Crossing the Atlantic into a new market
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.
Glowforge is one of the world's largest crowdfunded products ever, earning $28,000,000 in support for their 3D laser printer.
Fast-forward from 2015 to 2021, and Glowforge is being used by thousands of people across the US.
This success has been thanks to a great product but also a keen focus on community. You only have to Google “Glowforge” to witness a welcoming wave of supportive makers.
So when Glowforge decided to cross the Atlantic and launch their product in the UK, they had one main marketing problem – how can we extend that community to an audience on a different continent?
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.Since buying a 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.
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.
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 and revenue.
