myCOI
myCOI delivers the new industry standard in third-party compliance for certificate of insurance tracking.
EMPLOYEES: 51–200
ESTABLISHED: 2009
Increase in pipeline velocity
Increase in qualified (HIRO) pipeline from website
Increase in qualified demos from Paid Search
the problem
When Jason Noel, VP of Marketing, joined myCOI, the company already had a strong marketing foundation — with people, processes, and programs in place.
But as the business continued to scale, the gaps became more visible.
The marketing team had grown, but wasn’t getting additional headcount, while aggressive growth goals continued to increase. The team needed to improve efficiency across the funnel — not simply generate more activity.
The opportunity was to identify where prospects were dropping out, improve conversion, and generate more qualified pipeline from the demand myCOI was already creating.
This stays grounded in the existing Before Refine Labs field rather than inventing a new problem.
the work
Refine Labs started by digging into myCOI’s funnel to understand where prospects were dropping off and where the biggest opportunities existed.
The team used GTM analysis and reporting to identify leaks across the funnel, then prioritized the changes most likely to improve conversion and pipeline efficiency.
One major opportunity was paid search. Refine Labs restructured the Google Ads account around high-intent keywords, removed low-intent traffic, and focused spend on the searches most closely connected to myCOI’s ICP.
At the same time, the teams refined myCOI’s messaging and demand creation strategy so the right buyers were seeing a clearer, more relevant story.
Rather than simply increasing spend, the focus was on making the entire system work harder — improving how demand was created, captured, and converted into qualified pipeline.
Increase in pipeline velocity
Increase in qualified (HIRO) pipeline from website
the RESULTS
The changes translated into significant improvements across myCOI’s funnel.
Pipeline velocity increased by 161%.
At the same time, myCOI saw an 84% increase in qualified HRBO pipeline generated from the website and a 50% increase in qualified demos from paid search.
The gains came from improving the system rather than simply adding more activity — tightening targeting, focusing spend on higher-intent demand, improving messaging, and removing friction across the funnel.
The result was a more efficient demand engine capable of turning more of myCOI’s existing market opportunity into qualified pipeline.
”
“myCOI sought out a revenue agency, not a traditional marketing agency, with a talented team that prioritized an experimental mindset. We really wanted a team that would challenge the status quo and run alongside our team to push boundaries, fail fast, and make an impact.”
Jason Noel
myCOI
·
VP of Marketing, myCOI
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