Campaign setup was a maze users kept abandoning. Here's how we rebuilt it into a guided wizard with templates, cut abandonment 45%, and helped drive a 13% MRR lift alongside stronger renewals.
ADOPTION
Campaign abandonment dropped 45%, while campaign creation volume increased 15% as more teams completed setup successfully.
EFFICIENCY
Setup got 35% faster, turning campaign creation into a workflow mid-market teams could run without support hand-holding.
REVENUE SIGNALS
Plays hit 30% adoption in 30 days, renewals increased 10%, and new contracts signed rose 5%.
LeadGenius had started solving its activation problem. More users were signing up, getting through onboarding, and hitting their first aha moment through the new self-serve motion. But the growth loop hinged on what came after that: campaign creation.
Every campaign that worked meant more data consumed, more value delivered, and a better case for renewal. The trouble was that only 5% of teams could finish campaign setup without help. Individual users gave up partway through because each unfamiliar screen chipped away at their confidence. Team accounts usually made it to the finish line, but launched campaigns with misconfigured rules, broken targeting, or sequences they later had to pause or delete.
So this wasn't really a completion problem. It was a confidence problem. Users could tell the product was powerful. They just didn't trust themselves to set it up right.
I started in Heap, Hotjar, and live customer sessions with sales, mapping where users hesitated, dropped off, rage-clicked, or shipped campaigns that fell apart later. One pattern stood out: the flow treated three different people as one. An IC spinning up a quick campaign, a team lead coordinating shared work, and an admin setting governance rules were all shoved through the same setup.
The first decision was the big one: optimise for confidence, not speed. A faster form just helps people make mistakes faster. So I rebuilt campaign creation as a role-aware wizard that revealed decisions a step at a time, gave users context before asking them to configure anything, and ended on a clear summary review before launch.
Once that was working, the usage data pointed to the next problem. People were duplicating old campaigns and tweaking them, because nobody wanted to start from a blank canvas. Working with sales, I turned those repeated patterns into Plays: pre-configured templates mapped to common use cases, with sensible defaults and admin-controlled guardrails.
Campaign abandonment dropped 45%, and setup got 35% faster, without papering over the problem with a shallow shortcut. Users finished more campaigns because they understood what they were building and trusted the choices they were making.
The business impact went past the flow itself. Campaign creation volume rose 15%, Plays hit 30% adoption within 30 days, renewals went up 10%, and new contracts signed went up 5%. For mid-market teams, campaign creation went from a workflow that needed support hand-holding to something they could do themselves and repeat.
That was the real unlock. Activation got people into the product; campaign creation made the value compound. More campaigns meant more data consumed, more wins, stronger retention, and clearer expansion signals for sales.
