Zappi Overhauls Demand Strategy With Refine Labs,
Increasing Deal Size by 3x and Achieved 7x Qualified Pipeline Generated vs Spend
Zappi is the leading consumer insights enterprise platform designed for consumer-obsessed teams, infusing insights into every stage of the ad and innovation process.
increase in deal size
qualified pipeline generation vs spend
Increase in win rates
Zappi’s twenty person marketing team is responsible for all demand generation, product marketing, design, and corporate communications. Their business was a pay-as-you-go service and during our partnership they transitioned the business to a SaaS subscription model.
Before Refine Labs, Yvonne says
“The rate of growth from existing customers was slowing, and our opportunity to create new demand was becoming more challenged as a result of increased competition in market.”
Yvonne knew that they had to accelerate demand creation and have separate strategies for demand creation and demand capture. If they were going to accelerate demand they needed an expert partner.
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Results were achieved by rebalancing create and capture demand budgets and being laser-focused on their core segments. Once capture demand channels were optimized, their budget allocation was 80% create demand and 20% capture demand.
To optimize capture demand, we conducted a region analysis and reduced the number of countries being targeted in Google Search to focus on their core markets. By fully funding those campaigns it produced a higher ROI.
For creating demand, we shifted the strategy from going after multiple audiences to only primary markets. Zappi installed the Hybrid Attribution framework and through self-reported attribution data we identified insights to adjust targeting. We switched targeting to job function with exclusions to learn which titles were actually engaging and increased reach. By doing this we increased the volume of declared-intent opportunities from their website.
We shifted targeting and spend to align to an enterprise buyer and this was the unlock for driving 3X in average deal size. The quality of the pipeline that was coming inbound was a new tier.
Over the year and a half partnership, Zappi achieved a 3x increase in average deal size and generated 7x qualified pipeline created vs spend.
