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THE sQR TEAM
August 22, 2025

How to Use QR Codes in Wine Tour Companies to Enhance Packaging

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Wine,Tourism,Packaging

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Wine tour companies face increasing pressure to stand out and deliver memorable experiences in a saturated market. As wine tourism grows, many operators still depend on traditional tools such as printed brochures or paper forms, only to face data loss and missed opportunities. Disconnected guest journeys and manual processes often result in untracked interest and reduced rates of booking or repeat visits.

QR codes offer a cost-effective bridge for wine tour companies seeking to enhance packaging, elevate branding, and drive measurable results. By transforming every bottle, tour ticket, or promotional piece into a digital gateway, wineries and operators can delight guests, boost bookings, and gather valuable data without disrupting the authentic experience. QR-enabled engagement addresses gaps where prospects might otherwise go untracked or unengaged.

From personalized tasting journeys to exclusive event access and instant reviews, QR-enabled packaging increases operational efficiency and enables a deeper understanding of guest intent. This evolution unlocks new revenue streams and provides actionable analytics, even for companies frustrated by anonymous traffic or low review rates. This article explores how wine tour companies can leverage QR codes to enhance packaging, marketing, and the overall guest experience.

How to Enhance Packaging and Drive Engagement for Wine Tour Companies With QR Codes: A Step-by-Step Guide

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Wine tour companies often struggle to track guest engagement effectively, relying on analog touchpoints such as printed guides or static tasting notes that fail to capture actionable signals and lead to missed prospects. QR-enabled packaging transforms these passive moments into interactive touchpoints that move guests into your digital experience without friction. When every label, neck tag, or tour pass opens a curated microsite or action page, you replace guesswork with real signals and reduce reliance on paper forms or manual follow-up.

The key is to design QR journeys that map to outcomes you can measure. With dynamic QR platforms like Sona QR, operators can test, learn, and refine messages while tracking performance in real time. Packaging becomes a launchpad for booking add-ons, collecting feedback, and delivering multimedia storytelling that deepens brand affinity.

  • Personalized QR journeys: Place unique codes on bottles, gift baskets, and VIP passes that route guests to context-aware destinations such as exclusive booking pages, virtual tastings, or feedback forms tailored to their tour package.
  • Clear success metrics: Set KPIs like booking lift, review completion rate, or email opt-ins, then benchmark pre- and post-QR results to quantify impact and guide optimization.
  • Optimized placement and CTA: Position codes near the primary visual element and include a benefit-driven prompt like Scan for your VIP upgrade, or Scan to book tomorrow’s barrel tasting to tap the moment of peak curiosity.
  • Smart tracking and decisioning: Use scan data to see which items and messages convert best, then allocate inventory or redesign packaging around those insights to increase ROI.

For example, replacing static brochures with QR codes on tasting cards can link guests to short video guides and same-day offers, capturing interactions that previously vanished. Even small operators can automate scan capture with Sona QR, surface top-performing placements, and use those findings to guide future packaging, copy, and incentive design.

Why QR Codes Matter for Wine Tour Companies

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Wine tourism thrives on sensory storytelling and human connection, yet many of the most critical revenue moments still occur on paper or in untrackable conversations. QR codes remove friction between interest and action, inviting guests to book, review, or share their preferences in seconds. The result is a more connected journey where every physical asset can trigger a measurable digital outcome.

The appeal is not only convenience. Dynamic QR experiences modernize your marketing stack without erasing the craft and authenticity that guests expect from wineries. Scans yield analytics that inform which varietals, events, or price points trigger the most curiosity. Teams can prioritize high-fit prospects and direct resources to the placements and messages that repeatedly convert.

  • Offline to online conversion: Turn tasting notes, bottle neckers, lanyards, and vehicle signage into gateways for bookings, dietary preference capture, or club membership offers.
  • Faster, simpler experiences: Reduce form friction by letting guests scan and complete actions in under a minute, such as reserving a tour slot, joining Wi-Fi, or claiming a discount for a weekday tasting.
  • Dynamic flexibility: Update destinations in real time as tour schedules change or a vintage sells out, so printed assets remain accurate without costly reprints.
  • Actionable tracking: See when and where scans occur, which devices guests use, and which calls to action perform best to guide creative and operational decisions.
  • Cost efficiency at scale: Launch and iterate across dozens of touchpoints for a fraction of the cost of new printed collateral while maintaining design continuity.

