42DM

MacUpdate is a marketplace with the newest updates and releases of Macintosh software for Mac OS X operating systems. 

Founded in 2006, the platform had gradually become out of date in terms of the site’s technical parameters. 

This led to a constant drop in organic traffic. The company faced a clear challenge: reverse a 46% drop in organic traffic over 2 years, and increase revenue by reducing spending on paid channels.

We started with an in-depth technical SEO audit, and we developed a 100-page-document of technical assignments that would allow us to fix issues and implement the latest web technologies.

Challenges:

As a result, the website’s crawling and indexing were optimized. We also improved the structure of the app catalog to remove keyword cannibalization by similar-looking categories and tag pages. 

Our goal was to aggregate the content’s value under one single URL, so we combined user reviews, old versions of apps, and purchase-pages together.

MYNAMEISTRAVEL is a community of travel experts, who are passionate about active travelling at an honest price. They don’t work with tourist companies or tour operators, and they specialize in bespoke trips. They possess knowledge gained from years of experience travelling and living in other countries. MYNAMEISTRAVEL wanted to both attract new clients, and let existing ones know about the well known company I love Asia’s new travel venture.

Challenges:

Brand awareness and sales growth were the key focus points.

We launched a complex pay per click campaign through various channels (FB, Instagram, Google, and Yandex). 

To effectively promote up to 50 tours at the same time, we also set-up a comprehensive analytics solution with PowerBI. This allowed us to effectively track campaigns on all channels with different messages, formats, and target groups to achieve the best possible result.

AllRight.io is an online English school for kids that was founded in 2016. Consequently, prices for lessons are high. 

Challenges:

This newborn startup faced the challenge of not only getting recognition in a highly competitive environment, but also of motivating clients to pay higher prices. 

To build up the school's brand, we developed a holistic communication strategy with specific target audiences in mind - 5-14 y.o kids & their moms. 

We created prominent branding that highlighted the product. We’ve focused on social media as the core channels to share the parent's experience. Furthermore, we found that Instagram was the most responsive channel for moms. 

We supplemented this by creating informative content, using influencers marketing and paid tools. News about the company spread fast, and it became successful! 

DERMACOLLA is drinkable collagen brand, rich in essential elements, which significantly improve the condition of skin, muscles, joints, cartilage, and the entire body after the first course of treatment.

Challenges:

1. Narrow niche

2. Low demand. Non-traditional beauty supplement, no habit of drinking among target audience

3. Strong in direct competition with other beauty products & supplements in premium segment

4. Low brand awareness on EU/UK market

The  brand and performance marketing strategy for Dermacolla included:

1. Market Research & Positioning: Conducted extensive research to understand consumer behavior. 

2. Identified the product insight: Beauty becomes too complicated, European women want simple yet efficient beauty routines.

3. Communication Platform: Crafted the message "Beauty Habits Made Simple" to resonate with the target audience's desire for effective, uncomplicated routines.

4. Social Media Campaigns: Leveraged Instagram, Facebook, and Pinterest with visually appealing content.

5. Content Marketing & SEO: Created engaging content about the benefits of drinkable collagen, driving organic traffic and educating the audience.

6. Influencer & Reviews Marketing: Collaborated with micro-influencers and gathered authentic customer reviews to build trust.

7. E-Commerce Website Development: Developed a user-friendly, minimalistic WooCommerce website with comprehensive product information.

StrongHer is a fitness app designed to empower women by providing tailored workout programs and nutrition plans. It offers a supportive community and expert guidance to help users achieve their health and fitness goals. 

Challenges:

1. Optimizing acquisition costs in paid channels.

2. Standing out visually in a highly competitive niche.

3. Maximizing conversion rates into purchases.

1. Enhanced Ad Formats
   Created bright, simple videos for Facebook and Instagram, rotated bi-weekly, increasing CTR by 25% and reducing traffic costs.

