Outshine Helps Mode Improve Cost Per Acquisition By 5x
The arrival of a new CMO is the perfect time to take stock, examine what works (and what doesn’t), and explore new opportunities. That’s exactly what Mode Analytics capitalized on in 2019 to accelerate growth.
Outshine’s Growth Activation Plan was designed for their new CMO and expanding team. It assessed their paid advertising program, and planned how to put Mode’s content to work through sophisticated campaign structures to reach the right audience.
Build The Boat While Sailing
Mode, an analytics platform that helps data and domain experts alike solve their toughest problems and drive action, is in a high-growth industry with an expanding group of competitors and challengers.
To build on their marketing program and grow revenue, they needed to understand current efforts, including:
An evaluation of the digital advertising program and platforms to find new optimization opportunities
An analysis of the sales and lead qualification processes to accurately map the customer journey
An assessment of existing data infrastructure and systems to identify technology or measurement gaps
But Mode was also launching a new product at the time. So driving advertising results while the Growth Activation Plan was developed was a must too.
Outshine both maximized results of existing advertising programs, as well as identified longer-term opportunities with Mode:
Implemented more sophisticated campaign structures
The analysis outlined new advertising campaign structures that resulted in a dramatic 5x improvement of cost per acquisition across platforms. These structures aligned with refreshed KPIs as part of a longer, more complex marketing and sales funnel—part of Mode’s new go-to-market shifts.
Applied rigorous platform discipline
The Growth Activation Plan identified campaigns and platforms that were no longer performing (like some display ad platforms), and redistributed budget to higher performing channels. All while simplifying the overall martech stack and improving performance.
Identified top-of-funnel content opportunities
The analysis also highlighted low-cost, high-impact opportunities the Mode team could implement to enhance the current approach and support the launch of a new product. For instance, soliciting G2 reviews to be used as a part of the advertising program, and leveraging new gated assets designed specifically for mid-funnel opportunities.
Analyzed the competition
The analysis also provided insights into the activities and tactics of competitors, allowing Mode to further prioritize budget and opportunities, and ensured we had benchmarks for metrics like impression share to measure progress against.
After Outshine, Mode had a dramatic 5x improvement of cost per acquisition
The Roadmap To Success
The Growth Activation Plan gave Mode’s newly expanding team a way to hit the ground running early. Together, we highlighted unique ways to accelerate marketing efforts and it ensured that Mode could get the most out of their new agency partner, thanks to early transparency and trust.
But the more powerful results of the plan continue to unfold over time. Having a clear roadmap in place means Mode and the Outshine team can effectively focus on marketing accountability and driving revenue growth.