TL;DR
- SMS is an excellent complement to email nurturing for boosting conversion.
- Audience refinement and campaign segmentation reduce acquisition costs.
- A progressive approach with constant testing is needed to optimize the acquisition strategy.
Accelerating B2B Growth on a New Market Segment
Sunology wanted to accelerate its B2B growth through digital by exploring a new market segment. With no clear read on the best value proposition or highest-performing channels, the challenge was to generate maximum qualified MQL and SQL prospects, identify what actually converts, find the channels worth scaling, and reduce customer acquisition cost.
Find the Right Message, the Right Channels, at the Best Cost
The goal was to validate a scalable B2B acquisition strategy by testing different USPs and channels methodically before investing heavily in what works.
Four Sprints to Test Everything, Then Scale What Performs
The strategy was built around four axes. Four testing sprints were run to test different USPs across Facebook, LinkedIn and Google Ads. Dedicated lead magnets and landing pages were created to maximise engagement and conversion rates. An email nurturing flow with SMS follow-ups was set up to optimise lead conversion over time. Finally, audiences were refined through broad versus Lookalike targeting tests to identify the most responsive segments.
489 Monthly Leads at €15.92 CPL, 16% Click Rate on SMS Retargeting
In four sprints, Sunology validated a scalable B2B acquisition strategy: 489 monthly leads, an optimised global CPL of €15.92, and a 16% click rate on the SMS retargeting campaign.