1. User journey improvement Analyzed and optimized the email flow, resulting in higher conversions at each stage of the funnel (up to 30%).

Ad Astra is a meditation app, that provides features like calming music, sleep stories, guided meditation tracks & many more.

A meditation diary, included in the app, allows users to track progress and motivates to meditate more.

Challenges:

1. Launching a brand-new app in a highly competitive niche

2. “0” brand awareness

3. Meditation apps niche is very crowded with huge players, like Calm or Headspace.

Three step approach:

1. ASO strategy:
   Make initial steps in good app representation & ranking in the app store to further receive organic installs and awareness.

2. SMM approach & support:
   Create a community around the brand to further convert them to trial users and ambassadors. 

3. PPC Campaign support:
   Support organic efforts with paid promotion to bring more installs & paid trial users.

LifeChef is a meal delivery service that offers healthy, customizable meals for people looking for convenient dining options. Customers can easily order online and receive fresh meals tailored to various dietary needs. 

Challenges:

1. New product launched in a highly competitive market that needed testing to identify unique messaging.

2. Lack of prior data on subscriber acquisition costs, making it challenging to develop effective marketing strategies.

3. Need of UI/UX refinement based user behavior to improve customer experience and acquisition.

Conducted in-depth study of Buyer persona to identify the most promising segments to focus: people with health issues.

• Conducted a deep competitors research to identify key offers, paid media strategies and user flows to point out winning combinations.

• Launched user acquisition campaigns to test various visual styles, message workings and channel combinations to find best options.

• UI/UX was gradually and repeatedly updated based on the user feedback and website behaviour to simplify the conversion flow.

Roland Berger is a global consultancy with offices in all major markets and industries founded in 1967.

Challenges:

• Need a long-term team augmentation partner to provide digital marketing services support with high-quality of integration inside the Enterprise complex company structure

Since 2019, we've been a trusted, long-term partner, consistently supporting the internal team with up-to-date market insights and deep technical expertise from the 42DM team.

• Content management and website support of a very specific CMS One Spirit. 

• HubSpot landing pages creation & design tasks along with video animation for advertising purposes.

• Social media content creation & proofreading 

• Digital marketing reports creation & audit of the ads accounts 

• CMS Training system creation for the clients’ internal usage

• Data cleaning & lead qualification

A.D.A.M. is a developer of an on-demand personalized implant manufacturing infrastructure with a full scope of related services, provided remotely or on-site.

Goal:

• Drive awareness and build a community of the early adopters in the US within a very limited budget and a very short period of time. 

• Create awareness of the ADAM project amongst tech investors in the US.

We conducted a research to create the most comprehensive list of investors and venture funds to set up a highly targeted advertising system. The project technological and financial benefits were highlighted in the press releases “Affordable 3D-Printed Bones on the Edge of Mass Adoption” and delivered to the target audience by paid advertising.

Combined with Social Media activities, the project raised awareness and started conversations before the main roadshow in the US that helped us to convert leads into sales.

CareAlign is a collaborative workspace for clinicians to manage patient care. It is integrable with any EHR, and can be used as standalone application.

Challenges: 

• High competition in the US market

• Need to change the market focus to CareAlign product

• Low inbound demand in the subcategory of offered services

• High cost per lead 

Goals: 

• Build the demand for the specific solution

• Build the traffic from organic and paid sources for stable leads generation with limited budget

• Marketing & communication hypothesis creation and testing based on the buyer personas portraits

• Development of content ecosystem for brand awareness (blog post articles, social media posts)

• Launch and activation for SEO 

• Creation of the specific landing pages & content pieces for the further PPC-campaigns

• Nurturing e-mails flow setup for the leads transition into the real customers

Incomlend is an online multi-currency invoice exchange platform that connects businesses and private funders, operating from Qatar and Singapore. 

At the launch stage, Incomlend had two main challenges:  

• Motivate private investors to put their capital  in a totally unknown platform. 

