Deviate Labs, LLC

BACKGROUND

Please describe your company and position.

I am the COO of Athlete To Athlete

Describe what your company does in a single sentence.

Athlete To Athlete offers Athletic Mentorship and Coaching Programs for youth athletes.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Deviate Labs, LLC to accomplish?

• Diversify lead acquisition channels.
• 2x Meta leads in a ~1 month period.
• Educate in-house team / marketing transfer-of-knowledge.

SOLUTION

How did you find Deviate Labs, LLC?

Online Search

Why did you select Deviate Labs, LLC over others?

• High ratings
• Pricing fit our budget
• Great culture fit

How many teammates from Deviate Labs, LLC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Deviate Labs was initially hired to diversify lead acquisition / demand generation by pursuing Google Ads and influencer marketing. After a month or so of that pursuit, we worked with Deviate Labs to 2x our leads on the Meta Ads platform. Additionally, we worked with Deviate Labs to update marketing assets in parity with a new brand guideline, website update, and CRM implementation. 

Deviate Labs’ scope included creative, campaign management, cross-domain conversion tracking, landing page design and development, among other items.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Deviate Labs was able to scale our spend on Meta 2x while maintaining a profitable CPA, and we reached our highest number of monthly leads to date. Additionally, we have a framework going forward for ongoing performance marketing and lead generation diversification.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The Deviate Labs team was very responsive and worked quickly.

What was your primary form of communication with Deviate Labs, LLC?

Virtual Meeting

What did you find most impressive or unique about this company?

The Deviate Labs team are go-to-market experts and we learned a lot about marketing during the engagement that we will take with us going forward.

Are there any areas for improvement or something Deviate Labs, LLC could have done differently?

N/A

BACKGROUND

Please describe your company and position.

I am the Project Manager of ScreenSight.

Describe what your company does in a single sentence.

ScreenSight is an asynchronous personalized video communication software company. ScreenSight’s mission is to help business professionals across the world stay in touch and in control of their communications. For more information, visit www.screensight.com.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Deviate Labs, LLC to accomplish?

Assist in the launch of a new company, ScreenSight.

SOLUTION

How did you find Deviate Labs, LLC?

Online Search

Why did you select Deviate Labs, LLC over others?

• High ratings
• Pricing fit our budget
• Great culture fit

How many teammates from Deviate Labs, LLC were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We retained Deviate Labs to assist with go-to-market strategy and execution for ScreenSight. Scope included go-to-market research and strategy development, paid marketing creative and management, email marketing setup and copywriting, content marketing strategy, influencer marketing, ongoing conversion optimization, search engine optimization, and some stunt marketing campaigns.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Deviate Labs built the marketing function for our organization and created several lead funnels for our various target audiences. Cost per lead was driven down to a few dollars, and Deviate Labs generated hundreds of leads for ScreenSight.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

We had a weekly standing call with Deviate Labs, and they continually met our expectations regarding timing and progress. As we tested different target audiences, Deviate Labs was quick to respond.

What was your primary form of communication with Deviate Labs, LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

You can tell that Deviate Labs is designed to serve companies in the go-to-market phase. They were quick to respond and identify new opportunities as things evolved. We look forward to engaging Deviate Labs again with a future project.

Are there any areas for improvement or something Deviate Labs, LLC could have done differently?

N/A

BACKGROUND

Please describe your company and your position there.

Tapfiliate makes affiliate marketing software. I am the Head of Marketing.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Deviate Labs, LLC, and what were your goals?

Tapfiliate hired Deviate Labs to enhance our digital marketing strategy by:

• Increasing conversions (site visitors who sign up for a trial) for the next year
• Improving the quality of site visitors & targeted leads for higher Trial To Paying ratio
• Adding additional marketing channels and new marketing methods
• Expanding brand awareness and online presence
• increasing overall revenue

SOLUTION

How did you select this vendor and what were the deciding factors?

Thomas van der Kleij, our Founder and company head, identified Deviate Labs when doing research for best B2B SaaS marketing agencies. The preliminary decision was based on having the relevant industry experience, and the final decision was based on the gut-feel when speaking with the Deviate Labs team. Deviate Labs displayed an ability to think strategically across a wide spectrum of marketing services, which is exactly what we needed to achieve our goal.

Describe the scope of work in detail, including the project steps, key deliverables, and marking tools used.

Here are the growth initiatives from the initial scope of work: Programmatic Advertising - Google Ads (expand advertising within Google's advertising ecosystem (e.g. YouTube))

• Facebook Ads (remarketing with strong social proof on ads)
• Lead Buy Platforms (Capterra, Softwice, GetApp, Finances Online, CrozDesk, etc.)
• Test Additional Platforms (e.g. LinkedIn, Quora, Microsoft Ads, Twitter, etc.)
• Copywriting & creative leverage
• Conversion Optimization
• Landing page collaboration
• Email nurture sequences
• Ongoing split-testing Search Optimization
• Ongoing meta-information optimization
• Collaborate with content marketing planning to develop a strategy that helps improve search
• Alternative SEO: YouTube and other ecosystems where Tapfiliate is listed (Capterra, GetApp, CrozDesk)
• “Grey-hat” tactics Partner Marketing
• Help get feature placements, website broadcasts, social media posts, and other extras from existing integration partners
• Help expand affiliate partners Grassroots Digitally-Focused PR
• App tool/app lists
• Entrepreneur interview-style podcasts (e.g. Mixergy) Ad Hoc
• Direct advertising (identify opportunities and help negotiate down price / get extras; barter organic opportunities alongside paid promotions)
• Marketing analytics configuration
• In-app growth hacking opportunities
• General marketing and sales strategy

How many resources from the vendor's team worked with you, and what were their positions?

