How we scale Zealy

💪 Our Approach

A - Iterative Go-to-Market (GTM) Strategy

Challenge:

Effectively validate multiple business segments and channels while minimizing waste in ad spend.

Solution:

We structured the GTM approach around hypothesis testing for key verticals:

• Defined clear KPIs (e.g., target CPL and revenue per lead).

• Launched segmented campaigns focused on ideal customer profiles (ICPs).

• Created tailored landing pages and high-quality lead magnets for each vertical, ensuring a minimum 15% conversion rate.

Impact:

This methodology enabled rapid iteration, allowing Zealy to prioritize high-performing segments and channels.

B - Optimized Advertising Campaigns

Google Ads:

• Set up highly targeted search campaigns focusing on niche keywords aligned with Zealy’s ICP.

• Applied Pareto's Law, dedicating 80% of the budget to the top-performing 20% of keywords.

Facebook Ads:

• Launched 75+ ad variations to identify winning combinations of copy and design.

• Used data from initial tests to double down on high-performing assets.

• Created automatic retargeting campaigns for site visitors who didn’t convert.

Twitter Ads:

• Developed lead-generation campaigns, achieving a €20.14 average cost per lead (CPL).

• Focused on Web3 and Web2 communities, prioritizing business and paid user segments.

Impact:

These campaigns drove a combined 643 leads across platforms, with Twitter and Facebook outperforming other channels.

C - Advanced Tracking and Nurturing

Challenge:

Ensure quality lead generation while maximizing the signup-to-paid conversion rate.

Solution:

• Server-Side Tracking: Set up tracking systems to measure conversions beyond signups, focusing on paying users and active communities.

• Retargeting Emails: Deployed nurturing emails triggered by specific actions, such as creating an account or planning a sprint.

• Lookalike Audiences: Built advanced audience models based on the most engaged users to improve targeting accuracy.

Impact:

The combination of enhanced tracking and tailored retargeting boosted conversion rates, improving overall ROI.

D - Product and Experience Enhancements

Challenge:

Increase engagement and ease of use for Zealy’s platform.

Solution:

• Improved onboarding with step-by-step tutorials, templates, and user-friendly guides.

• Added a chatbot powered by the Help Center to assist new users.

• Developed a light mode option for better accessibility.

• Created more relatable video content featuring the CEO to humanize onboarding and increase retention.

Impact:

These updates enhanced the user experience, improving user activation rates and community engagement.

🍦 To Conclude

Zealy’s iterative GTM strategy proved highly effective in validating channels and segments while scaling acquisition. Through advanced tracking, creative ad testing, and strategic product updates, Zealy successfully built a robust framework for growth. With optimized campaigns and a refined product experience, Zealy is positioned to continue scaling and solidify its leadership in community engagement. 🚀