How RedZone Technologies cut marketing spend 63% and added $45,000 in MRR.
An MSP audited their agency with Lead Source and rebuilt around what actually worked.
The problem
RedZone Technologies is a Managed Service Provider delivering IT support, cybersecurity, cloud services, and Microsoft 365 solutions to businesses throughout the Northwestern United States.
Like many MSPs, they had invested heavily in marketing to drive growth. Their agency managed Google Ads, LinkedIn advertising, Reddit advertising, SEO, content marketing, and landing pages.
Every month, reports landed in their inbox showing impressive numbers. Website traffic was increasing. Search rankings were improving. Campaigns were generating clicks. Engagement was growing.
Yet despite spending over $12,000 every month, RedZone's leadership team couldn't answer a simple question:
Which marketing activities are actually generating customers?
The agency could show traffic. The agency could show clicks. The agency could show rankings. What they couldn't show was a direct connection between marketing spend and revenue.
"We wanted proof"
According to Scott Granai, Business Development Director at RedZone Technologies, the decision to implement Lead Source wasn't driven by growth. It was driven by skepticism.
“The reports looked great, but we couldn't connect the dots between what the agency was showing us and the opportunities entering our pipeline. We weren't looking for another marketing platform. We wanted an independent way to verify what we were being told.”
Rather than continue relying on agency dashboards, RedZone decided to audit their marketing performance using Lead Source.
Installing Lead Source
Implementation took less than 10 minutes. After adding a small tracking snippet to their website, Lead Source immediately began capturing attribution data across every enquiry source.
For the first time, RedZone could independently track:
- Where leads originated
- Which campaigns generated enquiries
- Which landing pages converted visitors
- Which marketing channels produced qualified opportunities
Most importantly, they no longer had to rely on agency reports to understand marketing performance. They had their own source of truth.
What Lead Source found
After 90 days of data collection, the results were eye-opening. The agency had been spreading budget across multiple channels. On paper, everything appeared to be contributing. In reality, only a small number of activities were driving meaningful results.
- One Google Ads campaign generated the majority of sales-qualified opportunities
- Three landing pages accounted for more than 90% of website conversions
- LinkedIn campaigns generated engagement but almost no qualified opportunities
- Reddit advertising produced traffic but very little pipeline
- Several SEO initiatives generated visitors but rarely converted into enquiries
The agency's dashboards were measuring activity. Lead Source was measuring outcomes. For the first time, RedZone could clearly see the difference.
An unexpected discovery
The biggest surprise wasn't the wasted marketing spend. It was what Lead Source uncovered internally.
As attribution data improved, RedZone discovered inconsistencies in how enquiries were being handled. Some leads were tracked manually. Others were recorded inconsistently. A few opportunities never made it into the sales process at all.
Lead Source exposed gaps that had nothing to do with marketing and everything to do with visibility.
“What surprised us wasn't just how quickly we identified wasted marketing spend — it was how much visibility we gained into our entire sales and marketing process. We discovered lead handling issues that we didn't know existed. Lead Source is incredibly simple to deploy, but the insight it gave us was far more valuable than we expected.”
Making the change
Armed with independent attribution data, RedZone challenged their agency. The agency struggled to explain why so much budget was being allocated to channels that generated little measurable business value.
The decision became obvious. They ended the relationship.
A new agency was brought in. This time, every recommendation had to be supported by Lead Source data. No assumptions. No vanity metrics. No marketing jargon. Just evidence.
The results
Within six months, RedZone had completely rebuilt its marketing strategy around what actually generated opportunities.
Marketing spend
Sales-qualified leads
Revenue growth
Over the following six months:
- 42 sales-qualified opportunities entered the pipeline
- 9 new managed services agreements were signed
- More than $45,000 in new monthly recurring revenue was added
Instead of spending more to grow, RedZone spent less and focused on what worked.
The takeaway
RedZone Technologies didn't have a lead generation problem. They had a visibility problem.
Their marketing agency controlled the reporting. Their marketing agency controlled the narrative. And until Lead Source was installed, nobody could independently verify the results.
Once they had access to accurate attribution data, the right decisions became obvious. Some marketing activities were producing revenue. Others were producing reports.
Lead Source made it easy to tell the difference.
Ready to audit your own marketing?
If you're an MSP spending thousands every month on marketing and can't confidently answer where your best leads come from — you're not alone. Lead Source gives you an independent source of truth in under 10 minutes.
Start freeFree to start · no card