QR code analytics provide the transparency needed to invest confidently. If your tasting room signage drives 6 percent more upgrades than bottle tags, you can shift creative emphasis or reallocate offers to meet demand while protecting guest experience.

Common QR Code Formats for Wine Tour Companies’ Use Cases

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Wine tour operators engage guests across many contexts, from tasting rooms and vineyards to event venues and retail shelves. QR formats should match the action you want and the environment where scanning will occur. A well-chosen format reduces friction and clarifies intent, which improves conversion and data quality.

Dynamic QR codes are especially useful in wine tourism because schedules, inventory, and promotions often change. Static codes still have a place, such as linking to a timeless brand story or a PDF map, but dynamic codes deliver the agility needed to keep printed assets relevant across seasons and events.

  • Web links: Route scanners to booking pages, tour schedules, immersive vintage stories, or limited-time offers. Use for rebooking incentives, club enrollment, and behind-the-scenes content.
  • Forms: Capture dietary restrictions for food pairings, group headcounts, or on-the-spot feedback during tastings. Send data to your CRM for instant follow-up. For easy setup, see Google Forms QR.
  • vCards: Let travel agents, concierges, and corporate planners save your sales contact with one scan. Ideal for B2B partnerships and group sales enablement.
  • App downloads: Drive installs for your winery or tour companion app with auto-detection of iOS and Android app stores. Useful for loyalty programs and digital passports.
  • Dynamic content: Change destinations without reprinting as tours sell out or events rotate. Route scans by time of day or location to localize offers and information.

Common uses include bookings and feedback collection via web links and forms, upsell offers on bottle packaging, and vCards for concierge partners. With Sona QR, you can generate, manage, and update all formats in one dashboard while maintaining brand consistency.

Where to Find Growth Opportunities

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Most wine tour experiences include dozens of moments where interest sparks but goes untracked. Strategic QR deployment converts each of these micro-moments into measurable actions that build your pipeline. By aligning code placement with intent, you enable helpful interactions while capturing context that fuels smarter marketing.

Think of every physical item a guest touches as a digital onramp. A small code with a strong benefit-driven CTA can turn fleeting curiosity into a booking, a review, or a shareable story that travels far beyond the vineyard. Over time, you will see which placements produce the most revenue and which audiences require different offers or formats.

  • Wine bottles or kits: Encourage rebooking, VIP upgrades, or bundle add-ons from at-home tasting kits, then retarget non-converters based on scan activity and timing.
  • Tour vehicles or welcome kits: Share real-time itineraries, safety guidelines, and interactive polls that personalize the day’s experience while reducing staff overhead.
  • Event tickets and lanyards: Speed check-in with mobile verification and tag attendees by session, so you can segment follow-up emails and offers.
  • Direct mail or signage: Make mailers and venue signage measurable with codes that drive seasonal package promotions, group inquiries, or referral rewards. Try direct mail to capture and attribute responses.

Unlocking these touchpoints ensures more guests receive timely and relevant follow-up. You will also reduce manual processes during peak seasons since scanning centralizes data capture and guides guests to the next best action.

Use Cases for QR Codes in Wine Tour Companies

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Well-designed QR programs replace analog friction with instant, actionable steps. They also reveal which offers resonate, which staff prompts work best, and where to concentrate inventory for high-value experiences. The following use cases are common across wine tour environments and can be tailored to brand tone and price point.

Each use case should be tied to a clear destination and metric. When the action is obvious and the reward is immediate, scan rates rise and data quality improves. Sona QR allows you to measure conversion, not just scan volume, so you can refine campaigns for revenue impact.

  • VIP booking access: Give high-intent guests and club members unique codes on bottle neckers or invitation cards that open a priority calendar with reserved time slots. Outcome: Higher conversion to premium tastings and private tours.
  • Instant guest reviews: Prompt ratings at the end of a tasting flight using a code on the tasting card that opens a short, mobile-friendly form with review syndication options like Google reviews. Outcome: More verified reviews and higher average ratings due to in-the-moment recall.
  • Sustainable wine education: Tell the story of vineyard practices on labels and gift boxes with a code that loads short videos, soil maps, or winemaker notes. Outcome: Increased time-on-page, deeper brand affinity, and better segmentation of sustainability-minded buyers. See this vineyard marketing study.

