91% more MQL at 43% lower cost in 30 days

JetBov develops livestock and farm management software for the agriculture industry. It began operation in September 2015, with its headquarters in Joinville in Brazil.

Although JetBov had a history of product excellence, its marketing was very poor. They had just raised capital and need to structure the Leads and MQLs acquisition process. They were spending 60% of their budget on display media and not producing content.

As a growth hacker I started auditing the entire sales funnel to find possible opportunities and gaps. So I went to Google Analytcis > Behavior > site content > Landing pages and exported all the pages.

So I started an audit on all links.

• I identified which journey each content was on;
• I have identified the conversion rate for each landingpage;
• I spoke with the head of sales to find out what the ICP was;
• I interviewed the sales team to understand buying behavior when they were trying to qualify MQL for SQL and the main pains that leads spoke during the sales call;
• I also audited the facebook ads account.

Once we found the bottleneck in the sales funnel, I was ready to do my first experiments.

I created first-person narrative ads with strong emotional appeal, revised the landing page copy building off the offer, and created congruent copy and images/video ads targeting the middle and bottom of the Facebook funnel.

As they grew, my partnership with them grew as well. They could finally get high-converting sales pages and emails. After 1 month of investigation and audit, I optimized the conversion funnel and the results were like this.

• 3,624 leads

• 1,541 MQLs delivered to the SDR team;
• 23.20% increase in the main landing page conversion rate;
• 85.18% increase in Lead generation compared to the previous month with 50% less traffic;
• 10% decrease in overall Bounce Rate;