How Dofollow 2x'd monthly leads with zero extra spend

The Challenge: Increase acquisition efficiency‍

dofollow.com is a premium link-building company that gets SaaS companies backlinks from the most authoritative sites in the business, including the likes of Hubspot, The Economist, and ActiveCampaign. 

As an 8-year-old profitable company, they had already established a strong reputation in the market with multiple acquisition channels, including many loyal clients sending referrals their way. 

In search of further growth, they wanted to increase the number of leads and closed sales each month through more sustainable acquisition channels.

dofollow.com wanted to work with an agile marketing team that understood their B2B SaaS ICP and would be able to grow with them as they expanded.

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The Data-Driven Process

1. Full Funnel Audit

• Assess each marketing channel’s performance including volume, profitability, CAC Payback and lead quality
• Identify bottlenecks in marketing and sales funnel conversion rates
• Opportunities for quick wins and low-hanging fruit 

Our audit revealed what our action plan for the next 6 months should be focused on, including a quick win opportunity to refine existing marketing channel messaging, to boost ad and sponsorship effectiveness.

2. ICP Research Interviews

• Clearly understand how buyers want to learn about solutions like dofollow.com, and what their evaluation process is
• Identify perceived risks and doubts we need to address
• Verify the right marketing channels to use, the messaging that resonates, and preferred content formats

Using the specific insights gained from our ICP research, we sharpened our positioning, differentiation, and unique value proposition, and used this as the foundation for the messaging architecture.‍

3. Established Messaging Architecture

• Mapped out our ICP buyer journeys and the messaging/content to use for each stage
• Clearly defined value propositions (including specific VPs against each competitor)
• Problems solved, and how dofollow.com’s specific methodology stands out, with the right proof points to leverage

4. Deployed Refined Messaging‍

We immediately tested our new messaging using existing sponsorship and marketing activities, with strong results. Our execution included:

• Copywriting that focused on specific desired outcomes uncovered from ICP research (e.g. ranking above established competitors, increasing leads / revenue)
• Meticulously tailoring headlines, content and tone of each sponsorship based upon placement and audience
• Incorporating the right case studies and results to segmented ICP audiences

At the end of every month, we assessed each placement's performance and what could be further optimized. 

We also:

• Trialed a new offer
• Refined the dofollow.com homepage and landing pages

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The ROI: 2x inquiries at no extra cost

In just three months, we doubled dofollow.com’s monthly leads. Best of all? We achieved this without spending a single extra dollar on advertising or sponsorships.

We continue to work with the dofollow.com team to further optimize their influencer marketing and newsletter ads, along with overall conversion rate optimization throughout their funnel. 

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