Start with one or two use cases that directly support your revenue targets. As you learn, expand placements and messages, then standardize the best-performing patterns across your routes and seasons.

How to Build High-Value Audiences for Retargeting With QR Code Campaigns

Every scan is a behavioral signal. It reveals what a guest wanted in that moment, where they were, and how the physical context influenced their interest. By placing multiple QR codes across your experience, you convert fragmented touchpoints into a structured dataset that fuels precise retargeting and timely follow-up.

Rather than sending generic messages, you can tailor remarketing to the scan context and lifecycle stage. A bottle-scan at home suggests post-visit affinity, while a lanyard-scan at an event implies active consideration. Sona QR captures these distinctions and syncs them to your CRM and ad platforms so you can automate the right next action. See Sona’s retargeting playbook.

  • Segment by scan context: Create audiences for booking intent, preference forms, and feedback to tailor nurture flows and offers based on the action taken.
  • Tag interest themes: Label scans with attributes like luxury experiences, food pairings, or sustainability so you can personalize future creative and upsells.
  • Analyze timing and location: Separate in-venue scans from at-home scans and weekday scans from weekend scans to adjust staffing, offers, and follow-up cadence.
  • Sync to your stack: Connect Sona QR to HubSpot, Salesforce, or Meta Ads so scan-triggered segments receive personalized emails, SMS prompts, and ad sequences.

With intentional segmentation, you will move beyond impressions to engagement you can act on. Your sales and guest services teams can prioritize outreach to guests showing high intent, while your marketing team continues nurturing those who need more storytelling before booking.

Integrating QR Codes Into Your Multi-Channel Marketing Mix

A fragmented guest journey erodes conversion and increases wasted spend. QR codes unify offline and online interactions by providing a consistent bridge from physical media to trackable digital actions. When every printed item routes to a branded destination and a measurable step, you turn your marketing mix into a coordinated funnel. For measurement across offline touchpoints, read Sona’s offline attribution.

The key is to plan your QR strategy across channels rather than bolting it on per asset. Decide which actions matter at each stage, then use consistent CTAs, benefits, and visuals so the experience feels seamless. With Sona QR, you can centralize code creation, enforce design standards, and monitor channel performance in one dashboard.

  • Packages and gift baskets: Link to premium tour upsells and membership trials that match the basket theme, such as reserve tastings for a reserve basket, then measure scan-to-book conversion.
  • Event brochures: Replace static schedules with a live itinerary microsite and collect engagement data on the sessions that attract the most interest.
  • Social media and UGC: Encourage on-site sharing with QR codes on tasting mats or selfie stations that open a branded hashtag guide and submission form for photo contests.
  • Video ads and trade shows: Add on-screen QR codes in local TV spots and booth signage that open a short landing page with a compelling seasonal offer and click-to-book.
  • Direct mail and window signage: Include QR codes on postcards, door clings, and street-facing signage to turn foot traffic and mail recipients into known leads with trackable responses.

These integrations make every marketing effort measurable and aligned. You will also reduce the lag between interest and action, which is especially valuable in tourism where timing and seasonality shape demand.

Step-by-Step QR Campaign Execution Checklist

Launching a QR initiative is straightforward when you map each step to a business outcome. The following checklist blends practical design guidance with wine-tour specifics so you can deploy confidently and iterate quickly. Use dynamic codes whenever you need tracking, retargeting, or the flexibility to update destinations without reprints.

Start small, measure, and scale what works. The goal is not to add QR codes everywhere but to position them where they enhance the experience and produce measurable lifts in bookings, reviews, and loyalty.

Step 1: Choose the Use Case

Clarify the outcome you want before you design any asset. Do you want more weekday bookings, a higher percentage of club sign-ups, or better review volume after peak weekends? Choose a single KPI for your first campaign and align your code placement and incentive to that goal.

