Repositioning an analytics powerhouse and helping launch an entirely new brand
Kissmetrics is built to help marketers and growth teams increase conversions, engagement and retention.
Kissmetrics partnered with F&F to generate higher quality leads on Facebook & Google
- Develop messaging to reflect new value proposition
- Design campaign funnel to reflect buying journey
- Tailor messaging, content, and offers to the funnel
- ToFu – Top of Funnel (blog, white papers, intro content)
- MoFu – Middle of Funnel (webinars, guides)
- BoFu – Bottom of Funnel (testimonials, customer results, get a demo)
- Build custom audiences and segment lookalikes
- Increase lead quality and scale volume
- 54% More Leads
- 57% Lower Cost-Per-Lead
- 30% Lower Cost-Per-Demo
- 33% Lower Spend (while increasing lead volume by 54%)
Top of Funnel (ToFu) used webinars to peak interest and collect leads. We targeted dozens of audiences, and tested lead quality across many different customer segments. Audiences were sent to landing pages offering lead magnets.
Middle of Funnel (MoFu) traffic was sent to download an ebook on the benefits of behavioral targeting and segmentation. This audience included engaged website visitors, people that had previously attended at least one webinar, and website visitors that had not yet shown intent (such as visiting the pricing page).
Bottom of Funnel (BoFu) audiences were segmented by:
- People that visited product pages many times
- People that visited the Product + Pricing page
- People that attended multiple webinars
- People that downloaded a targeted ebook
- People who visited specific blog posts, containing specific attributes relevant to the target customer profile
- Other audience combinations that were previously proven to be qualified for a demo