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In the summer of 2016, Michelle Urban helped Layer‚ a business conversation platform‚ launch an inbound campaign that blew up on Product Hunt and social media, driving 3,500 leads in 30 days for our sales team. At the time, it was an increase of 2,000% over our previous lead-generation efforts. Sounds awesome, right? Well, let me tell you what really happened during this campaign‚ the good, the bad, and the ugly.

  • BB

    Benjamin Beck

    about 1 year ago #

    This is an awesome case study! Shows how important to identify the right type of goals to reach.

    • BH

      Benji Hyam

      about 1 year ago #

      100%. I've found that oftentimes the sales and marketing teams are siloed and don't collaborate on goal setting.

    • MU

      Michelle Urban

      about 1 year ago #

      Thanks for reading, Ben. At the end of the day, it's all about revenue. :)

  • PH

    Pradyut Hande

    about 1 year ago #

    Great read!

    My two key takeaways from this one -

    1. "You're only as good as your best lead."
    2. The importance of having a backup plan to deal with unqualified leads.

    Very often, despite generating tons of leads, the entire lead nurturing funnel doesn't translate into great customer conversion results. This creates a divide between Sales and Marketing. At the end of the day - it isn't the quantum but the quality of leads that has the final say between success and mediocrity.

  • DS

    Dan Seavers

    about 1 year ago #

    Cool. Interesting read.

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