On an ongoing basis we had a weekly standing call with a Partner and a Project Manager. Occasional other individuals would join when there were topics pertaining to technical aspects around analytics and funnel optimization.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

The high-level goal Thomas had when retaining Deviate Labs was to accelerate the growth of Tapfiliate as Thomas had bootstrapped the business and was starting to evaluate acquisition options. Part of the acceleration was premised on profitably scaling ad spend by 2x which helped drive growth and ultimately a higher acquisition multiple. After about two years of working together, Tapfiliate was acquired by Admitad. Deviate Labs helped assist Tapfiliate through the acquisition and assimilation into Admitad.

How effective was the workflow between your team and theirs?

The reason we worked for Deviate Labs for two and a half years is that they were reliable and we had good communication and rapport. The workflow evolved organically as we grew the business and the overall experience was very positive.

What did you find most impressive or unique about this company?

Deviate Labs was able to consistently deliver a top-quality service. Many organizations may start strong, but progress slows over time. Deviate Labs was able to continue to drive growth for Tapfiliate from the moment we started working together and we treated them as a close partner in our success.

Are there any areas for improvement or something they could have done differently?

Hard to say, we were always happy with the service.

BACKGROUND

Please describe your company and your position there.

I am the Product Marketing Manager at Caden, a next-gen data company.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Deviate Labs, LLC?

Caden retained Deviate Labs to help with Go-to-Market strategy and execution. The biggest near-term challenge to address was generating 5,000+ beta sign-ups pre-launch, just after coming out of stealth.

SOLUTION

How did you select this vendor and what were the deciding factors?

Our Founder and CEO, John, has experience working with marketing agencies as he has founded several companies in the past (one of which he sold to Salesforce). John ran point on the decision-making process and was keen to find an agency counterpart that could think strategically, and, more importantly, roll up their sleeves to get things done quickly. Deviate Labs prepared a video proposal that outlined specific go-to-market campaigns and tactics. The tailored proposal gave Caden the comfort and confidence to proceed with an engagement.

Describe the project in detail and walk through the stages of the project.

Given that Deviate Labs was retained several months in advance of Caden’s Beta launch, we did not yet have a product to share publicly. As such, Deviate Labs ran an ideation phase to develop ideas for achieving the 5,000+ beta sign-up goal. The Caden team resonated with a micro-app that would unveil the (kind of creepy) data that data brokers have on users. The next phase was for Deviate Labs to mock-up creative concepts for the user interface. While we initially gravitated towards a Magic 8 Ball interface, a change of events led us to a more “creepy” Chernobyl-esque 80’s terminal experience.

The subsequent phase was for Deviate Labs to work on the front-end html / CSS while the Caden teamed worked on the back-end API pulls. Once the app was QA’d, Deviate Labs worked with us on the launch marketing. The marketing ranged from a Product Hunt launch to paid advertising to influencer marketing and more. Deviate Labs was able to execute a multi-pronged campaign to deliver the results a few weeks after launch. With the pre-launch Beta sign-up goal achieved (and exceeded), Deviate Labs is collaborating with us on the consumer-facing Beta launch plan and the enterprise client acquisition strategy.

How many resources from the vendor's team worked with you, and what were their positions?

We worked with a Lead Partner and a Project Manager on a twice-weekly standing call basis. Occasionally, other individuals from the Deviate Labs team would join, for example, one of their developers helped address some items with our developers. Additionally, there are some other individuals that work behind-the-scenes on design, copywriting, programmatic ad management, influencer marketing, etc.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Caden exceeded the 5,000 person beta sign-up goal within 3 months of engaging (we ended up doubling it). What we appreciated about Deviate Labs was their ability to bring creative ideas to the table and work with us to pivot and iterate as needed.

How effective was the workflow between your team and theirs?

We do a weekly standing call with a large group, and a weekly call with a smaller group. Additionally, we communicate synchronously through Slack and asynchronously through a variety of other tools ranging from Google Apps to Figma to Basecamp.

What did you find most impressive or unique about this company?

Deviate Labs delivered us the result we were looking for. They also delivered us a growth story that we can convey to investors that demonstrates we are capable of building creative solutions to complex go-to-market challenges.

Are there any areas for improvement or something they could have done differently?

It took us a bit to determine how to best work together on the development side in terms of where the front-end Deviate Labs work ends and where our back-end work should begin. However, we were able to sort things out and launch a successful pre-launch marketing stunt.