To remember
- A/B testing across acquisition channels showed clearly which ones produced MQLs at acceptable cost. That clarity led to better budget allocation and less wasted spend.
- Running inbound and outbound together produced better results than either would have alone. Combining both let Edflex reach a wider audience and convert more of it.
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Challenge
Building inbound, outbound and nurturing engines to support scale
When Edflex came to us, they were trying to do three things at once: open new acquisition channels, build a sequenced funnel, and scale their team during a period of fast growth. Finding the right balance between those three was the core problem. We were brought in to:
- Build an inbound growth machine: identify the best acquisition strategies to generate high MQL volumes and structure the team to sustain them.
- Build an outbound growth machine: set up and document outbound processes to generate as many SQLs as possible.
- Build a nurturing machine: create a system to move MQLs steadily toward SQL status.
Strategy
Growth execution: scaling acquisition through testing, structure and process
- Launched content production to feed inbound acquisition.
- A/B tested inbound acquisition channels at scale.
- Set up multi-channel outbound campaigns.
- Built outbound into team processes and workflows.
- Reorganized the growth team structure.
- Launched nurturing campaigns.
Results
Lower CPL with scaled inbound and outbound activity
- 30% cost per lead
- x2 inbound and nurturing actions
- x3 outbound actions
