To remember
- SMS follow-ups added meaningful lift on top of email nurturing. On some audiences, click-through rates exceeded 16%.
- Broad targeting vs. lookalike is not a permanent answer. The right choice shifted depending on the segment and the sprint, which is why testing both mattered.
- Keeping sprints short forced fast decisions and stopped underperforming angles from running too long.
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Challenge
Scaling qualified leads, validating messaging and reducing CAC under sprint constraints
They came to us with four problems to solve: generate qualified leads at volume, find the value proposition that converted best, identify which channels were worth scaling, and bring acquisition costs down. All within a tight sprint structure.
Strategy
Sprint-based testing, lead magnets and multi-channel nurturing optimization
- Four sprints testing different value propositions and channels across Facebook, LinkedIn, and Google Ads.
- Lead magnets and dedicated landing pages built to maximize engagement at each stage.
- Email nurturing flows combined with SMS follow-ups to improve conversion after the first touch.
- Audience segmentation refined across sprints, testing broad targeting against lookalike audiences to find what drove the lowest CPL.
Results
Performance results: efficient CPL, qualified leads and strong SMS engagement
- 489 leads generated across 4 sprints
- €15.92 global CPL
- 60% of leads were artisans, validating a focused approach for that segment
- SMS follow-ups hit click-through rates above 16% on the strongest audiences
