Opportunity

A global OEM manufacturer in excess of $25B in annual sales, was struggling to optimize their multi-channel customer acquisition strategy. They reached out to FUNL to help them capture the end-to-end customer acquisition funnel and synthesize their entire data ecosystem.

Work 

• Audited and conducted a phased large-scale restructuring of paid ad accounts.
• Integrated 18 data sources, including paid campaigns, analytics, call center / call tracking, sales, CRM, distributors, to connect bottom of the funnel data to top-of funnel campaigns. The data showed opportunities to improve and what to prioritize.
• Generated a leadership dashboard, surfacing insights from the data as they emerged in real-time and used those insights to from growth hypotheses.
• Conducted 100+ experiments in ad formats, channels, messaging, call-to-actions, and other key variables to optimize performance.
• Tracked campaigns and creative development for all paid media channels, iterating with each experiment to optimize on product value propositions segmented by demographic, geographics and other key considerations. 

Results

• Within year 1, launched a grew a $100M annual run-rate B2B ecommerce business.
• Increased leads by 140% and trackable calls by 240%
• Increased conversion rates by 2.5x while reducing cost to acquire by 20%

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