  • Vertical-specific goal: Focus on an actionable aim such as event RSVP for a harvest dinner, VIP upgrade for reserve tastings, or group inquiry capture for corporate retreats.
  • Audience fit: Decide if the use case targets first-time tasters, club members, travel agents, or corporate planners so messaging and offers resonate.
  • Measurement plan: Define how you will attribute bookings or reviews to scans using Sona QR’s campaign tags and CRM sync.

Step 2: Select QR Code Type

Choose static codes for fixed destinations such as a PDF vineyard map or a vintage profile page. Choose dynamic codes for anything that needs tracking, retargeting, or frequent updates, such as booking calendars, seasonal promotions, or club enrollment campaigns.

  • Static codes: Use for evergreen content like a winemaker story or trail map where destination stability matters more than analytics.
  • Dynamic codes: Use for trackable, editable links that power optimization. They allow you to run A/B tests and update offers without reprinting.
  • Format alignment: Match the code type to the action. Forms for feedback collection, web links for booking, vCards for B2B contact exchange.

Step 3: Design and Test

Treat the QR code as a designed component, not an afterthought. The frame, color, logo, and CTA all influence scan rates. Test in realistic environments to ensure fast recognition under varied lighting and distance.

  • Branding and clarity: Add your logo and brand colors, and include a clear frame so the code stands out against textured labels or patterned lanyards.
  • CTA and benefit: Write a concise, benefit-led prompt like Scan to book your sunset tasting, or Scan for 10 percent off weekday tours.
  • Usability testing: Test on iOS and Android, at different angles, with glossy and matte finishes, and from expected distances on vehicles, signage, or bottles.

Step 4: Deploy Strategically

Place codes where intent is highest and the surrounding copy or imagery primes the action you want. Each deployment context has its own best practices for size, contrast, and scanning distance.

  • High-impact placements: Feature codes on tasting cards, bottle neckers, vehicle windows, event tickets, direct mailers, and check presenters in the tasting room.
  • Context matching: Align the message to the moment. On a lanyard, use Scan to check in. On a bottle, use Scan to book a reserve tasting while supplies last.
  • Operational readiness: Train staff to point out the code at the right moment, such as during checkout or after the final pour, and provide a short script.

Step 5: Track and Optimize

Use analytics to understand which assets and messages drive action. Optimization is continuous, especially across seasons, visitor profiles, and event types.

  • Performance monitoring: Track scans by time, location, and device with Sona QR, and compare conversion rates by placement and CTA.
  • Experimentation: A/B test landing pages, incentives, and visual frames. Small creative changes often yield meaningful scan-rate lifts.
  • Iterative updates: Update underperforming destinations or swap offers in dynamic codes. Archive weak placements and scale the ones that consistently convert.

A disciplined checklist ensures each campaign ladders up to revenue goals. Over time, you will build a library of proven templates for bottle labels, tasting kits, lanyards, and vehicle signage that teams can deploy with confidence.

Tracking and Analytics: From Scan to Revenue

Attribution is the crux of modern wine tour marketing. Knowing that a scan occurred is helpful, but real value comes from connecting the scan to a booking, club enrollment, or review. Without this connection, you cannot accurately evaluate which placements, offers, and experiences generate the most revenue or loyalty.

Sona QR makes scans measurable, and Sona, an AI-powered marketing platform that unifies identity resolution, data activation, and revenue attribution, extends that visibility across the full journey. Together, they help you see the path from first scan to final purchase, which is especially valuable when guests engage on multiple channels before choosing a package or returning for a second visit.

  • Track every scan: Capture time, device, location, and campaign source to understand context and diagnose performance.
  • Measure engagement by channel: Compare scans and conversions across bottle labels, lanyards, direct mail, and vehicles to see where to invest.
  • Respond in real time: Edit dynamic destinations mid-campaign based on live data such as surge interest in a new tour or a sold-out timeslot.
  • Sync with your CRM: Enrich contacts in HubSpot or Salesforce with scan data so sales and service teams have full context when they follow up.
  • Attribute revenue: Use Sona.com to tie scan interactions to known buyers through identity resolution and multi-touch attribution.
  • Unify the journey: Link QR scans with website visits, ad clicks, emails, and CRM activity to build a holistic view of progression from first interest to purchase.

