What evidence can you share that demonstrates the impact of the engagement?
The quality of the work was good. We come from data-driven backgrounds, so we weren’t able to understand some of the reasons for the marketing decisions but we found that Saajan was pretty good at explaining certain things. For example, if he was asking us to change the creative visuals on our static ads every 8–10 days, it was to reduce visual fatigue or due to other factors. This was in the earlier days of Facebook marketing as well. Overall, Growthpep multiplied our revenue by 3–3.5 times across their journey with us.
How did Growthpep perform from a project management standpoint?
I come from an engineering background and my co-founder comes from a design background, so we didn’t know much about branding or marketing. Growthpep helped us bridge our lack of knowledge and made the effort to explain why we should run certain campaigns.
For example, if we wanted to do sales conversions, visual subjects matter more than a branded marketing ad. In branding, we don’t focus as much on conversions as we do on positioning the brand in the minds of the users. We were always learning with Growthpep, and they focused on not just throwing money at the problem but on actually optimizing the project.
What did you find most impressive about them?
They understand design language. Most creative agencies, despite being creative agencies, don’t understand what a designer would want. Someone in charge of design on the client-side isn’t going to understand marketing algorithms, so they won’t know why they need to deliver new ads every 8–10 days. Facebook has also changed a lot, so the algorithms we were working with aren’t the same right now.
I think that Growthpep knows how to work with creative directors and understands clients and brands that come from design-driven branding. Agencies are more about numbers, but Growthpep understood things more from a branding perspective.
Are there any areas they could improve?
We experienced a learning curve during the first two weeks, after which we set up a list of things we’d need from them every two weeks, every month, and so on. One of the things we could’ve asked from them early on was to have a more data-driven approach. They were working with multiple clients and not everyone looked at marketing the same way. I think it’s imperative to make a note during the first 2–3 weeks on how to communicate and coordinate with Growthpep. The onus is also on us to identify what type of performance data we want, either on single ads or whole campaigns. If we can identify what we really need, it will help both us and them.
Do you have any advice for future clients of theirs?
Clients should identify their key metrics and get Growthpep to start delivering reports. We were in a bootstrapped phase in the early days and needed to know exactly what return we’d be getting on our spend, but a well-funded company might not care as much about the return on a particular ad. The best way to gauge an agency is through the metrics set by the clients.