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To remember
- Testing five angles at once compressed months of guesswork into a few weeks. The winning message wasn't the one the team expected.
- Volume exposed a process gap. Leads were coming in faster than the sales team could handle them, which made fixing the commercial process just as urgent as running the campaigns.
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Challenge
Go-to-market challenge: defining audience, messaging and scalable acquisition in an unproven market
Nobody had launched this kind of offer before in France. Zilo needed to figure out who would buy it, what would convince them, and how to reach them at scale, without an existing playbook to work from. They brought us in to build the acquisition engine and test their way to a message that stuck.
Strategy
Rapid paid testing, value proposition validation and qualification-driven funnel
- Paid campaigns on Google and Meta to generate volume quickly.
- Five value propositions and five visual concepts tested in parallel to find what converted.
- A qualification funnel built around Zilo's criteria to cut weak leads before they hit the sales team.
- Switched to Tally forms mid-engagement to ask better qualification questions and segment leads more precisely.
Results
CPL reduced by 3x with strong qualified lead volume
- Cost per lead cut by three
- 1,000 qualified leads generated
