To remember
- The personas Atoa came in with were hypotheses, not facts. Sprint-by-sprint iteration showed which investor profiles actually converted, and they were not always the ones the team expected.
- Having outside support pushed the team to test formats they would have skipped otherwise. Some of those, like webinars, ended up being among the strongest performing channels.
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Challenge
Go-to-market challenge: acquiring and converting retail investors in a new asset class
The founding team knew real estate well but had never run a growth campaign. The market itself was brand new, their personas were untested, and they needed retail investors to commit, fast. They brought us in to:
- Pull in qualified leads likely to invest.
- Move MQLs to SQLs quickly.
- Start building a community around real estate tokenization.
- Keep cost per lead in check.
Strategy
Paid media, nurturing and content-driven funnels to convert investors
- Paid campaigns on Facebook, Google, and LinkedIn.
- Nurturing sequences to move leads down the funnel.
- Organic content: white paper and webinars.
- Automated acquisition funnels.
Results
Fully funded operation with efficient lead generation
- 1,119 leads (MQL and SQL combined)
- 28% cost per lead
- 100% of the operation funded
