We are Missall

Lead generation – 5 steps to sustainable growth

Introduction

With a clearly structured strategy to success: this is how we solved growth problems and unleashed potential together with ‘We are Missall’.

‘We are Missall’ is a specialised training and coaching agency that supports purpose-driven companies with far-reaching changes. They were looking for support to overcome their barriers to growth while developing a deep understanding of their own business – this is where we came in and developed a comprehensive lead generation strategy for unlimited growth.

Step 1: Who are you? – creating clarity and focus

In a kick-off workshop, we worked together to identify the business objectives of ‘We are Missall’ and to specify the business proposition. The workshop helped us develop a deep understanding of the brand and laid the foundations for a customised growth strategy.

Step 2: Turning problems into solutions

Based on the workshop, we developed target group profiles and identified their key pain points. From this, we derived targeted solutions, such as the provision of valuable freebies. The more the freebie addresses an acute pain point of the prospective customer and creates added value for them, the more likely it is that they will leave their contact details.

For ‘We are Missall’, the ‘Decision-Making Toolkit’ has proven to be an effective resource for lead generation. The Decision-Making Toolkit provides managers with practical tools and templates to make decision-making processes more efficient.

The value equation is as follows:
( Dream Outcome x Likelihood of Achievement ) / ( Time Delay x Effort & Sacrifice ) = Value.

Clear messaging and targeted hooks that addressed the specific pain points of the target group were important. Each pain point should stand alone, not overlap with others if possible and always come from one of the categories (health, relationships, money, etc.).

Step 3: Create awareness

In our paid ads campaign, we relied on a ‘hook testing’ system in which we tested different addresses (angles) and hooks, followed by visual variations (creative testing).
For ‘We are Missall’, we focused on the angles ‘problem’ and ‘solution’ and created targeted hooks such as: ‘Are slow decisions blocking the efficiency of your management team?’ and ‘How to optimise decision-making processes and increase efficiency’.

The aim was to identify the best hooks in terms of key figures such as CPL (cost per lead), CTR (click-through rate) and CvR (conversion rate). In the case of ‘We are Missall’, the hook ‘How to avoid decision paralysis and promote agility’ proved to be the winner and was transferred to the next test phase.

Step 4: Creative testing – from hooks to successful creatives

The next step was to transform the best hooks into convincing ads with a unique design. At the same time, we built a funnel that turned clicks into conversions and thus into leads. By optimising the funnel in a targeted manner, we were able to continuously increase the conversion rate.

Different styles of creatives ensured that we covered a broad target group and achieved a reliable test result – all in the unmistakable Moby Digg style.

Step 5: Scaling

With the final ‘Winner Ad’ – the advert with the best CTR, CvR and CPL values – we started the scaling process. Through targeted testing of variants, we were finally able to scale the winner ad with a larger budget and maximise lead generation.

Result

The lead gen campaign for ‘We are Missall’ was a complete success. Thanks to the close integration of strategy, communication and design, we were able to acquire numerous leads and new customers. The company was able to significantly increase its sales by working with us.

Some impressive key figures:
CPL: 27,93 €
CvR: 23,11%
CTR: 0.60%