By operationalizing this loop, you can prioritize high-performing placements, retire ineffective collateral, and refine offers to match demand patterns by season, daypart, or audience.

Tips to Expand QR Success in Wine Tour Companies

Scaling QR success is about consistency, clarity, and integration. When each code is unique to its placement, tagged for attribution, and connected to automation, campaigns compound over time. Staff education matters as much as design since a well-timed prompt can double scan rates.

Choose the practices that match your environment and workflows. Wineries with heavy group traffic might focus on check-in and dietary capture, while boutique operators might invest in VIP upgrades and club trials. Either way, tie each tactic to a measurable step and an automatic follow-up.

  • Use unique codes per asset: Differentiate by placement such as bottle necker, tasting card, vehicle decal, or welcome kit, so you can track exactly what is working.
  • Add UTMs to every destination: Ensure campaign, source, and medium parameters are appended so web analytics line up with scan data in your CRM. See Sona’s revenue attribution.
  • Trigger follow-up flows: Send a thank-you email after a review scan, an SMS reminder after a calendar scan, or a retargeting ad after an at-home bottle scan.
  • Educate staff and guests: Provide simple scripts and visible CTAs. For example, a tasting room host can say, Scan here to unlock our reserve room calendar, only accessible today.

You can generate and track your first QR codes for free with Sona QR. Pick a starter use case, and connect it to your CRM to see how quickly scan data translates into bookings and reviews.

Real-World Examples and Creative Inspiration

Operators across wine regions are already proving that QR codes can turn physical moments into measurable growth. The most successful programs combine a strong incentive with high-visibility placement and a simple, mobile-first destination. Creativity helps, but clarity is what drives action.

Use these examples to spark ideas that fit your brand and price point. Start with similar placements, then tailor the CTA and content to your story and guests.

  • Tasting kit to exclusive booking: A Napa Valley operator added QR codes to at-home tasting kits that opened a hidden calendar for reserve experiences. Result: A 30 percent lift in exclusive bookings within six weeks.
  • Behind-the-scenes storytelling: Boutique wineries placed codes on bottle neckers linking to short videos of harvest and barrel aging. Result: A 25 percent increase in post-visit reviews and more social shares featuring the branded hashtag.
  • Live voting and social proof: Food and wine tour organizers used QR codes for on-tour voting to select the group’s favorite pairing at food and wine festivals. Result: Higher email capture rates, same-day bookings for add-on experiences, and user-generated content that fueled retargeting.

These campaigns solved previous pain points such as anonymous traffic, low review volume, and missed upsells. With Sona QR, each scan became a trackable step in a repeatable growth playbook.

Expert Tips and Common Pitfalls

QR codes work best when the destination matches the moment and visual clarity makes scanning effortless. Teams should iterate quickly, measure relentlessly, and refine based on the data, not assumptions. A few operational missteps can stall results, but they are easy to avoid with a simple checklist and staff training.

Treat your QR program like a product, where each release is an opportunity to learn. Update content frequently, retire underperformers, and double down on placements that produce revenue and high satisfaction scores.

  • Match destination to context: Ensure the code on a tasting card opens a mobile review form, while a bottle code opens a booking page, not a generic homepage.
  • Avoid tiny or low-contrast codes: Use sufficient size, clear margins, and strong contrast, especially on textured labels or reflective surfaces.
  • Train teams to prompt scans: Provide talking points and incentives for staff to point out the code at key moments, such as during checkout or when offering a VIP upgrade.
  • Refresh dynamic codes regularly: Update offers and itineraries as inventory changes so guests never encounter outdated information or dead links.

Gather feedback from staff and guests to fine-tune placements and CTAs. A quick on-floor conversation often reveals obstacles that analytics alone cannot surface.

QR codes have become a strategic bridge for wine tour companies, transforming every physical touchpoint into a digital opportunity to engage, convert, and retain guests. When thoughtfully implemented, QR codes solve industry pain points such as anonymous prospects and missed feedback by connecting in-person experiences to actionable analytics. This approach enhances marketing ROI and delivers a more memorable, tailored guest journey.

