Reducing Cost Per Lead by 67%

Company Overview

Kreasi Teknologi Indonesia is a managed IT services and consulting firm headquartered in Bandung, West Java. Specializing in cloud migration, cybersecurity assessments, and managed infrastructure for SMBs and mid-market companies, Kreasi Tek serves over 150 active clients across Java and Sumatra. The company employs 85 IT professionals and has built a reputation for reliable, localized IT support.

Their growth had plateaued at around 15 new clients per quarter, limited by the capacity of their 4-person business development team who relied heavily on referrals and cold calling.

The Challenge

Kreasi Tek's primary challenge was the escalating cost of customer acquisition. With an average deal size of IDR 180 million per year, their cost per lead of IDR 3.2 million made profitable growth nearly impossible. Their business development team was manually researching prospects on LinkedIn, company directories, and industry associations, spending an average of 3 hours per qualified prospect.

Additionally, they lacked visibility into which prospects were actively looking for IT services, meaning many outreach attempts landed with companies that had no immediate need. Their conversion rate from initial outreach to discovery call was a mere 2.3%.

The Solution

Kreasi Tek deployed Funnelyn with a focus on efficiency and cost reduction:

• **Automated Prospecting**: Funnelyn's AI-powered company matching identified businesses fitting Kreasi Tek's ICP: companies with 50-500 employees, no dedicated IT department, and recent technology adoption signals.
• **Intent-Based Prioritization**: Prospects showing signals like "managed IT services," "cloud migration," or "cybersecurity audit" searches were automatically prioritized and routed to the BD team.
• **Personalized Outreach at Scale**: Using Funnelyn's template engine, Kreasi Tek created industry-specific outreach sequences for manufacturing, retail, and professional services verticals, their three strongest segments.

Results

Over the first 6 months, Kreasi Tek achieved remarkable efficiency gains:

• **Cost per lead dropped 67%**, from IDR 3.2 million to IDR 1.05 million
• **Qualified leads per quarter increased from 45 to 138**, a 3x improvement
• **Outreach-to-meeting conversion rate improved from 2.3% to 8.7%**
• **New client acquisition rose to 28 per quarter**, nearly doubling their growth rate
• **BD team capacity freed up by 22 hours per week**, redirected to relationship building and upselling

> "We were skeptical that automation could match the personal touch our team brought to prospecting. Funnelyn proved us wrong. The leads are better qualified than what we were finding manually, and our team now focuses on what they do best: building relationships and solving IT challenges." -- Ratna Wijaya, CEO, Kreasi Teknologi Indonesia

Key Takeaways

• **Automation does not replace relationships; it enables them.** By eliminating manual research, the BD team had more time for meaningful prospect conversations.
• **Industry-specific outreach sequences dramatically improve response rates.** Prospects responded 3.8x more to messages that referenced their specific industry challenges.
• **Intent signals are especially powerful for services businesses.** IT services purchases are often triggered by specific events like security incidents, growth milestones, or compliance deadlines. Catching these signals early is a competitive advantage.
• **Cost per lead is the metric that unlocks scale.** Reducing CPL from IDR 3.2M to IDR 1.05M made it economically viable to pursue smaller accounts that were previously unprofitable to target.