Scale-up financial services business providing specialist SME lending.
Curiouser was engaged to stand up the performance marketing and digital function for this growing brand, recently acquired by an international hedge fund and headquartered in Melbourne.
Following comprehensive brand platform work and investment in core team and capability, working directly with the CMO, Curiouser took on the refresh of all digital assets including the relaunch of the website and a comprehensive audit of the acquisition marketing and lead generation approach.
As with all scaling businesses, things don’t stand still while you launch and optimise new channels and marketing activity, and we recognised the need to implement the new brand, build and launch the website and refresh all the assets in parallel with the BAU operations of the business.
We also worked in parallel with the broader content and marketing teams to make sure that we lined up the launch of the new site with a new suite of content assets, implementation of the martech stack (Salesforce and Pardot) and ability to measure the new performance framework and integrate with the clients end to end view of their customer lifetime value.
The first phase of the project took 8 weeks from kick off to the launch of the website and was in market ahead of a seasonally very busy time in the acquisition and campaign calendar.
The development of the acquisition marketing framework was critical in assisting the client to better understand individual channel performance and was used to allocate the acquisition marketing spend for the coming year. The framework covered all channels and enabled a clean view of CAC and ROI based on projected customer lifetime value.
This ensured evidence-based decision making around the investment in specific channels, a historical baseline to measure against, and target KPIs for each channel to evaluate future performance and fine tune investment.
In addition to increasing the effectiveness and opportunity of lead capture on the website, we also created an extensible platform for spinning up new landing pages to match a range of dynamic campaign activity (primarily on LinkedIn) and ensure that this was all linking back into Salesforce and reporting on campaign performance was automated and tracked back to lead quality and deal conversion performance.
Post the launch we were engaged to optimise and run the lead generation and growth activity over the subsequent 6 months, which gave us an opportunity to embed the acquisition marketing framework and undertake weekly, monthly and quarterly reviews with operational and executive teams. This gave the executive team (up to US based parent company management) visibility of the approach and results, but also ensure ongoing operational alignment, particularly between the sales and marketing teams which is often a challenge when working on B2B demand generation activity.
Across the suite of activity that we implemented over the 8-month engagement, the following were highlights which led to further engagement with the US parent company to assist them with other international businesses in their portfolio.
2019 – 2020