■ Case 002
Hyper Brew · Software automation for commercial entertainment
Treatment: The Blueprint
From $2,577 per lead to $182.
Same trade show. Different story.
- $182
Per qualified lead at Adobe MAX 2025, down from $2,577 the year before
- 80
Qualified decision-makers in the pipeline
- $36K
Deal closed from the updated email campaign
■ Evidence
Same booth. Different buyer.
The 2024 booth spoke to the designers and editors who use Adobe. The 2025 booth spoke to the people who sign the checks, with one line they could repeat to their boss.
“Deliver faster with custom plugins.” A pitch for the people walking by, not the people who buy. 112 badge scans. One $5K deal.
“We automate the boring. You create the amazing.” One memorable line that attracted 80 qualified leads.
The same message went home with every visitor: the 3,000 hours their team loses, and what getting them back looks like.
■ Testimony
“Before Brand Autopsy, MAX was a very expensive way to collect business cards. Now every message feeds a real pipeline of decision‑makers.”
Justin Taylor, Founder, Hyper Brew
■ The case file
00About the projectClient, sector, event
01SymptomsThe wrong people at the booth
Hyper Brew builds automation plugins for Adobe Creative Cloud. The product saves creative teams 3,000 hours a year on repetitive tasks and upwards of $200K in labor costs.
The product wasn’t the problem. The audience was.
At Adobe MAX 2024, founder Justin Taylor spent $23,196 on a booth and campaign. The booth collected 112 badge scans, mostly designers and editors, not the people who own the budget. Only 18 calls got booked, and 43% of those no-showed.
One $5K deal closed. That worked out to $2,577 per qualified lead.
02DiagnosisTalking to users, not buyers
We audited every piece of MAX 2024: event costs, booth design, calls booked, no-shows, ghosted prospects, and follow-up emails.
The messaging spoke to people who use Adobe. Not people who write the checks.
Booth questions collected “pain stories” but never asked about authority or timeline. Follow-up emails talked about features instead of ROI. Ghosted Fortune 500 prospects never got a clear, numbers-first story.
03TreatmentOne line, four buyers
We mapped four buyer personas: creative doers, creative leadership, executives, and technical leadership. The booth scripts, email templates, and qualification trees all changed depending on who stood in front of the team.
“We automate the boring. You create the amazing.”
One slogan for the booth. The right buyers stopped walking by and started talking to the Hyper Brew sales team.
04Outcome$182 per qualified lead
At MAX 2025, Hyper Brew spent $14,552, 37% less than the year before. The booth brought in 80 qualified decision-makers.
Cost per qualified lead fell from $2,577 to $182, a 93% drop. And a $36K deal closed from the updated email campaign.
05What they walked away with6 deliverables
- 4 buyer personas, with the pains, priorities, and language of each
- Persona-based sales scripts and qualification trees for a 3-person team
- An ROI story library: 6 case stories mapped to specific objections
- Email templates for cold outreach, follow-up, and nurture sequences
- An A/B testing framework for ongoing message updates
- A multi-channel messaging system: booth, email, web, and sales calls
■ Verdict
You already know something's off. Let's find out what.
45 minutes. Free. An honest conversation about whether Brand Autopsy is the right fit.
What happens on the call
- You tell me where deals are stalling.
- I tell you what I’d look at first, even if you never hire me.
- If we’re not a fit, I’ll say so.