• Build awareness among suppliers about an easy alternative to get fast funds.

To explain this complicated business model to the different audiences while ensuring scalable growth, developed an inbound marketing approach focused on trust and simplicity.

Our approach consisted of three different stages: 

Attract - here we used a branded video to simplify complex financial information. We also worked with the founder’s personal following.

Convert - we developed landing pages for each service and used lead ads to minimize the conversion path.

Close - CRM & marketing automation helped us to convert leads into sales.

Alpha Fintech provides banks and financial institutions with a platform to manage their entire Acquiring Ecosystem in the Cloud. 

Alpha processes over $20 billion annually for over 40,000 merchants

on behalf of several innovative FI’s.

Goal:

• Make digital banks and payment service providers trust Acquiring-as-a-Service solutions and increase global awareness;

• Expand to EU and US markets.

To explain Alpha’s complicated business model to the different target audiences while ensuring scalable growth, we developed an inbound marketing approach, focusing on trust and simplicity. 

3 stages: 

Attract - here we used social media to simplify the complex financial information for users. We also worked with the founder’s personal page as an additional brand awareness tool.

Convert - we developed several case studies and lead magnets to use lead ads to minimize the conversion path.

Close - at this stage, CRM & marketing automation helped us to convert leads into sales.

Dash Compliance platform enables security teams to configure, monitor, and maintain security compliance in the public cloud.

Goal:

Company wanted to develop a content marketing strategy that would help them to grow and expand their business,  build brand awareness, and grow relevant organic  traffic. 

We’ve developed a comprehensive content marketing strategy which included:

• On-page/Offpage SEO

• Pillar page development 

• Lead generation via PPC campaigns (Paid Search in Google and Bing & LinkedIn)

• Email marketing to nurture the leads & close them via special offers

Galaxy Gateway is a Peppol infrastructure cloud service delivered by Tickstar, a fast-moving company.

Challenges: 

• Niche service for very narrow audience around countries that use Peppol.

• Optimize ranking in organic search for traffic generation in technical keyword.

• Generate leads via lead magnets to further convert.

Goal:

• Build traffic from organic and paid sources for stable leads generation

An ecosystem of a pillar page, downloadable lead magnet  and strong SEO optimization.

Solutions:

• Pillar page with supportive blogs created  to reach optimization for Peppol keyword

• Targeted paid advertising in Google and LinkedIn with GEO-specific landing pages for better conversion

• Lead magnet created to collect leads for further nurturing

Payoneer is a global financial services company that provides online money transfer and digital payment services. Payoneer offers services like multi-currency accounts, global payments, and prepaid Mastercard cards, making it easier for businesses to manage cross-border payments.

Goal: 

• To validate the hypothesis for the agro industry and generate a pipeline with at least 50  SQLs

Challenges:

• In-depth exploration of a new industry which is not really digital

• Defining relevant ICPs and generating sustainable demand in the Agro industry

Payoneer is pioneering a progressive marketing approach in the agricultural sector, becoming the first to launch an Account-Based Marketing program along with an omnichannel communication platform.

• We developed 7 Ideal Customer Profiles (ICPs) and created a Value Proposition Canvas for each. Based on these ICPs, we curated target account lists for them.

• For each ICP, we designed omnichannel campaigns across social media and email. Engaged accounts were further reached through cold calling and personalized email outreach.

• Additionally, we collaborated closely with the sales team, providing customized marketing materials and regularly updating email sequences on a weekly basis.

K&C is a software development company based in Germany. It is committed to delivering outstanding web solutions, such as building high-loaded enterprise platforms from scratch, or outsourcing dedicated development teams. 

Although K&C were well established, operating in a narrow niche left them struggling for new leads. 

Goal:

 Find new marketing channels and expand business geography while on a restricted budget.

2 stage framework:

1. Build brand awareness through expert content.

• Switch the content focus from developers to decision makers & expand the list of keywords to get traffic from trending topics.

