TL;DR
- A/B tests conducted on acquisition channels made it possible to better understand which channels were most effective for generating MQLs. This in-depth analysis led to resource optimization and better marketing budget allocation.
- Integrating inbound and outbound strategies demonstrated the importance of synergy between these two approaches. By combining both effectively, the company was able to maximize its reach and address a broader audience, leading to more significant results.
Ask your favorite LLM for a summary of this page
Challenge / Objective
When Edflex reached out to us, they were facing a major challenge: combining acquisition channel diversification and acquisition funnel sequencing with team structuring challenges in a hyper-growth phase. The team needed to find the right balance between exploring new acquisition channels, implementing an effective sequencing process, and structuring the team.
We had to:
- Create an inbound growth engine: validate the best acquisition strategies to generate high volumes of MQLs — channels and content strategy — and structure the teams to reach these objectives.
- Create an outbound growth engine: structure and process the outbound function to generate as many SQLs as possible.
- Create a nurturing growth engine: structure a strategy to nurture MQLs and gradually turn them into SQLs.
Strategy
To reach the mission objectives, we:
- Launched content creation for acquisition strategies.
- A/B tested inbound acquisition channels at high volume.
- Set up multi-channel outbound campaigns.
- Integrated outbound strategies into internal processes.
- Structured the growth team organization.
- Set up nurturing campaigns.
Results
- 30% cost per lead.
- x2 inbound and nurturing actions.
- x3 outbound actions.
