What evidence can you share that demonstrates the impact of the engagement?
The cost per lead was one-tenth of our initial projections. We spent less money and generated way more leads than anticipated. Since then, we’ve adjusted metrics to improve the quality of leads without increasing the cost too much. We’re now seeing great progress with that effort.
Far exceeding our original expectations, we received a lot of interest very quickly, which created new challenges to keep the audience engaged. During this process, Ladder.io didn’t have any trouble keeping pace or evolving with the changes. That flexibility has made them a great partner. To that end, the team has made several improvements by trying different approaches without being restricted to a core philosophy.
How did Ladder.io perform from a project management standpoint?
Our ideas evolve quickly and Ladder.io is able to translate them into action. As a team, they’re responsive, clear, and timely with their communications. Our side can’t always keep pace with them. We use an external channel on our corporate Slack to interact with them. Ladder.io also has Ladder Planner, an internal communication tool we use to monitor tactics for creative executions and audience definitions.
What did you find most impressive about them?
They have this portfolio of tactics, but aren’t limited to those approaches. The team pitches new ideas and later refines them based on our feedback. We have a collaborative partnership in which both sides enjoy the co-creation process. Everyone on the team is fantastic and I hope with can find more ways to work with them across our business.
Are there any areas they could improve?
Their proposed tactics in the Ladder Planner need to be communicated more clearly and intuitively. Occasionally, I lose track of the team’s process and reasoning because we try so many things. Having a clearer through-line, in addition to day-to-day tactics, would help crystallize the narrative for overall strategy and progress. We would then be in a better position to request more budget from our executive team to accelerate the partnership.
Any advice for potential customers?
Clients will get out of the engagement what they put into it. To get the most value, treat Ladder.io as part of the internal team and meet with them regularly to discuss ideas and ask questions. Specifically, ask them what they’re doing and speak up when something doesn’t make sense. The process will be enjoyable and very fruitful!