With the masterful sum of $50 million from investors, Meister wants to transform itself from a gray mouse into a unicorn and chase the current top dogs Monday, Trello, Assana & Co. out of the field. The ammunition? Powerful lead gen. The tactics? Start small, test, then scale.
And TOWA? Right in the middle of it. First with extensive briefings and workshops, then with master business managers to analyze past activities and their insights. The result: Precisely timed testing sprints with clear reporting structures and agile recommendations for action. And most importantly, lots of new leads.
Make Everything Fit
Do the defined audiences match the product? Do the ads match the channel? Does the campaign setup match the KPIs? In an initial research phase, we analyzed the SaaS market and key competitors, and explored the needs of target audiences across the funnel. The goal was to create an initial setup that would give us the key metrics to test scenarios as quickly as possible.
Create, Measure, Learn
Headline, audience, awareness, traffic, format, channel, look - in selected regions we tested different settings, layouts, messages and landing pages against each other and gained valuable insights. The assets with the best numbers were then ready for rollout in the German-speaking market, while new experiments were already being worked on in the background.
Crunching the numbers
Based on the figures from the analysis, we reported weekly on the current campaign performance, including recommendations for action, and defined the next optimizations with our contacts. In addition, we supported the master project team in regular steering meetings, in which we jointly informed the management about the current project status.
The Results
In six two-week sprints, we generated 640 leads á €77 in the DACH region. This is based on a total of 202 assets, which cover the entire funnel from awareness to website traffic to lead generation, and sometimes differ marginally, sometimes exorbitantly.
More importantly, we were able to gain new insights into the target groups and their needs/challenges/problems for MeisterTask, which will accelerate and simplify the further development of the brand in the future.
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