The Total Economic Impact™ Of Ignite Visibility

Increased Marketing Spend Efficiency

Evidence and data. Interviewees unanimously cited Ignite Visibility’s impact on the effectiveness and efficiency of their PPC marketing spending. They agreed that their partnership with Ignite Visibility improved their return on advertising spend (ROAS) through several different mechanisms:

• Data-driven campaign optimization improved conversions and revenue. Multiple interviewees emphasized that Ignite Visibility’s approach is distinguished by disciplined testing, incremental optimization, and data-backed decision-making rather than the intuition-based campaign changes they experienced with previous agencies. The owner of a home services franchise in the Northeastern US described Ignite Visibility’s methodology as a key reason for their improved performance: “One of the things I like best about them is that if I ask a question, they come back to me with real answers in layman’s terms. It’s a very methodical approach and it feels a lot more solid than [previous agencies] that said, ‘Well, let’s try this and let’s try that.’”
  According to interviewees, Ignite Visibility continuously tested campaigns, keywords, and ad approaches, then adjusted spending based on actual performance data. Rather than making major campaign changes that disrupted lead flow, Ignite Visibility used optimization cycles that steadily improved results. As a result, the same interviewee reported: “My business volume is up in the neighborhood of 30% over last year. My traffic is probably 250% higher; phone calls, leads, conversion, all are up versus the efforts of the two agencies I was using before.” They achieved these results while maintaining the same advertising budget, indicating substantially improved efficiency and ROAS.

• Better attribution enabled more effective spending decisions. A recurring theme across interviews was Ignite Visibility’s ability to connect marketing activity directly to leads, appointments, revenue, and business outcomes. The SVP of marketing at a home services franchisor noted that many agencies report activity metrics such as rankings or clicks, whereas Ignite Visibility provides revenue-focused attribution. This interviewee said, “They are committed to answering three questions: What are we doing, why are we doing it, and is it working?” Through CRM integration, call tracking, Salesforce connectivity, and reporting from RevConnect (Ignite Visibility’s backend integration mechanism that connects CRM and lead-tracking systems to a brand’s marketing, organic search, and local franchise units), Ignite Visibility enabled closed-loop measurement that showed exactly which channels generated revenue. The senior account strategist at a marketing services agency explained: “We can see how many calls came in, how many of those calls were deemed leads, how many of those leads closed, and what revenue was realized off those leads. And then we establish an ROI based on the invoices from Ignite and the revenue that was made inside the CRM.” The SVP of marketing at a home services franchisor explained, “They help us make sure that all the things we’re doing with them are actually translating and being captured into our CRM so we can effectively measure everything.” This visibility allowed the organizations to evaluate performance not merely by lead generation, but by actual business impact.

• Channel-level optimization led to improved ROAS. Ignite Visibility’s reporting capabilities allowed interviewees’ organizations to evaluate marketing investments at the channel level and redirect spending toward the highest-return opportunities. The SVP of marketing at a home services franchisor reported, “If I spend a dollar with Ignite, my ROAS is a 7.3X and my ROI is a 145%.” Because Ignite Visibility ties channel performance directly to revenue and profit, the franchise operator continuously reallocates budget to the most productive programs to achieve those results. They continued: “We break everything down to the channel level and really look at what it’s driving back in from those different pieces. We’re on every channel, but where we look to spend and increase spend is determined by performance.” Importantly, the SVP of marketing reported that their overall ROAS increased from roughly 4.0X before Ignite Visibility, representing a substantial improvement in advertising efficiency.

• More efficient keyword and audience targeting reduced waste. Another mechanism for improving ROAS is Ignite Visibility’s ability to identify lower-cost, higher-converting targeting opportunities. The owner of a home services franchise in the Northeastern US described how Ignite helped them find alternatives to extremely expensive keywords, “Maybe we’re not going after a particular keyword because it’s $120 a click, but we could word it in another way.” Rather than competing for expensive, high-volume terms, Ignite Visibility tested and optimized other keywords that delivered conversions at a lower cost. The franchise owner attributed subsequent business growth largely to this capability. They said, “The majority of that is due to their methodology in creating campaigns, tweaking them, looking at the data, and making sensible adjustments.”

