Scaling a B2C AI platform by scaling user acquisition through perfroamnce marketing
Swarnadeep Das
Category
8
min read
Overview
An AI platform focussed on automating workflows and tasks for professionals. The goal of the product is to acquire B2C users to get on the platform primarily through performance marketing across, Paid Search, Display and Paid Social channel mix. The focus primarily being on scaling user base, therefore scaling the platform and also having a significant impact in MRR and ARR growth.
The Challenge
Lack of growth and scaling systems in acquisition channels. Great product and platform but lacked the hands-on growth engine. The existing user base was primarily from word-of-mouth, organic network and organic traffic. Some initial performance marketing tests were carried out, which were not scaling, and had very high acquisition cost and poor conversion rates.
What I did
I built a scaling engine from scratch with primary acquisition channels like Meta, Reddit and Google ads. Created a full funnel strategy to help create a funnel for prospecting to a 100% net new audience to scale the product and then building later funnel campaigns to convert retargeted audience. I helped the team build a creative engine for large-scale creative testing and feeding the Meta's algorithm and creating automations to optimize spending and scaling the fastest horses. I also built a strong scaling system in google ads, combing Google Search ads (brands + non-brand) and combining it with Demand Gen.
All of this helped me build a scaling blueprint for the team, and led to scaling the platform.
