Introduction
Refeferrizer is a USA-based SaaS company that needed a new way of lead sources to scale their profit and company. They decided that Ads are the way to go and this is where I came into the picture. Up until then, they were simply cold-calling their prospects and really needed a new way of engagement that would be more effective then calls.
About Referrizer
Marketing automation product offering various marketing solutions for small and medium businesses. Founded in Florida in 2013, they’ve managed to become one of the top-performing SaaS products in the marketing automation area and were constantly top performers in the G2 and Capterra in various categories. They were struggling with leads and as they wanted to scale the scope of their operation, they needed leads from a new source, something that could be scalable and optimized to perfection. Considering my background in online advertising I joined in order to get things in order and create a scalable funnel that can be reciprocated in any possible way. In more than two years I have managed to achieve great results and more important, create the foundation for all future advertising activities.
Challenges
The biggest issue I’ve faced is the fact that Referrizer hasn’t done Ads in the past and that I will need to conduct a lot of testing and setups to achieve the best possible results. It wasn’t just ads, they didn’t have the marketing and branding guidelines in place so that was also needed from my side.
Initial Work
Lead Bait Strategy
Referrizer’s main KPI was a Scheduled Demo but instead of using that as a call to action, I’ve decided to go with something simpler but more effective and that is a Lead Bait Strategy. Getting leads into the funnel and then converting them into demos with nurturing and remarketing campaigns. I’ve created a bunch of different ideas for a lead bait and put them into a traffic campaign to test which of these would create the most “buzz”. No landing page, no actual offer, the purpose of the test was just to find the most appealing lead bait, and we did. The winner was the F45 Case Study, targeting gym owners who were one of their perfect prospects.
The First F45 Campaign
Complete Setup
Platform: Facebook
Budget: $5,000
Landing Page: ClickFunnels
Emails: customer.io
CRM: close.com
Additional tools: Zapier, GA4,
Funnelytics, HotJar,
Smartlook, Gsheets,
Referrizer
Results
The biggest issue I’ve faced is the fact that Referrizer hasn’t done Ads in the past and that I will need to conduct a lot of testing and setups to achieve the best possible results. It wasn’t just ads, they didn’t have the marketing and branding guidelines in place so that was also needed from my side.
Changes & Iterations over time
Demos
Once we started with the campaigns, the demo schedule rate was 6.18%. Over time we achieved a high 15% and established that as a standard rate. The growth is visible in the graph on the left side.
Sales
Although the sales part was never under my supervision it was important to know that we managed to generate some of them and make the whole funnel scalable and profitable.
Conclusion
With this kind of funnel, I created a foundation for all future tests, strategies, and tactics Referrizer might use. The idea behind the funnel was to create a structure that can easily be duplicated and used in different terms and environments. Most importantly, the goal was to create a scalable funnel and I believe I succeeded in that mission.
