How a full-funnel rebuild — CRO testing, paid media restructure, and closed-loop analytics — turned a global identity verification leader's digital marketing into a 16.5x ROAS engine.
Jumio is a global leader in online identity verification — the company enterprises trust to automate KYC compliance and prevent identity fraud at scale. Their product was best-in-class. Their digital marketing wasn't performing at the same level. Qualified leads were underdelivered. Paid media spend was inefficient. And they had no visibility into what happened to a lead after it entered the funnel.
The core problems: their product pages buried value propositions below the fold, messaging led with features instead of outcomes, and on mobile — where a significant share of enterprise research happens — the primary CTA disappeared entirely as users scrolled. Meanwhile, their Google Ads account lacked the structural depth to analyze performance by product, geography, or funnel stage.
Jumio needed more than a campaign refresh. They needed a full-funnel rebuild: CRO testing to fix conversion leaks, a restructured paid media program to drive efficiency globally, and an analytics infrastructure that could prove whether the leads they were generating were actually the right ones.
Our CRO team audited Jumio's product pages and identified three critical failure points: value props weren't visible on load, copy led with product specs instead of customer outcomes, and the mobile "Contact Sales" CTA vanished on scroll. We built a multi-phase test roadmap targeting emotional messaging over feature language, sticky headers with persistent CTAs, and above-the-fold product imagery. The result: 20% more CTA interactions and a 13% jump in demo form submissions — before a single paid dollar changed.
We restructured Jumio's Google Ads account from the ground up — segmenting campaigns by product line, geography, and funnel stage to expose performance data that had never been visible before. We created geo-targeted campaigns tailored to language, product interest, and industry behavior across LATAM, North America, and EMEA. We identified impression share losses on brand and high-intent BOFU terms where Jumio was ceding ground to budget caps — then fixed them. The rebuilt account generated 16.5x ROAS from day one of the new structure.
Most B2B analytics stops at lead capture. We integrated Jumio's CRM data sources to build closed-loop reporting that tracked prospects from first click through the full acquisition pipeline. This gave the marketing team visibility into which campaigns were generating MQLs that actually converted — not just leads that filled out a form. We also built anomaly filtering to strip bot and spam traffic, ensuring every metric reflected real human engagement with the brand.
Alongside paid and CRO, FTF implemented an SEO strategy focused on growing Jumio's organic presence for high-intent B2B search terms. By improving technical site health, expanding content around KYC compliance, identity verification use cases, and industry verticals, we built sustainable organic traffic that compounded the performance of paid campaigns — driving the 25% YoY traffic growth that reduced overall blended CPA.
"The best-performing B2B programs don't just generate leads — they prove which leads matter. That's what closed-loop reporting makes possible."
— From The Future · Jumio Full-Funnel Engagement
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