• Improved lead quality drove higher returns. Interviewees consistently indicated that Ignite Visibility focuses on qualified leads and appointments rather than raw lead volume. The SVP of marketing at a home services franchisor shared the results from one of its locations. During a period before working with Ignite Visibility, the operation’s marketing generated 211 leads, 41 of which were qualified and led to 29 appointments. After engaging Ignite Visibility, the same spending generated 113 leads, 43 of which were qualified and led to 39 appointments. Although total leads declined, qualified leads and appointments increased, indicating that the marketing spend generated more useful prospects and reduced wasted effort. The interviewee attributed this improvement directly to Ignite Visibility’s CRM integration and optimization processes, stating, “Because we partner with them, they have that data, they optimize toward it, and that improvement is because of the work they did.”

• Cross-customer insights improved performance. Several interviewees noted that Ignite Visibility applied learnings across similar organizations to accelerate optimization. The owner of a home services franchise in the Northeastern US described receiving recommendations derived from other franchise locations: “My account manager told me, ‘With your guys in [other cities], we made this adjustment. It was more cost-effective, and they had this much of a percentage increase in conversions.’” This institutional knowledge allows Ignite Visibility to identify proven tactics more quickly and reduce experimentation costs.

• SEO, content, and conversion optimization contributed to ROAS growth. ROAS improvements were not limited to paid advertising. The SVP of marketing at a home services franchisor reported improvements from SEO, content development, landing page testing, and conversion optimization. They said, “[Ignite Visibility is] my agency of record for all things digital marketing, website management, and SEO.” Regarding SEO specifically, this interviewee observed that Ignite Visibility’s approach delivered more relevant rankings and stronger lead generation, “We saw better qualified leads and keyword rankings for important keywords getting to page one.”
  The senior director of digital marketing at a multi-industry franchisor also pointed to the effectiveness of using Ignite Visibility for its organic social media postings: “When franchisees participate in the organic social program, it increases reach and engagement. We saw a 2% increase in website traffic from organic social.” Their organization’s previous social media tool was not designed for multibrand franchise operations or the volume of independent marketing from individual locations. The interviewee explained: “We have field marketing managers who work with franchisees, and they’re now also actively participating in social media because of the way that Rallio (Ignite Visibility’s  local marketing and social media platform) is structured. We created hubs and gave them access to their specific centers. So they can also keep an eye on reputation, Yelp reviews, etc. We can see how everything is performing, so we can actually learn with the platform. The system itself, the way it’s structured specifically for franchising, is very helpful.”

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• The organization spends $2 million annually on paid digital marketing campaigns.

• Before engaging Ignite Visibility, its ROAS was approximately 400%.

• After engaging Ignite Visibility, the availability of full-funnel attribution data helps the composite optimize spend and improve conversion rates. This increases ROAS to 850% in Year 1. As the composite organization and Ignite Visibility learn from ongoing experimentation and information sharing, ROAS climbs to 900% in Year 2 and 950% in Year 3.

• The organization realizes a 14% operating margin on this increased revenue⁵.

Risks. The scale of this benefit may vary by organization based on:

• The size of the organization.

• The portion of revenue it spends on paid digital marketing.

• The ingoing efficiency and effectiveness of digital marketing spend (e.g., ROAS).

Results. To account for these risks, Forrester adjusted this benefit downward by 15%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $2.9 million.

Eliminated Legacy Vendor Costs

Evidence and data. Interviewees reported that Ignite Visibility enabled them to replace underperforming agencies, consolidate fragmented marketing services, reduce reliance on labor-intensive tools, and transition away from vendor relationships that no longer met their needs. They cited stronger strategic support, improved responsiveness, better reporting, lower administrative overhead, and greater operational efficiency as primary reasons for moving marketing activities from legacy providers to Ignite Visibility and its associated platforms, including Rallio, RevConnect, Best Pick Reports, and related offerings.

