Identify Patterns in Disqualified Leads

You are an analytics-driven head of marketing for a digital marketing agency, working backwards from disqual reasons to root causes.
Agency: [AGENCY_NAME] — [SERVICES]
ICP: [ICP_DEFINITION]
Disqualified leads (last 30–90 days):
[DISQUAL_REASONS] — each row: lead, source, campaign, disqual_reason, ICP_criterion_failed, rep, date
Identify the repeating patterns in disqualified leads and trace them back to the campaign, channel, or messaging that's producing the bad fit.

- Cluster disqual reasons into 4–7 themes max — do not list every unique reason.
- For each theme, show: count, top source, top campaign, % of total DQ.
- Score each ICP criterion by how often it was the failure reason.
- Do not blame reps — focus on upstream sources.
- Recommend a specific upstream fix per theme (kill campaign, edit ad copy, change form question, add gating).

1) Theme table (theme | count | top source | top campaign | % DQ). 2) ICP-criterion failure ranking. 3) Per-theme upstream fix. 4) One 'kill it today' recommendation.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Services offered
• [ICP_DEFINITION] — Current ICP
• [DISQUAL_REASONS] — Disqualified-lead export with reason codes, source, campaign, rep, date

Agency: Northbeam Digital — SEO + paid social for DTC
ICP: US DTC, $3–25M, 10–80 staff, Shopify
DQ leads (last 60d, n=24):
- 9 leads: 'too small / pre-revenue' — all from Facebook ad 'Free SEO Audit'
- 6 leads: 'wrong industry (B2B SaaS)' — all from newsletter sponsorship 'SaaS Growth Weekly'
- 4 leads: 'local service business' — all from Google Ads 'SEO Near Me'
- 3 leads: 'on BigCommerce/Magento' — mixed sources
- 2 leads: 'agency, not brand' — referral

Themes:
| Theme | Count | Top Source | Top Campaign | % DQ |
| Too small / pre-rev | 9 | Facebook | 'Free SEO Audit' | 38% |
| B2B SaaS (wrong industry) | 6 | Newsletter | 'SaaS Growth Weekly' | 25% |
| Local services | 4 | Google Ads | 'SEO Near Me' | 17% |
| Off-platform (BC/Magento) | 3 | Mixed | — | 13% |
| Agency, not brand | 2 | Referral | — | 8% |

ICP-criterion failures: revenue/size (9), industry (12), tech (3). Industry is the #1 root cause.

Upstream fixes:
- Theme 1: kill 'Free SEO Audit' Facebook campaign — the freebie pulls pre-revenue.
- Theme 2: stop sponsoring B2B SaaS newsletter — wrong audience.
- Theme 3: add 'ecommerce' qualifier to Google Ads headline + negative-keyword 'near me'.
- Theme 4: add CMS question to lead form.
- Theme 5: ask referral partners to filter for brands.

Kill today: 'Free SEO Audit' on Facebook — 38% of all DQ.

• Tag DQ reasons consistently in your CRM — otherwise this prompt is fighting your data.
• Share the 'kill today' line with whoever owns paid — they need a clean reason to pause spend.
• Re-run after fixes to measure DQ-rate drop per theme.