1,000 Leads in 27 Days
Zerolens is a Vienna-based startup building a virtual photo studio as a web and mobile app to transform the visual content industry. In 2019, Zerolens was a pre-revenue company working on product/market fit and towards a public launch in Q1 2020.
A beta-version of the product was successfully launched and high-profile trial customers were working with the product on a day-to-day basis.
Zerolens is disrupting the visual content creation market. When target segments for brands approach n=1, with numerous digital channels and dozens of content formats out there traditional studio photography based approaches don´t work any more for brands. Even more so with limited marketing budgets.
But how do you disrupt an industry that has been establishing standard processes for decades? And how do you build traction for the next funding round when your SaaS product hasn’t yet launched to the broader market?
Our goal was to acquire 1,000 relevant leads in the form of pre-launch sign-ups to prove PMF and significant traction.
Together, we identified social media managers and e-commerce managers as our target groups for the product. They are traditionally data and performance driven and used to operating under severe budget constraints. This, as organic reach continues to decline on literally every social media distribution channel.
We built two landing pages focused on the specific needs of our target groups and created multiple ad sets for Facebook and Instagram to reach them. We consciously decided not to use LinkedIn due to its high CPL, and we used Viral Loops as a supporting referral program.
In Phase 1 we focused on building a data foundation to ensure Facebook’s algorithm understood the behavior of our target group. In Phase 2 we capitalized on our data-based insights, built lookalike audiences and focused on optimizing the conversion rates.
Our strategy worked. In Phase 2 of the campaign we acquired 82% of all leads with 33% of the budget in about 1/3 of the total campaign run time with a CPL close to EUR 1,-. The referral program proved to be very successful, with 28% of all leads being attributed to it. On the qualitative side we found leads from high profile companies such as PepsiCo, Unilever, Ben&Jerry´s and many more.
Why did we use Facebook and Instagram as our main distribution channels for a B2B SaaS product? Our hypothesis was that social media managers and e-commerce managers are active on these channels as private individuals and would be receptive to our messaging. This proved to be correct.
Another important factor was the high quality of content that we provided. Flashly videos to capture first attention and long-form explanatory content for education, as well as proper collateral for final conversion.
Many startups don´t wait until the “campaign kicks into gear” and often stop before relevant data insights are won or the platform algorithm was able to learn about the behavior of the target group. That leads to sunk costs.
Finally, startups often get stressed out by high CPLs in the first part of the campaign and start to optimize their target group. Based on our qualitative insights, we were certain of our target group and optimized our content to meet their needs, which proved to be very valuable.
“Running our first marketing campaign, Speedinvest helped us not only exceed our own targets but also stopped us from making crucial mistakes in the process. With their approach, Speedinvest sets you up for future successful campaigns by openly sharing their experience and secret sauce with you.”
Lukas Fechtig, Co-Founder & CEO Zerolens
“The Speedinvest growth marketing team helped the Zerolens team run successful experiments with lead generation campaigns, saving them time and money, both of which will be crucial to their fundraising and equity story.”
Fred Hagenauer, Senior Associate Speedinvest
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