, and quality. This enabled them to identify and block unwanted leads in real-time. The solution delivered substantial results, including $250,000 saved in the first year by blocking poor-quality leads, a 58.5% increase in lead conversion rate, and a 31.0% reduction in cost per acquisition, dramatically improving efficiency for their clients.

Charcoal