TL;DR
- SMS is an excellent complement to email nurturing to boost conversion.
- Audience refinement and campaign segmentation help reduce acquisition costs.
- A progressive approach with constant testing is necessary to optimize the acquisition strategy.
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Challenge / Objective
The company called on Bulldozer to solve several major challenges:
- Generate as many qualified prospects as possible — MQLs / SQLs.
- Identify the best value proposition to drive effective conversion.
- Discover the best-performing acquisition channels to scale.
- Reduce customer acquisition cost — CAC.
Strategy
- Testing & Iterations: 4 sprints to test different USPs and channels — Facebook, LinkedIn, Google Ads.
- Lead Magnet & Landing Page: Creation of specific content and pages to maximize engagement.
- Nurturing & Automation: Implementation of an email flow and SMS follow-ups to optimize conversion.
- Segmentation & Audience Targeting: Audience refinement, with tests between broad and Lookalike targeting.
Results
- 489 leads generated across 4 sprints.
- Global CPL optimized at €15.92.
- 60% of generated leads were craftsmen, validating a specific approach for this segment.
- SMS follow-up proved effective, with click-through rates above 16% on certain audiences.
