TL;DR
- Targeting quality is a major lever for commercial performance.
- Reviewing lead definitions helps improve the relevance of generated opportunities.
- Diversifying levers — paid, outbound, UGC, data, design — makes it possible to identify the highest-performing combinations.
- Funnel optimization should not stop at the lead stage: it must go all the way to generating opportunities that sales teams can truly act on.
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Challenge / Objective
The mission with Mooncard, carried out over several months, aimed to completely redesign their acquisition strategy.
The main challenges were to:
- Review the target audiences to better match the company’s business needs.
- Optimize all acquisition levers.
- Improve the funnel through to commercial opportunity generation.
- Strengthen the quality of leads passed on to sales teams.
Strategy
To address these challenges, Bulldozer implemented several structuring initiatives:
- Redefining target audiences to optimize selection criteria.
- Reviewing the definitions of leads, MQLs, SQLs, and opportunities.
- Diversifying acquisition levers.
- Testing combinations of paid, outbound, UGC, data, and design.
- Gradually optimizing the entire funnel.
- Aligning marketing actions with the needs of the sales teams.
Results
- +70% increase in the proportion of people matching the target audience.
- +400 monthly opportunities generated for sales teams.
- Acquisition strategy redesigned.
- Improved lead qualification.
- Funnel better aligned with business and sales objectives.
