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Marketing agency, United States

A US Marketing Agency: Rebuilding a Leaking SMS Follow-Up Funnel

A US marketing agency replaced manual SMS follow-up with automated, multi-sequence Twilio campaigns. Manual follow-up time fell by 90 per cent.

  • 90% Reduction in manual follow-up time
  • 98% Message delivery success rate
  • 400% Increase in lead engagement
  • 250% Improvement in lead-to-customer conversion
  • $100K+ Additional revenue per quarter

The problem

The agency's sales and marketing teams struggled with lead follow-up. Manual SMS campaigns took hours, were inconsistent and could not scale, and email open rates were falling. With no central system for SMS nurturing and no tracking, the agency had a 75 per cent lead leakage rate and estimated that 80 per cent of potential customers were lost to weak nurturing.

  • Hours spent sending inconsistent SMS messages by hand
  • Declining email open rates and inconsistent manual SMS
  • No central, automated system for SMS nurturing
  • A 75 per cent lead leakage rate from inconsistent follow-up

What we built

We built a multi-sequence SMS nurturing system using Google Apps Script and the Twilio SMS API. Template selection logic picks one of ten customisable templates for each lead and personalises the message before Twilio sends it. Every message is tracked as sent, delivered or failed, with status written to Google Sheets in real time. The system then schedules the next message after a set interval until the sequence is complete, and a dashboard shows every touchpoint and engagement.

Tools: Twilio SMS API, Google Apps Script, Google Sheets

How we ran it

Every engagement follows The Claro Build Framework.

  1. Assess: We reviewed the agency's follow-up process and found manual, inconsistent SMS and missing tracking at the root of its lead leakage.
  2. Design: We designed ten customisable SMS templates, the selection and personalisation logic, and the timing rules for each sequence.
  3. Build: We built the Apps Script automation and Twilio integration, delivery status tracking in Google Sheets, scheduled follow-ups and a visibility dashboard.
  4. Sustain: The agency's team received a handover under The Adoption Standard: a structured 45-minute handover call and documentation written as the system was built.

The result

Manual follow-up time fell by 90 per cent and messages reached a 98 per cent delivery success rate. The agency reports a 400 per cent increase in lead engagement, a 250 per cent improvement in lead-to-customer conversion and more than $100,000 in additional revenue per quarter from better nurturing.

Client name withheld for confidentiality.