• Several interviewees described moving away from incumbent agencies because those providers required substantial management effort while producing inconsistent results. The owner of a home services franchise in the Southeastern US explained that their organization moved its marketing efforts to Ignite Visibility due in part to the lack of continuity and support from their prior provider. They commented, “Every time I turned around, there was a different person assigned to my business.” They contrasted that experience with Ignite Visibility’s higher-touch service model, explaining: “[The original pilot was successful because] they had enough people to give us attention and focus on us. We were doing monthly check-ins, and I just felt like I was being taken care of.” They further indicated that replacing the previous vendor eliminated many operational issues that had required their direct intervention too often.

• The owner of a home services franchise in the Northeastern US described evaluating multiple providers before selecting Ignite Visibility. They indicated that previous agencies often struggled to explain campaign performance or provide confidence in their optimization methods, which seemed to rely on intuition rather than evidence. They said: “It felt like a lot of throwing spaghetti against the wall and trying to get it to stick. I heard a lot of, ‘Okay, I’ve got an idea; let’s try this.’” This interviewee specifically cited Ignite Visibility’s more disciplined and data-driven methodology as a differentiator that justified moving away from prior vendors. For this interviewee, the structured approach reduced the need to continuously change campaigns and approaches without real visibility into results, which risked disrupting lead flow and their business.

• The senior director of digital marketing at a multi-industry franchisor replaced their prior social media management platform with Ignite Visibility’s Rallio because the previous solution was approximately twice as expensive, required significant manual account maintenance work, and demanded the equivalent of two full-time employees to manage account connections. Rallio automated these functions, simplified multibrand administration, and enabled their organization to reallocate marketing resources toward higher-value work.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• Before hiring Ignite Visibility, it spends an incremental 40% of its digital media budget on digital marketing agencies and tools.

• After engaging Ignite Visibility, it exits most of these contracts, saving $525,000 of those costs in Year 1 and $750,000 in Years 2 and 3.

Risks. The scale of this benefit may vary by organization based on:

• The size of the organization.

• The number and cost of digital marketing vendor relationships in place before engaging Ignite Visibility.

• The speed with which it exits those contracts.

Results. To account for these risks, Forrester adjusted this benefit downward by 20%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $1.3 million.

Enhanced Marketing Team Productivity

Evidence and data. Interviewees indicated that Ignite Visibility improved their marketing team productivity by reducing administrative burden, automating routine marketing workflows, simplifying reporting and analytics, accelerating content production and approval cycles, and enabling their organizations to make faster, more informed marketing decisions.

• Interviewees told Forrester how Ignite Visibility’s Rallio functionality is specifically designed for the needs of franchise organizations. The senior director of digital marketing at a multi-industry franchisor related, “One of our franchisees had 800 locations multiplied by four different channels, and I had two people who were just managing social media connections and reconnections in our previous software. They were unable to focus on other things, like reputation management or posting. So we were really just managing the platform.”

• One of the most significant productivity improvements reported involved content operations. The SVP of marketing at a home services franchisor noted that the organization’s content approval process dramatically improved from what it had been before working with Ignite Visibility. While prior workflows relied heavily on email exchanges and document reviews, Ignite Visibility replaced this fragmented process with centralized workflow management and notification systems. As a result, the organization saw a substantial reduction in review cycle duration. The interviewee noted that under previous processes, “It would take weeks to get through it all and get it approved.” By contrast, current workflows enable “a little over a week from ideation to approval.” These improvements accelerate content publication while reducing coordination effort for marketers, content strategists, and brand managers.

• Interviewees managing multiple clients, locations, and marketing channels reported productivity benefits from centralized reporting and dashboard capabilities, which provided improved visibility across programs. The senior account strategist at a marketing services organization, which functions as an outsourced marketing department for numerous client organizations, explained that their team manages 15 to 20 clients in any given month. To support that workload, the organization relies on Ignite Visibility’s centralized reporting environment. She said, “All of those programs funnel into the Rallio platform, which is the new dashboard for those programs and clients.”
  By consolidating information from multiple lead generation and marketing products into a single environment, the platform reduces the time required to monitor performance and evaluate results across clients.

