Noelle Sporer
Creative Strategy.
Growth Marketing.
Brand Consultant.
Paid media marketing | Social & Google Ads | Brand kits | Email Marketing | Website & Landing Page Updates | Copywriting | Organic social media
Case Study
This project involved developing a leadership development product for “young people,” which included three components: an online content library, a booklet, and a monthly mentorship meeting with a trained mentor or coach.
In June 2023, the client experienced a 10x increase in sales over the past year. However, the product lacked the necessary R&D due diligence and infrastructure to sustain this growth and retain the business. The primary issue we addressed from the client’s perspective was “retention.”
We identified several major gaps:
Customer Onboarding: Significant challenges and difficulties in understanding the program’s features and emotional benefits at scale.
Product Offering Confusion: Uncertainty around the program components.
Data Collection: Absence of infrastructure for collecting and analyzing customer engagement data.
As a result, the business experienced a 35% loss, with most occurring within the first two months.
Diagnosis and Strategy Proposal:
My diagnosis report outlined a strategy that we implemented the following month. The strategy included:
Market Research: Analyzing the target age group to better align the product with their needs.
Product Fitness: Assessing the current product market fit.
Creating a product identity and identifying effective value propositions under an aligned vision.
Engagement Reporting: Gathering customer feedback and survey results.
App Infrastructure: Proposing the creation of an app to streamline onboarding and clarify program components.
Course Content Development: Designing content to teach, test, and encourage application, aiming to boost client engagement and results.
Data Collection: Using the app to gather behavioral and analytical data to inform decision-making.
Sales training: based in consistency, clarity, and simplicity.
Results:
This year, we observed:
A 25% increase in the program’s mentorship component for sign-ups and sessions.
7% increase in subscription retention month-over-month
50% increase in overall revenue driven as compared to July 2023 (as of July 2024)
A 20% increase in sales completed
Real-time visibility into product engagement through analytics implementation
A rise in digital engagement rates through email, mentorship, and SMS from what could be measured: From 4% to 20-50% open rates, at 98% deliverability SMS.
Digital Subscription Product Revamp
Year
June 2023-Present
Case Study
Using the Metadata.io platform, this client was looking to drive quality paid leads from mid-market to enterprise level prospects ($50+ million revenue floor).
Before my team:
The client was frustrated with the lack of results from paid efforts so far
In 4 months only 14 leads had been generated - not a significant number of SQLs
Only two lead magnet assets were running within 14 campaigns across channels
In the first 30 days, my team:
Drove 21 leads - 17 of them moving to SQL stage
Used a full-funnel approach on Meta/Linkedin/Google with ABM lists
Drilled down with specific target audiences and exclusions
Suggested LP, creative, and lead form refreshes
Tested over 40 campaign experiments and 10 lead magnet assets
SQL qualified used in regular OCT optimizations
Leading Identity Verification Platform Enterprise B2B
Year
2023
Case Study
This client needed to increase purchases of their no-code easy to implement app creator product. The challenge we were presented was to convert more free trials into purchases and we needed to uncover why little to no free trials were converting.
Before arriving on the account:
High intent Google Search ads and organic search were primarily the mode of bringing traffic to start free trials
Trials were largely fake or leads unqualified
Spend was high but results were little to none
After Investigating:
We discovered that the onboarding process for the free trial experience was causing a bottleneck
Keywords targeted were generating fraudulent or unqualified traffic
Target audience assumption was well intentioned by the client, but the niche they wanted to fill was not large enough to sustain consistent results
Heavy competition in the industry space they were trying to occupy
My Suggestions:
Begin a full-funnel brand awareness campaign that nurtures and eventually drives warm traffic to purchase
Add negative keywords to Google
Test different audiences or allow Facebook broad targeting to inform us about who the true audience is
Hone in Google for very specific high intent keyword within ad groups
Refresh LP and UX/Design
Add more backlinks and blog content needed to be further SEO optimized to rank higher and compete
No-Code App Creator Mid-Market B2B
Year
2023
Case Study
This client’s business was recruiting college students to be brand ambassadors and represent various big name brands. The purpose was to create brand awareness and brand affinity from college aged students across college campuses. My assignment was to maximize the number of leads for the lowest cost per lead or result driven from paid social platforms.
Here were the results after 60 days:
Engagement due to creative refresh suggestions increased above a 1% CTR, where CTR was much lower.
Cost per lead dropped on average 30% for all brands that were running
Reporting and data tracking was collected and organized in order to view trends and inform strategy
Tested Google and TikTok for better lead acquisition costs
Insights gained:
TikTok ads worked on average to bring the cost per lead down from an average of $8.16 to $4.56
Organic posting helped bump recruiting for a lower cost per result with better quality applicants
Reached more qualified students on TikTok instead of Facebook by 40-50%, the target audience was cheaper on average by 55%
