B2B: How we helped Teach Up (SaaS platform) launch and generate qualified leads

At Growth Room, we have great stories to tell. And it is with Teach Up that we open the first chapter of our book. Discover how we supported the launch of this promising startup from Lyon.

A new player in French EdTech, Teach Up called on the services of Growth Room for its launch. Objectives: set up a good structure, good processes, and launch the acquisition.

From September 2020 to February 2021, our experts mobilized to advise and support the Teach Up teams. “Growth Outbound” support, both operational and formative: the aim is also to make teams autonomous for the future, by training them on the tools and by giving them a Growth mindset.

A great story as I was telling you:

But before detailing our actions and results, let's make the presentations.

Who is Teach Up?

Teach Up is a platform (LCMS) that - thanks to Educational Artificial Intelligence - makes it possible to easily create and distribute immersive, personalized and collaborative e-learning experiences.

Its mission: reinventing the online creation and learning experience.

Since 2017, the platform has only been marketed to customers of Very Up, a consulting firm specialized in pedagogy. Today, the teams decided to start selling subscriptions to their technology.

And it is for its big launch, in November 2020, that Teach Up has chosen Growth Room!

Growth Room <> Teach Up

Our history with Teach Up began in September 2020. At the helm of this great collaboration: our B2B expert Martin Galabru.

At Growth Room, our strategy is based on the AARRR funnel (Acquisition, Activation, Retention, Recommendation, Revenue).

For Teach Up, we started with a blank sheet of paper.

Initially, we undertook a structuring phase:

• a thorough analysis of personas
• The creation of a CRM
• the implementation of analytics and marketing tools.
  
  Objective: Laying the right foundations to activate the first stage of the funnel, The acquisition.

Structuring

Refining the targeting of personas and prospects

Together, we analyzed everything: identifying the personas for each of the ICPs, identifying all the personas in the Teach Up spectrum, defining the differentiation criteria (size of the company, sector of activity, business sector, decision-makers, decision-making time).

Targets (ICP's):

• Training organizations
• major groups
• ETI
• SMEs and consulting firms

Starting from this base, we were able identify all possible acquisition channels for each of the personas of the different offers: where are they present, how to reach them, what message to put forward, etc.

CRM initialization and automation

We then worked on the introduction of a tailor-made CRM on Pipedrive. We trained the teams on its use and on lead management.

In the meantime, we have carried out an audit of the current databases (customers, prospects, leads) of Very Up and Teach Up (trial and webinar) and imported them.

We have also enriched the CRM with the targets defined in advance.

Here, We have trained Teach Up teams in the various scraping and enrichment tools such as Phantombuster and Dropcontact. The first allows you to easily scrape LinkedIn and other platforms, and the second allows you to enrich the data obtained with Phantombuster.

The first automations were also implemented within the CRM between Zapier and Calendly (two other tools used).

Installing analytics and marketing tools

Another step in this major structuring part: the installation of analytics and marketing tools to track all data (site, future campaigns).

We have implemented Google Tag Manager (GTM), Google Analytics, Google Analytics, Google Ads, Facebook Pixel, LinkedIn Insight Tag. And of course carried out their verification.

Preparing for the launch

As the launch approached, we organized a short “communication” training course between two technical phases.

We prepared and helped the teams create content and posts on LinkedIn to announce the release of Teach Up. And we gave them little tips to increase the reach of their publications.

A workshop led by our expert Julian Boulinguez.

Acquisition

After structuring, it's time for acquisition!

Acquisition lever No. 1: Cold Emailing

To do this, we chose Lemlist. A tool that we love at Growth Room. We set it up and integrated it into Pipedrive, and trained the teams to use it.

Les cold emailing campaigns were combined with LinkedIn Automation (emails + LinkedIn invitation at the end of the cycle).

We carried out experiments on 7 target people.

Result : over 1,000 leads have been added to campaigns including 50 have been converted into leads.

An example of a campaign launched in December 2020:

Acquisition lever No. 2: Paid Social Media

Three campaigns were carried out on Facebook with a different objective:

• Traffic
• Acquiring prospects: registering for the white paper
• Acquiring prospects: webinar registration

Results :

• The first one (Traffic) generated over 3,700 unique visitors on the site. The CPC was 0.15 cts.
• 21 hot leads were generated via the other two campaigns (13 via the white paper and 8 via the webinar).
• The cost per commercial appointment amounted to €47.25, i.e. an acquisition cost divided by two compared to the initial one of €100.

Examples of Facebook Ads campaigns:

Third lever: SEA

After Facebook, comes Google's turn. Here too, we helped and supported the teams to create and launch them.

Objective: to make an appointment for a demo.

A campaign and 22 ad groups were launched in mid-February. We have thus carried out a work of “clearing” and optimizing.

Results over the first 30 days:

• Average CTR of 6.18%
• CTR up to 20.59% for the most successful ad group.
• Total expenditure: 1680€.
• Leads generated: 20. (Average basket: 8490€/year)

Creating custom landing pages

We also supported the Teach Up teams and their Web agency in creating personalized landing pages.

When a person lands on this Landing page, they are dynamically personalized based on the data we have on the prospect.

Here's an example with Growth Room:

Once finalized, these landing pages will be tested via future cold emailing campaigns.

Activation and Retention

After the acquisition, comes the conversion and retention stage:

Implementation of the Marketing Automation platform (Crisp).

We listed and created the set-up of all the events and attributes to be reported between the platform and the tool.

All that's left is to set up the first Onboarding, Activation and Retention campaigns via Crisp.

Balance sheet and results

From November 2020 to February 2021, 140 “hot leads” - namely people who requested a demo of the platform, were generated (all channels combined). Note that the conversion rate At Teach Up is By 10%. As a reminder, the target average basket is 8490€.

“Our goal is 300 hot leads by 1^Er July 2021. We are well on our way to reach it.”

Margaux François, Growth & Care Manager Teach Up

Since the sales cycle is quite long (at least 3 months), the results should continue to fall.

During these six months, we also focused on training (technique as well as on the Growth mindset to test and test). Today, teams can be autonomous.

“Growth Room has given us a lot. For early stage customers like us, the support was invaluable. We've really developed this Growth culture, this culture of analysis, of Test and Learn. Our regular exchanges have also allowed us to be more rigorous.”

Margaux François, Growth & Care Manager Teach Up

Our LinkedIn workshop carried out at the very beginning has also borne fruit: the Teach Up posts (company page) display an engagement rate of 8 to 9% compared to 3% among competitors.

A great story therefore, which will continue. Teach Up has renewed its trust in us on other missions (in particular Ads).

If you also want to benefit from Growth Outbound and/or Growth Ads support, do not hesitate to contact us at welcome@growthroom.co