success story together with you

How we combined Growth Marketing and Martech to scale Home Angels' franchise expansion.

The Challenge: The “Problem” of Being a Leading Brand

Home Angels is the largest and most awarded network of elderly caregivers in Latin America. In addition to its high investment in media, the brand has a consolidated strength: people naturally aspire to be part of the network, either as caregivers or as franchisees.

This recognition generates an inevitable side effect: a massive volume of caregiver candidates using the exclusive channel of franchise expansion.

The impact on the business was measurable:

• CRM pollution: Leads that didn't match the ideal customer profile (ICP) made management and analysis difficult.
• Commercial Overload: The team was wasting time filtering resumes instead of closing deals.
• Biased Algorithms: The advertising platforms were learning from superficial conversion signals, not from real investors.

Transforming branding noise into business efficiency through automation, data engineering, and offline conversions.

The Beatz Strategy: The Funnel as an Ecosystem

Instead of combating user behavior solely with media filters—which increases the cost per click—Beatz applied a different approach... Growth Marketing based on three fundamental pillars:

1. Intentionality: To guide the user towards their true desires.
2. Active Qualification: Filter the lead technically and culturally before it enters the CRM.
3. Data Feedback: Teach the algorithm to find the investor, not the curious onlooker.

The Technical Solution: Profile and Purpose Filter

We developed a layer of business intelligence (MQL) using a proprietary WhatsApp botThe process is hosted on Home Angels' own server. The workflow has been automated to ensure that growth is a consequence of a genuine fit.

• Purpose-Based Screening: More than capital, the system validates empathy. For Home Angels, entrepreneurship or supervision requires liking people. The bot helps identify this human profile right from the first contact.
• Automated HR Screening: Candidates for caregiver positions are redirected to the recruitment portal, preserving the talent pool without contaminating the sales funnel.
• Investment Qualification: The bot validates financial capacity and regional availability (clusters).
• Data Standardization: Only opportunities that bring people together. empathetic profile and business skills They arrive at the CRM.

The Martech Difference: Offline Conversions

The most significant point of maturity in this project was the implementation of Offline Conversions. We capture unique identifiers (GCLID and FBCLIDWe only return the conversion signal to Google and Meta when the lead is approved in the bot's technical and behavioral screening process.

The technical result: The algorithm stopped optimizing for "who clicks" and started optimizing for who truly embodies the brand's DNA.

Results Achieved

• Drastic reduction invalid leads in the CRM.
• Increased fitness of qualified leads (alignment with brand values).
• CAC Optimization (Customer Acquisition Cost) operational.
• Media algorithms 100% aligned with real business objectives.

Technical Leadership

This project was led by Richard AlquatiRichard, CPO of Beatz and Growth Hacker with experience since 1999. Specialist in acquisition engineering for national and multinational brands, Richard brought to Home Angels the vision that financial success is a consequence of a well-structured process and a funnel that respects the essence of the brand.

Does your company need Martech intelligence to grow?

Beatz specializes in strategies for B2B businesses and franchise networks seeking scale with predictability and real data.