We ran 20+ experiments across several stages of the funnel, multiple channels and ranging from lead magnets to creative assets. For our first experimentation track, we limited it to 2 successful trainings to find out what works before scaling to more trainings. The growth marketing trajectory included:
- Experiments with advertising on LinkedIn, Facebook, Google
- Lead magnets tests: webinars, mini-trainings, e-books, and more
- Experiments with varying visuals and advertising copy
- Custom-made landing pages to maximize conversion
Throughout the whole process, we maintained close contact with the sales department of Xebia to get feedback on the leads gathered through our experiments. We also educated the sales department about the customer journey up to when they received the leads, to ensure the follow-up went as smoothly as possible.