• Promote the K&C company experts as a source of industry insights.

• Boost the content’s ranking by promoting it on social media.

2. Improve conversion via remarketing, with conversion-oriented content for each stage of the funnel.

INC4 is a software development company for blockchain & crypto projects, focusing on smart contracts, dApps, DeFi, mining software, wallets, and other unique DLT solutions. 

Challenges: 

• Niche service (blockchain development)

• “0”-brand awareness

• Low readiness for digital marketing (outdated 1-page website for start) 

Goal: build inbound lead-generation machine to scale the business

Expert-focused content marketing strategy empowered with strong personal brands for C-suite team built in social media & offline events

3-steps implementation:

• Develop brand positioning and align all the essential digital assets with it. 

• Launch top-funnel lead-generation campaign to grow the awareness. 

• Grow trust to the company brand

IBA is a European-based IT company serving clients across 40 countries with a broad range of services that support technologies such as mainframe maintenance, SAP, IoT, DevOps, Cloud, BI, Big Data, RPA+ML.

Goal:

Lead generation for Mainframe software development services & mainframe infrastructure support

Our approach was to give a second life for still demanded but very narrowly covered and high-priced traditional service through digital content & funnel based-approach. 

We developed  pillar pages, lead magnets, landing pages and provided with  lead generation via PPC campaigns and email marketing to nurture the leads & close them via special offers. 

Glorium technology is a custom software development company for healthcare & real estate businesses. Their high performance and domain expertise help businesses convert new challenges into opportunities. 

Challenges: 

• High competition

• Very narrow market niche

•  Low readiness for digital promotion: 1 page website only

• Limited budget

3-step solution: 

1. Develop brand positioning and align all the essential digital assets (website creation, 30+ success stories, 27 blog articles, social media pages).

2. Awareness growth (registered and managed promotion campaigns for the most relevant marketplaces).

3. Efficient inbound marketing model creation (blog posts + lead magnet creation).

Techstack is a Software Development Company where a unique tech culture and a product-oriented approach are united to achieve our partner's goals.

Challenges:

• Limited use of digital marketing as a lead generation channel

• Inconsistent and ineffective offline events

• Lack of performance marketing expertise

• Very narrow target audience

Demand generation strategy :

• Identified a specific segment within our ICP: solar energy companies looking for specialized software vendors

• Developed a campaign targeting both awareness and consideration stages of the marketing funnel

• Distributed unique, industry-specific content such as case studies, webinars, and AI-focused blog posts

• Implemented remarketing campaigns with lead forms to engage and convert an audience already familiar with our brand and services

Mobidev is a custom software development company that helps their customers Build, Modernize and Scale software products to keep them competitive and innovative since 2009. MobiDev has helped over 400 businesses in the US, Canada, and Europe.

Challenges:

• Low converting organic channel

• Irrelevant leads comes from marketing

B2B Marketing strategy - Healthy Mix of Inbound marketing & Demand generation:

• Identified a specific segment within our ICP: Old products, Bad code survivors & Scale-ups

• Developed campaigns targeting both for awareness and consideration stages of the marketing funnel

• Distributed unique, industry-specific content such as checklists, case studies, webinars, and AI-focused blog posts

• Elevated Thought leadership on LI for top-6 experts in the company to drive awareness, conversion in cold outreach efforts and lead generation flow for webinars and content

Notiv (now Notes by Dubber) is an AI-driven Notetaker to record, transcribe and summarize your meetings.  

Key challenges:

• low readiness for a digital marketing promotion

• high cost of paid customer acquisition

• low conversion from registered accounts to paid customers

We build a comprehensive growth marketing strategy and suggested the company  to go beyond their category to the territory of making business conversation more meaningful.

Grew share of organic traffic to balance the acquisition cost.

Focused on data & paid customers acquisition in performance marketing. 

Yellow Hat is AI solution for managing construction documents.

