Kissmetrics
Get to know your customers through deep insights and engage them.
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.
CHALLENGE
Helping a widely known brand find, target and convert their ideal customer.
Kissmetrics had built a massive following through great content, thought leadership, and a killer product. High brand affinity is helpful, but it also poses a unique set of challenges:
- How do we find and target the right people amidst millions of diverse website visitors?
- As the product evolves, how do we reach and attract new audiences?
- What's the best way to reposition a new offering for our own audience, that might still think of us as a web analytics tool?
- Should we pivot altogether?
Kissmetrics partnered with F&F to generate higher quality leads on Facebook & Google
Our Results
54%
MORE SIGNUPS
33%
LOWER SPEND
57%
LOWER COST PER SIGNUP
30%
LOWER COST PER DEMO
Objective #1:
Launch a new Facebook & Google strategy to reposition the brand. Goodbye web analytics, hello customer engagement!
The first step was to develop new messaging to reflect the pivot from web analytics to Customer Engagement Automation. Next we had to rethink campaign structure and design a new cross-channel strategy that would increase lead quality and allow for scaling. We also designed a new retargeting funnel to reach potential customers with the right message, at the right time in order to facilitate downward movement.
The Strategy
- 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
Our Results
- 54% More Leads
- 57% Lower Cost-Per-Lead
- 30% Lower Cost-Per-Demo
- 33% Lower Spend (while increasing lead volume by 54%)
Objective #2:
Acquire new eCommerce customers using Google, Facebook, and LinkedIn.
After helping the Kissmetrics team pivot from website analytics to customer engagement automation, our next initiative was to launch a new strategy exclusively targeting ecommerce businesses. This called for new prospecting and retargeting funnels, along with LinkedIn as an additional channel.
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:
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
Objective #3: (May 2018)
Pivot and launch a new business. Introducing Alliioop, a Customer Marketing Platform for eCommerce.
We’re excited to help the Kissmetrics team launch an entirely new brand and product!
Alliioop is a Customer Marketing Platform. It captures all of your Shopify data, delivers deep customer insights and makes it easy to create highly targeted email and Facebook campaigns. Alliioop will help you build brand loyalty and increase revenue.
Stay tuned for a sneak peek into this strategy!
"Fetch & Funnel cut down our conversion costs by 57%. They continue to give us great insights as we make changes to our product that go beyond their primary role. We're excited to continue to grow with them."