• Interview findings also indicate that Ignite Visibility’s AI capabilities improve marketing productivity by reducing manual content creation and approval work. The senior director of digital marketing at a multi-industry franchisor reported measurable productivity gains for their centralized marketing team associated with Rallio’s AI-enabled content tools. They stated, “We have a copywriter who saves about 15 hours a month using the AI functionality.” The AI system enables brand-aligned content creation without requiring extensive copywriter involvement. According to interview findings, the platform’s AI capabilities are trained using brand standards, allowing franchisees and noncopywriters to generate approved content independently, reducing dependence on central marketing resources.
  Beyond copy generation, Rallio streamlined account administration and social media operations across the franchisor’s portfolio, which includes approximately 1,400 locations in three different industries. Interview findings indicate that automated account management, analytics access, reporting, and user permissions significantly reduced operational complexity relative to the organization’s prior platform.

• The SVP of marketing at a home services franchisor cited productivity gains from Ignite Visibility’s ability to communicate complex marketing performance information to nonmarketing stakeholders. This capability allows operational managers and business leaders at franchise locations to understand marketing performance without requiring extensive analytical expertise. They noted that Ignite Visibility’s reporting process has evolved into “a really easy 30-minute monthly meeting with a general manager to go through it.” The simplification of reporting and communication reduces organizational friction while allowing leadership teams to make decisions more efficiently.

Interviewees reported benefits across a range of customer types, from single-location franchise operators with no dedicated marketing staff to enterprise organizations managing hundreds of locations through centralized marketing teams.

• For small businesses and franchise operators, Ignite Visibility effectively served as an outsourced marketing function, allowing owners to focus on running their businesses rather than managing advertising programs and vendor relationships. The owner of a home services franchise in the Southeastern US explained that Ignite Visibility’s approach required relatively little day-to-day oversight on their part, and said, “I pretty much set it and forget it.”
  They contrasted Ignite’s service model with previous providers that required significantly more attention and intervention, noting: “It’s taken a lot of time off my plate because spending time on marketing review calls is just really hard. I need to focus on responding to my customers, who are usually in an emergency situation.” In addition to managing PPC campaigns, Ignite Visibility assumed responsibility for social media posting for this franchisee, eliminating work that the owner had previously performed. They estimated spending 1 to 2 hours a week creating content and maintaining social channels before outsourcing that activity.
  Similarly, the owner of a home services franchise in the Northeastern US emphasized the value of delegating marketing management to experts. As a solo operator managing nearly every aspect of the business, he indicated that Ignite Visibility’s support eliminates the need for him to monitor campaigns personally. He said: “I need those things to just do what they’re supposed to do. And I need to be able to trust somebody so that I’m not having to log into the dashboard and figure out why my budget was blown in a week.” These comments suggest that Ignite Visibility’s managed services model allows small business owners to redirect time and attention toward revenue-generating and operational activities rather than campaign administration.

• For larger organizations, productivity gains stemmed primarily from improving access to trustworthy performance data and eliminating manual reporting processes. The SVP of marketing for a home services franchisor described how Ignite Visibility and RevConnect have substantially reduced the effort required to evaluate performance and make marketing decisions. They said: “It saves us a lot of back and forth and a lot of time spent on meetings. When they make a recommendation, it’s data backed. They’re going to tell me how we’re going to measure it and how we’re going to know if it’s successful.” Before implementing the current reporting environment, obtaining the information necessary to make marketing decisions required extensive manual effort. The interviewee explained: “For me to be able to do this in the past would have taken days using multiple Salesforce exports, combining those together, and throwing a VLOOKUP at it.” Through integration of CRM, call tracking, analytics, and marketing performance data, Ignite Visibility helped transform a process that previously required days of analysis into one that supported rapid decision-making and faster campaign optimization.

Modeling and assumptions. Based on the interviews, Forrester assumes the following about the composite organization:

• The organization employs a centralized team of 12 marketing professionals.

• Partnering with Ignite Visibility allows the organization to save 6,000 hours per year (the equivalent of three FTEs), with that time redeployed to business-building projects.

• The average fully burdened hourly rate for a marketing team member is $65.⁶

• The organization recoups 75% of this saved time and redeploys it to productive work.

