How Plobal Apps generated 75% of the company pipeline deals through Programmatic Paid Media & Intent Based Outbound

About Plobal Apps

Plobal Apps is the leading mobile builder for e-commerce, a global Shopify Plus Partner, that builds powerful iOS and Android mobile apps for merchants. Expanding their merchant base in North America, providing value using push notifications to triple conversion rates of email and SMS.

Plobal Apps enables D2C brands to rapidly build and launch their mobile apps, drive installs, engage customers, and scale revenues. With 73% of all e-commerce transactions made via a mobile device, shopping experiences are being designed for the mobile-first customer. Within mobile commerce, mobile apps offer better personalization for customers, and communication can be tailored based on user interests, location, usage, and behavior. This leads to a higher conversion rate, AOV, and customer lifetime value. One of the largest app-building platforms in the Shopify ecosystem, Plobal Apps helps merchants drive up to 5X higher conversion rates as compared to the mobile web.

Today, Plobal currently serves over 4,000 businesses including Steve Madden, ELO, NRML, and FOREVER 21.

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How did we help Plobal build and improve the Marketing Data & Ops infrastructure?

We started with putting together the basics, building out the marketing CRM (Hubspot), building out all the workflows and automation, making sure the data was streamlined, and having a proper system of tracking for Inbound lead sources from our main programmatic paid media channels. In order to drive predictable, sustainable, and repeatable growth we worked on building out the infrastructure for the automated Intent-Based Outbound channel. We tested and chose the right tech stack to use, from data providers to data manipulation and email outbound tools, allowing us to kickstart our automated motion sequences, find the right hottest intents & triggers to use, and make sure that our outreach campaigns were personalized with high accuracy when targeting customers.

“It was a true pleasure working with Brigitta through Grow(th) Today, she helped to build out an Intent-based outbound program and ops infrastructure from the growth up. Through her data-driven and programmatic approaches, we saw results that were higher yielding than our Sales-led outbound motion. If you are looking for a partner to super boost your go-to-market efforts, look no further!”

Programmatic paid media campaigns

As a first channel, we built programmatic paid media campaigns, which allowed us to test different marketing angles, different types of audiences and segmentations, as well as different demo booking offerings. We managed to build, design & ideate a strategy to optimize our Linkedin campaigns, resulting in over 400+ leads and a cost per lead of under $250, making the channel have the cheapest cost of lead acquisition compared to other channels.

Intent-based outbound motion

As a second channel, we started to build an automated outbound motion. We scraped the ICP stores, enriched the companies with contacts, and segmented them in an automated way. We managed to get our hands on a beta software that allowed us to generate intents & triggers in real-time, ensuring we only send high-value, personalized messages when our future customers what to hear from us. All these efforts resulted in the Intent-Based Outbound generating the highest value merchants from all the marketing efforts of Plobal Apps from the company foundation to date.

Summary

From building out the Marketing Data & Ops infrastructure, and acquisition channels, up until launching the Intent-Based Outbound channel, the company drove 75% of the deals from inbound activities.