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A lot of competition. Laser eye surgery is expensive, so most people prefer using health fund services for this treatment. We needed to emphasize Enaim USP and search for the best CPL method.
I was responsible for creating and managing Enaim's Facebook campaigns.
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Existing challenges within the account limited their ability to test new prospecting strategies and limited their growth potential. For example, prior to our involvement, the majority of the budget was dedicated toward branded search campaigns, as many competitors were bidding on their branded terms in hopes to capture away TaxJar's most valuable traffic. Unfortunately, this fierce competition resulted in higher-than-expected costs and required much of the focus, energy, and budget.
Even after successfully freeing up budget from the branded search issues, profitably acquiring new business was no easy feat. Tax services are consumed on an as-needed basis. A brand awareness effort would only be effective if the messaging was powerful and the timing was perfect. That is, even if a business owner hears about TaxJar and thinks they should sign up for the services, it’s typically something that is pushed on the back-burner.
More than ever, if would be crucial to meet their potential customers when they are actively in the market for tax services and in the medium in which they would best respond to our messaging.
Atlassian, a B2B workplace collaboration software company, was heading towards a cloud-first future where it needed to move its marketing processes from being focused on high-touch single product journeys to now self-serve (user onboards on their own), low-touch (light chat support based on bronze/silver status) and high-touch (gold status, enterprise customers) across many products and apps.
The technology, marketing and sales teams were misaligned, and looked for a partner who could speak marketing + sales + technology, which was the role I played. My responsibility was in leading product managers and program managers to enable strategies in lifecycle marketing (prospects growth, lead acquisition, nurture programming, conversion and retention) and move freemium users through the upgrade path, with the goal of activating low-CAC flywheel marketing.
This client didn't have any finalized branding when I joined the team. I helped them finalize their brand ID (which they have since changed) and developed email templates based off of the guide for a cohesive member experience. They also had under cared for email flows.
The American Printing House for the Blind faced challenges with Mailchimp set up using audiences instead of groups. The Marketing/Communications department sought Mayple's expertise.
Join us on a journey into the world of small business marketing, where a unique paint-your-own pottery studio, The Mad Potter, faced challenges with their email marketing strategy. As a one-person marketing team, their Marketing Manager embarked on a quest to enhance engagement, improve metrics, and sustain growth. Discover how partnering with Mayple transformed their email marketing approach, making it more personalized and effective, ultimately leading to increased open rates and confidence in their marketing efforts. This is the story of The Mad Potter, a testament to the power of strategic collaboration with Mayple.
Roots Natural Kitchen, a fast-casual restaurant chain specializing in salad and grain bowls, faced email marketing challenges that hindered their growth and engagement. This case study delves into their collaboration with Mayple, leading to substantial enhancements in email design, audience segmentation, and overall email marketing strategy.
Film Independent, a nonprofit arts organization serving filmmakers, sought to grow its audience and automate data processes. The Marketing and Communications team looked to Mayple for assistance.
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