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"Tiller hones in effectively on the problems that need to be solved, delivering both the strategy and execution to drive positive results on an ongoing basis."
Henry Lach
CEO of Emailgistics
149%increase in qualified leads year over year
48%decrease in cost per lead
A collaborative partnership that outperformed past agencies
Emailgistics is a shared mailbox management platform built natively for Microsoft 365 and Outlook. It helps customer-facing teams turn chaotic group mailboxes into accountable workflows, with routing, assignment, SLA tracking, and reporting so every email is owned, answered, and measured, especially in support, operations, and service environments.
Company Size
Scaling
Services
B2B
Category
Email Management Software
Our Work
- Paid media
- Content Marketing
- Conversion Rate Optimization
Challenge
Competing against high-budget competitors, without wasting spend
Emailgistics operates in a tough, low-volume search space where competitors can ramp up spend and make efficiency harder to maintain. To keep growing, the team needed to be smarter about capturing high-intent demand: doing more with less, without sacrificing lead quality or visibility into what was driving results.
At the same time, leadership had little patience for a repeat of past agency experiences that optimized for activity instead of outcomes. “I swore I would never let anybody run our paid ad campaigns again,” says Henry Lach, CEO of Emailgistics. Reflecting on those experiences, he adds: “It was all expense, no results. They delivered a monthly report and said ‘Look at all the clicks we got,’ but they were all terrible leads. And there was no relationship outside of that.”
Emailgistics wanted a partner who could bring rigorous diagnostics, rebuild strategy around buyer intent, and run the program with the transparency and speed required to scale sustainably.
“I swore I would never let anybody run our paid ad campaigns again,”
– Henry Lach CEO, Emailgistics
Solution
Scaling ad spend more strategically
Correcting campaign setup to prioritize high-intent demand
In the initial audit, Tiller found Emailgistic’s Google program was mistakenly set up to run Display-only, which limited high-intent search capture. Tiller corrected the setup immediately, then rebuilt the account structure around search intent so budget flowed to the experiences most likely to produce qualified leads.
Rebuilding the foundation around real user intent
Tiller restructured Emailgistic’s paid program to align with how high-intent users actually search and evaluate solutions:
- Refined keyword and placement strategy to concentrate spend where intent was strongest
- Reworked bidding approach to win the right auctions efficiently
- Rebuilt landing pages to align with search intent and reduce drop-off
- Rewrote ads to speak directly to the pain points behind each query
Every element was built to remove friction and make the path to conversion clearer.
Henry appreciated the thoughtful approach. He liked that Tiller didn’t rush to use the full budget, but earned the right to scale by proving what worked first: “Tiller took their time. They didn’t blow the budget in the first month just because I said ‘this was the budget.’”
That approach gave Emailgistics something they hadn’t had before: confidence. Tiller showed Henry and his team exactly where budget had been wasted, why key auctions were being lost, and how competitors were influencing performance. Every recommendation reflected a real understanding of Emailgistics’ market and what high-intent users actually cared about.
“Tiller took their time. They didn’t blow the budget in the first month just because I said ‘this was the budget.’”
– Henry Lach CEO, Emailgistics
Results
More opportunities. Greater efficiency. Less stress.
With a foundation rebuilt around buyer intent and a clearer path to conversion, Emailgistics saw qualified lead volume climb year over year resulting in a 149% increase in qualified leads. Just as importantly, the program became materially more efficient, driving a 48% decrease in cost per lead.
Operationally, the team gained clearer visibility into what was working and why, making decision-making faster and reducing internal churn around performance. Henry says, “The level of reporting provided in those meetings is better than good, it’s convincing.”
Key Results
- 149% increase in qualified leads year over year
- 48% decrease in cost per lead
- Increased confidence and clearer decision-making across paid media
Drag
“I have a high level of confidence in Tiller managing Emailgistics’ paid program, so I'm not second-guessing anything.”
Henry Lach
CEO of Emailgistics
