Erlang Solutions is a global technology company and a trusted provider of consultancy, development, and support services. They serve high-profile clients in banking, e-commerce, fintech, and telecom, offering innovative technology solutions to drive business performance.
Situation
In an era where an estimated nearly half of all internet traffic is bot-driven, Erlang Solutions faced a significant influx of fake leads entering their CRM system. Like many other organizations, these bot-driven submissions distorted marketing analytics, hindered optimization efforts, and disrupted sales operations. To maintain accurate reporting and ensure the sales team could focus on genuine prospects, a comprehensive bot mitigation strategy was required.
Challenge
For Erlang Solutions, the increase of form submissions by bots resulted in:
- Contaminated CRM data that reduced the effectiveness of their marketing efforts.
- Inflated ad costs due to fake conversions.
- Skewed analytics, making campaign performance harder to assess.
- Less efficient lead distribution, wasting time for the sales team, which operates on a rotating lead assignment system.
Traditional anti-bot tools like CAPTCHA and basic IP filtering proved insufficient. Widely used bot control and mitigation tools also lacked precision—either being too lax, too strict, or generating high false positive and negative rates.
A more sophisticated, multi-layered approach was necessary to ensure legitimate leads were prioritized while blocking fraudulent entries.
Custom Bot Mitigator Solution
After aligning with Erlang Solutions’ IT team, we implemented additional solutions that were crucial in filtering out advanced bots that could bypass Google CAPTCHA, Cloudflare Turnstile, and Honeypot protections.
Our ad-hoc solution combines:
- Form validation scripts to detect suspicious user behaviors.
- A remote validation backend to analyze lead data in real time.
- Cloudflare Turnstile integration for enhanced security.
- Advanced pattern recognition to flag bots that bypass traditional CAPTCHAs and IP-based filters.
Our strategy focused on:
- Blocking invalid submissions before they entered the CRM.
- Minimizing false positives, ensuring no real leads were mistakenly rejected.
- Maintaining compliance with GDPR and other privacy regulations.
Results
Our approach has significantly improved lead quality and marketing efficiency for Erlang Solutions:
- 70% of form submissions have been identified as fake and blocked since its implementation.
- No fake leads enter the CRM prospect list.
- Minimal false positives ensure legitimate leads are not lost.
- Sales and marketing teams can focus on genuine prospects, improving conversion rates.
- Disruptions in the rotating lead assignment process are eliminated.
Ongoing Monitoring & Optimization
To maintain the effectiveness of the bot mitigation strategy, we implemented a real-time monitoring dashboard that provides:
- A clear breakdown of all form submissions (valid vs. blocked leads).
- Insight into blocking reasons (e.g., country, Cloudflare token failure, IP blacklisting).
- A pending validation system, allowing manual review of flagged leads to minimize false positives.
By continuously analyzing patterns and adapting our filters, we ensure that Erlang Solutions maintains high data integrity and marketing efficiency in the long run.
Conclusion
Although our primary focus was lead generation, we identified a significant need for bot mitigation, which became key to improving Erlang Solutions’ marketing and sales operations. By reducing fraudulent lead submissions, we helped restore CRM integrity, improve marketing analytics, and streamline lead management.
This intervention not only prevent distorted campaign analytics but also optimizes ad spend, ensuring marketing budgets are directed toward acquiring real customers rather than bots.
This project highlights the importance of proactive bot mitigation in maintaining the quality and efficiency of digital marketing efforts, especially as automated internet traffic continues to grow.
“Thanks to All Around’s team’s expertise in advanced conversion tracking and analytics, the issue was resolved in record time, significantly improving our lead quality and marketing efficiency. The results of the bot mitigation solution were immediate, and the real-time dashboard provides a clear picture of the ongoing impact.”
Jane Rigg Head of Marketing @ Erlang Solutions