Challenges
- 100ms has established a strong Product Market Fit (PMF) with leading Indian EdTech giants such as Byju’s, Whitehat Jr, and Classplus.
- In order to further drive user and revenue growth, the company is now eyeing expansion into the United States market.
- The objective is not only to identify a Product-Market Fit but also a Channel-Market Fit, to effectively target mid-market and enterprise customers.
- Given that sales cycles in this segment are expected to be considerably longer, it is crucial to identify cost-effective channels for both initial customer acquisition and nurturing them through the sales cycle.
Strategy
- To facilitate the expansion of our US Go-To-Market (GTM) strategy, we proactively initiated Search Engine Optimization (SEO) and content marketing efforts three months ahead of time.
- This not only allowed us to gauge the market’s search intent but also resulted in a remarkable 400% increase in non-branded SEO traffic.
- In our Google Ads approach, we focused our efforts on targeted competitor campaigns, as we believed they had a higher likelihood of generating sales and a shorter sales cycle.
- By closely aligning our sales and marketing efforts, we were able to effectively penetrate the US market and establish a strong presence in the mid-market and enterprise customer segments.
Outcomes
- $1.6 Million — New US Pipeline Generated
- 71% — CPL Reduction
- 19% — Sales Cycle Reduction
