Crossing the Atlantic
The iconic 3D printer
Already a major player in the US, Glowforge, was ready to expand to the UK and Europe. Building awareness and trust with these new audiences was the key to this transition.
Situation
Our strategy was simple; take the best parts of the US growth marketing strategy and make them work for a British audience. This meant adapting the tone of voice but also adapting the lead gen process to a culturally different consumer.
As Glowforge is an investment, the buying process takes time and consideration. So, we employed tactics that would maintain leads at a low cost as well as nurture them towards purchase. This involved crafting several persona-based email series to speak more directly to each target audience, as well as persona-centric ads. Landing page testing and design was also crucial to appeal to British customers and, combined with the copy, all aspects of our work established Glowforge as a UK-based operation.
Strategy
Our strategy was simple; take the best parts of the US growth marketing strategy and make them work for a British audience. This means adapting the tone of voice but also adapting the lead gen process to a culturally different consumer.
As Glowforge is an investment, the buying process takes time and consideration. So, we employed tactics that would maintain leads at a low cost as well as nurture them towards purchase. This involves crafting several persona-based email series to speak more directly to each target audience, as well as persona-centric ads.
Our process
Milestones
Landing vs home page
Many brands use their home page as a destination for ad traffic. That’s not necessarily the best location, depending on your messaging. Our tests showed that a landing page with fewer distractions delivered a higher conversion rate.
150+ Ad tests
We ran more than 150+ different copy and creative combinations. Thanks to the imaginative Glowforge users, we had access to a huge variety of user-generated content as well as branded assets. The result was a long list of learnings.
Lead nurturing
Glowforge were using lead nurturing to guide their audience towards purchasing. We diversified this approach with new email copy, downloadable content and 1:1 digital demos. The result was a steady stream of leads moving closer to a purchase.