Case Study 07 / Automated Outbound
Interactive diagnostics that qualify buyers before the first conversation
Three interactive self-assessments (a VDR Intelligence Scorecard and a Mooring Compliance Calculator, both live, and a Rest-Hours Evidence Gap Assessment in final founder review) replace static PDFs with tools that give each visitor a personalised result and give the sales team a scored, segmented lead. The visitor learns something specific about their own fleet; the team learns how ready that visitor is to talk.
Founder track record: this work was led by Clarafold's founder before founding Clarafold, while working as marketing manager at a maritime compliance software company. The client's name is withheld until it approves publication; every figure comes from its own systems. Clarafold client engagements are added as they complete.
- diagnostics live, one in final review
- 2 + 1
- questions per assessment
- 10–12
- readiness score per lead
- 0–100
- founder review rounds on the gap assessment
- 5
01 · Client
Maritime compliance software company
Maritime compliance software and services company (VDR audits, rest-hours software, mooring management software). Name withheld until the client approves publication.
The challenge
The checklist campaign proved that compliance content attracts the right people, but a download says little about how ready someone is to buy. The team needed lead magnets that qualify as they capture, without asking for so much up front that buyers walk away.
02 · System
What existed before.
- Static PDF lead magnets: same asset for every visitor
- No signal of readiness beyond the download itself
- Manual tagging of each new lead
03 · Intervention
What was built and run.
VDR Intelligence Scorecard
A 10-question diagnostic for fleet and compliance managers that returns a 0–100 VDR intelligence score and a personalised report. Every completion lands in Mailchimp tagged and scored, and enters a two-step nurture.
Rest-Hours Evidence Gap Assessment
Twelve scored questions that produce a five-domain evidence and maturity profile with a radar chart. Contact details are asked for only at the end, once the result is ready to send. Built and through five rounds of founder review; launching as the current campaign.
Mooring Compliance Calculator
A free, public check of mooring fittings and systems against OCIMF MEG4, SIRE 2.0, RightShip RISQ 3.2 and SOLAS requirements. The questionnaire, the inputs-to-report logic and the follow-up CTAs were designed as part of the same inbound toolkit.
Held the line on claims
The design brief prohibited verdicts like 'non-compliant: immediate action required'. Results describe evidence gaps and maturity, never legal compliance status. The decision was made explicit during the fifth round of founder review.
04 · Outcome
What changed.
Two live diagnostics, each producing a scored, segmented lead instead of an anonymous download and routing it to the right follow-up automatically. The third is built and launching next.
Report emails for the VDR scorecard are delivered automatically, followed three days later by a deeper-review invitation tailored to the score band.
A reusable pattern: question bank → scoring model → personalised result → tagged CRM record → nurture branch. It now underpins how Clarafold designs inbound for complex B2B sales.
05 · Lessons
What we would tell you.
- Ask for contact details after you've delivered value, not before.
- Compliance tools must never overclaim. A tool that tells a buyer they are 'non-compliant' creates liability and distrust. One that shows where the evidence is thin creates a conversation.
- Score the lead at the moment of capture. It is the cheapest qualification signal you will ever get.
Put It To Work