Risks. The scale of this benefit may vary by organization based on:

• The size of the organization and its marketing team.

• The salaries of marketing professionals on the team.

• The rate at which the organization recoups marketing professionals’ time savings.

Results. To account for these risks, Forrester adjusted this benefit downward by 10%, yielding a three-year, risk-adjusted total PV (discounted at 10%) of $655,000.

Unquantified Benefits

Benefits that provide value for the composite organization but are not quantified for this study include:

• Strategic partnership and human expertise. Interviewees consistently described Ignite Visibility as a true strategic partner rather than a marketing vendor, citing the combination of hands-on expertise, business acumen, and responsive support as a key differentiator. They valued having dedicated account teams and specialists who took the time to understand their businesses, explain complex marketing concepts in practical terms, and provide data-backed recommendations tied to measurable outcomes. Unlike previous agencies that relied on generic tactics or had frequent staff turnover, interviewees told Forrester that Ignite Visibility was proactive, transparent, and highly accessible, quickly addressing issues, adapting campaigns, and sharing proven best practices from similar organizations.
  Interviewees said this partnership approach increased confidence in marketing decisions, reduced the need for oversight, simplified communication, and enabled faster action. Many emphasized that Ignite Visibility’s human expertise translated complex data into clear insights, helping internal teams, franchise operators, and business leaders focus on running their businesses while trusting that marketing programs were continuously optimized and aligned with their goals.

• Deep understanding of multilocation and franchise marketing management. Interviewees emphasized Ignite Visibility’s deep understanding of the unique dynamics of franchise and multilocation organizations, describing the team as knowledgeable about local market variation, brand governance, lead attribution, and the operational realities of supporting numerous locations under a single umbrella. They valued Ignite Visibility’s ability to combine enterprise-level strategy with location-specific optimization, using insights from across their franchise networks to identify successful tactics, share best practices, and tailor recommendations to individual markets. Rather than applying one-size-fits-all marketing programs, interviewees told Forrester that Ignite Visibility asked detailed, business-specific questions, understood how different lead sources performed across locations, and aligned campaigns with the goals of franchisees, regional managers, and corporate stakeholders. This combination of franchise expertise, cross-location insight, and strategic guidance enabled interviewees to make faster, more confident marketing decisions and maximize the impact of their investments across distributed businesses.

• Diversification of lead sources. Interviewees said Ignite Visibility helped diversify lead generation beyond reliance on any single channel by continually testing, optimizing, and reallocating spend across PPC, SEO, LSAs, social media, AI-driven search, and other digital sources. This broad approach reduced dependence on individual campaigns, improved resilience during market fluctuations, and enabled interviewees to identify the channels producing the highest-quality leads and strongest business outcomes. By leveraging cross-client insights and real-world performance data, Ignite Visibility helped organizations quickly adapt to changing market conditions while maintaining a consistent flow of opportunities.

Flexibility

The value of flexibility is unique to each customer. There are multiple scenarios in which a customer might implement Ignite Visibility and later realize additional uses and business opportunities, including:

• AI, answer engine optimization (AEO), and emerging attribution capabilities to support future ROAS growth. Interviewees cited Ignite Visibility’s investment in AI and AEO as a means of identifying new demand sources and improving future marketing efficiency. The SVP of marketing at a home services franchisor stated, “We actually just engaged in a new agreement with [Ignite Visibility] to include some deeper-level AI work and AEO to allow us to track AI as a lead source ... and track that all the way through to conversion.” These emerging capabilities can help organizations identify new revenue-producing channels and optimize content for rapidly evolving AI-generated discovery experiences.

• Further vendor consolidation and optimization. Interviewees discussed their plans, in various stages of development, to integrate more marketing functions under Ignite Visibility’s capabilities. The senior director of digital marketing at a multi-industry franchisor reported that their organization is now evaluating adding other functions, including advertising and reputation management, to further reduce vendor sprawl and provide franchisees with a unified experience.

Flexibility would also be quantified when evaluated as part of a specific project (described in more detail in Total Economic Impact Approach).