Next Best Move

Case Studies

Useful systems start with a clear business problem.

These three projects show the problem, the contribution, and how the system was intended to create value. Measured results are included only when they are approved and supportable.

01

Client industry: Professional and Technical Services

Breaking through an advertising plateau with better business signals

  1. 01CRM progressionQualified leads and opportunities
  2. 02Value lead qualityBusiness-informed tiers
  3. 03Feed Google AdsEarlier evidence of value
  4. 04Test and improvePhased bidding experiments
A simplified implementation map based only on the published project description.

Business problem

Closed revenue was already reaching Google Ads, but those late, low-volume outcomes gave the platform too few timely examples to learn from. The business needed a stronger way to reflect lead progression and quality before trying to scale.

What was getting in the way

Useful evidence existed inside the CRM before a deal closed, but advertising could not learn from that progression or distinguish stronger opportunities from weaker leads.

What we built

Next Best Move connected CRM lead progression and quality signals to Google Ads, assigned business-informed values to qualified leads, opportunities, and quality tiers, and built a value-based bidding calculator within a durable first-party data framework.

How it worked

  1. CRM stages and quality tiers became earlier evidence of business value.
  2. Business-informed values gave different outcomes appropriate weight.
  3. The new signals were introduced through phased bidding and campaign experiments.

Intended value

Establish a revenue-aligned measurement and optimization foundation that can support more informed bidding, structured testing, and more confident scaling decisions over time.

02

Client industry: Specialized Design Services

Turning early website interest into more useful sales conversations

  1. Build awareness
  2. Create value
  3. Capture context
  4. Support sales nurture

Business problem

The client needed a better way to turn early interest into qualified sales opportunities. A standard landing page and contact form offered too little value to visitors and too little context to the sales team.

What was getting in the way

Visitors had little reason to engage early, while the sales team received too little permission-based context to continue a useful conversation.

What we built

Next Best Move designed and built a customer-facing online tool that works as a useful lead magnet, captures permission-based interest, and helps move better-informed prospects through the middle of the marketing funnel.

How it worked

  1. A useful customer-facing experience created a stronger reason to engage.
  2. Permission and context made the handoff more informative.
  3. Qualified follow-up supported the next stage of sales nurture.

Intended value

Increase awareness, demand, and word of mouth while generating more qualified leads for the sales team to nurture through the rest of the sales funnel.

03

Client industry: Information & Publishing

Turning every published story into a ready-to-share growth package

  1. Publish
  2. Prepare
  3. Human review
  4. Share

Business problem

A publishing organization was already producing strong editorial content, but every new article created another round of repetitive promotional work. Social copy, outreach, subscriber messaging, and distribution all had to be rebuilt from scratch.

What was getting in the way

Strong source material existed, but the repeated preparation and distribution work made it harder for every story to travel consistently.

What we built

Next Best Move designed and built an automated, human-reviewed system that turns each published article into organized social content, subscriber messaging, internal review materials, and a polished Share Kit.

How it worked

  1. A published article became the approved source for prepared materials.
  2. Draft social, subscriber, outreach, and review assets were organized together.
  3. Human editorial review remained the decision point before anything was shared.

Intended value

Help every story travel farther, make promotion more consistent, and reduce repetitive work without sacrificing editorial voice, judgment, or control.

A practical next step

The next useful project may look different.

These studies show how we think and build, not a menu of templates. Your system should be shaped around the business problem, the evidence available, and the people who will own it.

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