Case Study: IMPLAN achieves higher marketing ROI through 80/20 experimentation with CaliberMind

Uplevel Your Marketing ROI With The 80/20 Rule

IMPLAN, led by Digital Marketing Manager Adam Smith, needed a way to keep digital marketing effective amid rapidly changing trends while running a lean, three-person team. Through CaliberMind’s Revenue Marketing Report, IMPLAN framed the challenge of balancing ongoing performance with experimentation, securing executive buy‑in, and establishing measurable plans for multi‑channel campaigns.

IMPLAN adopted an 80/20 framework—spending 20% of ad budget on experiments while dedicating 80% of team time to innovation and planning, and building repeatable campaign infrastructure and litmus thresholds for each workflow stage. CaliberMind highlighted this approach, which helped IMPLAN reduce cost‑per‑clicks, scale high‑performing “golden nugget” campaigns into recurring programs, and improve pipeline measurability and efficiency.

IMPLAN

Adam Smith

Digital Marketing Manager