Project brief
The product was built and validated in-house with a small number of onboarded beta users.
The project goal was to align the brand's messaging for optimum conversions throughout the funnel and engage early adopters.
The roadmap
Interview product users to capture their raw insights
Use this data as the baseline for targeted messaging
Map the full funnel end-to-end
Assign targets and KPIs to each touchpoint
Iterate for greater accuracy as brand’s network expands and data volume increases
Optimise for inbound
Scale
Operational restraints
Fixed framework
The strategy strictly adhered to a specific qualitative framework, which limited the scope for testing alternative messaging angles.
Decision authority
The organisation lacked a designated marketing owner, meaning internal sign-off bottlenecks accumulated fast.
Structural alignment
The team composition relied heavily on documentation, whereas the GTM strategy required rapid, decentralised deployment to allow testing.
Limited experimentation
Tight approval layers put focus on administration over execution and optimisation.
Deliverables and results
Baseline messaging alignment in place
Full funnel architecture mapped and goals and KPIs assigned to each step
GTM tracking implemented at key conversion points
Traffic generated through cold email campaign
CRO deep dive on microconversion touchpoints flagged funnel weaknesses
Landing page optimisations preceded increased time spent on page and a lift in click through