International campaigns
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

The process

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.

Whello Opdracht

Brainstorming sessions

Whello Strategie Concept

Personas & strategy

Whello Design

Campaign funnel set-up

ab test

Experimenting & learnings

Whello Launch

Scaling up the campaign

The challenge

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 🚀

The approach

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 (emails) with relevant retail content to keep leads engaged

We used this marketing approach as a blueprint for the international campaigns. We obtained valuable data from the international Google Ads campaign 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

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 and Ebooks) increased from nothing to hundreds per month
  • SQLs: The number of demo requests increased by 350%
  • Deals: Sales quadrupled in 2020

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!🎉

Demo requests

Annual revenues

Marketing strategist Nasser

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.”

Our clients rate us with:

4.9 / 5

Hear from our happy clients

 

The main quality of Whello is that they are able to provide high quality services on a personal, informal level that is close to the customer. Communication is quick and there’s a lot of knowledge in the team. To me Whello is a trustworthy company for online marketing services and web design that I would highly recommend.

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