for a SaaS scale-up
MobieTrain is a mobile learning platform. It allows companies to keep their employees up to date through short, 5-minute training sessions on their smartphones. MobieTrain’s clientele includes BMW, Vans, Timberland and the municipality of Rotterdam.
Because the product is in a niche market, it’s a challenge to make organisations aware of this new way of learning. Whello was hence asked to help target the right demographic. And we succeeded: we created a stable lead generation and MobieTrain’s revenues have quadrupled!
This project in brief
- Learnings from local campaigns
- Scaling up to international campaigns
- Hubspot implementation, email flows and dashboarding
- More about SaaS marketing
Together with the customer, we make it happen. As usual we kicked this project off with a brainstorming session. During this session we together determined the goals and structure of the marketing process. Because there’s no results without hard goals.
We divided the project into steps, all of which we worked on together with the MobieTrain team.
Campaign funnel setup
Experimenting & learnings
Scaling up the campaign
Microlearning is a niche: the target demographic consists of companies with 200+ employees looking for training opportunities. How can we create a stable lead generation flow?
The strategy partially consists of raising awareness about microlearning among the right people (HR managers, innovation managers, etc.). After that it’s important to keep the target audience engaged. Only then you’ll be involved when decisions are made. With other words, our strategy goes all the way: from awareness and consideration to decision 🚀
We chose a marketing funnel approach. Inspiring (awareness), convincing (consideration) and activating (decision) the target group. After various experiments we created a marketing funnel from the learnings. The success of MobieTrain in a nutshell:
- Awareness: Ebook & whitepaper download campaigns on Linkedin with relevant content tailored to each industry (such as the ‘retail industry’)
- Consideration: Video ads with retail user cases and a Google ads campaign targeting relevant keywords
- Decision: Marketing automation flow with relevant email content to activate leads
We used this marketing approach as a blueprint for the international campaigns. We obtained valuable keyword data and were able to quickly identify the countries to which this product appealed most. Successful international marketing funnel campaigns are now up and running beyond the Benelux.
The result of our marketing approach can be divided into MQLs (marketing qualified leads), SQLs (sales qualified leads) and new deals.
- MQLs: The number of downloads (whitepapers) increased from nothing to hundreds per month
- SQLs: The number of demo requests increased by 350%
- Deals: Sales quadrupled in 2021
The enormous growth made this SaaS company an interesting investment object. MobieTrain raised four million euros in only one investment round. With the new capital round, the scale-up attracts the necessary resources to keep growing into international territory. That’s cause for celebration!🎉
Nasser al Kamouchi
Marketing strategist at Whello
“From the moment we started to collaborate with Mobietrain, our minds were set on growth. Collecting ideas, experimenting, learning and scaling up. Starting with ups and downs, we eventually created a reliable marketing foundation.”
Laurent Van Brussel
Marketing manager at Mobietrain
“We would like to thank Whello for the collaboration and the projects that have contributed to our growth.”