Challenges:

• To soft launch Yellow Hat & attract first visitors.

• Demand Validation

• Audience insights

• Demo registration

• To attract 50 customers for the Demo and Pro versions of the product.

Applied approach: 

• Research & marketing hypotheses creation;

• Offer & Messaging tests using webpages and paid traffic channels;

• Organic Social channel & community foundation using audience insights for the content;

• Marketing automation for lead-nurturing;

• Launch of 4 campaigns:

  • Waitlist campaign

  • Demo campaign

  • Pro-version campaign

  • Survey campaign

Adwisely is an online advertising tool for eCommerce stores. The company wanted to increase brand awareness and drive organic traffic through commercial keywords. 

Challenges:

• Highly competitive niche

• Limited budget

• Need to re-brand and switch domains

For new brand positioning, we focused on re-branding, switching domains, and developing a comprehensive SEO strategy.

• Development of content ecosystem for awareness stage

• Launch and activation for SEO Landing Pages for consideration stage

• Industry trend monitoring to provide blog content of highest relevancy

• Keep producing and supporting relevant content for organic lead generation

Agistix is a global supply chain visibility, execution, and event management platform. It provides shippers, suppliers, and carriers with a place to see all shipments across all carriers.

Challenges:

• High competition within a very narrow market niche;

• Low readiness for digital promotion: just a one page website;

• Limited budget for marketing and paid promotion activities.

3-step solution: 

1. Build clear positioning to differentiate from competitors by aligning all the essential digital assets (website development, case studies, blog articles, social media pages).

2. Grow brand awareness and promotion campaigns in LinkedIn and Google Search.

3. Develop an efficient inbound marketing model that covers all funnel stages and brings leads even when paid ads are not run.

Zeeto is a self-serve lead generation platform & specific advertising tool that uses questionnaires to generate a base of high-motivated prospects.

Goal: 

• Get 200 Demo requests & 20 new customers in 6 months

Challenges:

• Low brand awareness

• Extremely competitive niche

• Foggy Inbound demand: Unclear intent behind the search queries

• Limited budget

Demand Generation strategy

• We analyzed CRM and identified the most promising ICPs & Buyer Personas

• Built the brand via social media

• Built Demand Generation test campaigns with dedicated landing pages, content on social media and nurturing funnels  for the most promising ICP’s. Identified the mosts responsive for scaling

• Scaled the campaigns by expanding to new channels, like native ads platforms, reddit and more

• Built demand capturing campaigns for the most relevant category keywords & branded keywords

Vivida is a digital platform that seamlessly blends artistry and technology to create immersive and inspiring online experiences for the Enterprise companies.

Challenges: 

• Narrow niche

• Low brand awareness

• High cost per lead

Goals: 

• Change core positioning & website to target top-tier enterprises 

• Establish stronger market presence & expand into broader enterprise market

Demand generation strategy to:

• Build brand awareness & shorten sales cycle

• Extend the pipeline beyond in-market

• Jump early in the client’s decision marketing process

Implementation:

• In-depth ICP & Competitors research 

• Communication platform creation

• Awareness building on Linkedin 

• Demand capturing on Linkedin & Google search 

• Converting the demand by aligning sales & marketing

Lumin PDF is an online document management and editing platform. 

The company wanted to develop a growth marketing strategy that would help them to expand their business, build brand awareness, and grow relevant organic traffic. 

Goal:

• Become a top-of-mind PDF tool both for businesses, education & individuals. 

To win “top-of-mind” we decided to focus on winning the search battlefield. This means getting in the top-10 searches on Google for people who are looking for a pdf-editor, convert the audience with engaging content & nurture them to paid customers with both great product related content & commercial offers.

We developed a comprehensive growth marketing strategy which included content marketing, SEO & blogging, SMM on LinkedIn, lead generation via PPC campaigns (paid search in Google, bing, and LinkedIn), and email marketing to nurture the leads, closing them via special offers.