By embedding QR codes into packaging and marketing materials, wine tour companies can track, optimize, and grow each stage of their relationship with guests, turning every scan into a driver of long-term loyalty and revenue. If you are ready to start, start creating QR codes for free, add a clear CTA to your highest-traffic asset, and connect it to your CRM. Then measure the lift in bookings and reviews over the next 30 days to validate your playbook and scale with confidence.

Conclusion

QR codes have transformed wine tour companies from simple packaging elements into powerful, interactive marketing tools. By integrating QR codes into your wine tour packaging, you can engage customers with immersive experiences, provide instant access to exclusive content, and gather valuable insights that drive smarter marketing decisions. Imagine knowing exactly which packaging designs inspire bookings and creating personalized journeys that captivate wine enthusiasts at every touchpoint.

With Sona QR, you can easily create dynamic, trackable QR codes that update instantly without the need to reprint labels or brochures. Connect each scan to customer behavior and revenue, enabling you to optimize campaigns and maximize returns effortlessly. Start for free with Sona QR today and turn your wine tour packaging into a seamless gateway for customer acquisition, enhanced experiences, and measurable growth.

FAQ

What are some of the best ways wine tour companies can stand out in a crowded market?

Wine tour companies can stand out by using QR codes on packaging and marketing materials to create interactive experiences, track guest engagement, and gather valuable data that drives bookings and repeat visits.

How do wine tour companies use QR codes to improve guest experiences and increase bookings?

They place QR codes on bottles, tickets, and promotional materials that link to personalized booking pages, virtual tastings, feedback forms, and exclusive offers, enabling guests to easily take actions and allowing companies to track and optimize engagement.

What types of QR code formats are commonly used by wine tour companies and for what purposes?

Common QR code formats include web links for bookings and stories, forms for dietary preferences and feedback, vCards for B2B contacts, app downloads for loyalty programs, and dynamic content that can be updated without reprinting.

How can wine tour companies measure the success of their QR code campaigns?

They can track scan data such as time, location, device, and conversion rates using platforms like Sona QR, set clear KPIs like booking lift or review completion, and analyze which placements and messages perform best to optimize campaigns.

What benefits do guided wine tours offer to guests according to the article?

Guided wine tours provide personalized tasting journeys, exclusive event access, easier booking and feedback processes, and a more connected and memorable guest experience enhanced through digital tools like QR codes.

How do wine tour companies integrate QR codes into their multi-channel marketing efforts?

They strategically place QR codes on various touchpoints like tasting kits, event brochures, social media, video ads, direct mail, and signage to unify offline and online interactions, making each marketing channel measurable and driving coordinated guest actions.

What are some unique experiences wine tour companies can offer using QR codes?

Unique experiences include VIP booking access through exclusive QR codes, instant guest reviews via mobile-friendly forms, sustainable wine education with videos and soil maps, and interactive on-tour voting for favorite pairings.

How do QR codes help wine tour companies build high-value audiences for retargeting?

QR codes capture behavioral signals and scan context that can be segmented by guest intent, interest themes, timing, and location, enabling personalized follow-up through CRM and ad platforms for more effective retargeting campaigns.

What safety measures or guest preferences can wine tour companies capture using QR codes?

Companies can use QR codes linked to forms to capture dietary restrictions and preferences during tastings, enabling personalized food pairings and accommodating guest needs while reducing manual processes.

How can wine tour companies ensure their QR code campaigns are successful and avoid common pitfalls?

They should match QR code destinations to context, use clear and sufficiently sized codes with strong contrast, train staff to prompt guests to scan at key moments, and regularly update dynamic codes to keep offers accurate and relevant.

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What Our Clients Say

"Really, really impressed with how we're able to get this amazing data ...and action it based upon what that person did is just really incredible."

Josh Carter
Josh Carter
Director of Demand Generation, Pavilion

"The Sona Revenue Growth Platform has been instrumental in the growth of Collective.  The dashboard is our source of truth for CAC and is a key tool in helping us plan our marketing strategy."

Hooman Radfar
Co-founder and CEO, Collective

"The Sona Revenue Growth Platform has been fantastic. With advanced attribution, we’ve been able to better understand our lead source data which has subsequently allowed us to make smarter marketing decisions."

Alan Braverman
Founder and CEO, Textline

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