Ladder.io

Please describe your company and your position there.

I am the project manager for Way Forward Signage Co., which is a company that provides beautifully designed temporary COVID-19 signage for the workplace.

For what projects/services did your company hire Ladder.io?

We hired Ladder.io to train and gain more traction in the market. As expected, there are lots of signage options available. We wanted to differentiate ourselves and emphasize our commitment to customers safety.

We didn't have any technical experience in performance marketing as the business was started by a branding agency and architecture firm. We needed Ladder.io to run the entire show, which they did! They handled everything perfectly and we could not have asked for better partners.

What were your goals for this project?

We were looking to increase our visibility in the market, as well as our sales. Using Ladder.io helped us to be at the top of Google searches using specific keywords. We got more traction and visibility than expected and were extremely pleased with the outcome, which would not have been possible without the team at Ladder.io.

How did you select Ladder.io?

We were looking at the company that was most knowledgeable about trends in regards to performance marketing. We chose Ladder.io because they provided the most insight into the ever changing market and offered solutions right away.

Describe the scope of their work in detail.

The Ladder.io team was responsible for taking a deep dive into Way Forward Signage Co. They immersed themselves in the company and our product and truly came to understand where we wanted to position ourselves in the market. Once the discovery and immersion was complete, they were tasked with creating ads to promote our business.

Understanding our company and goals was crucial for this to be successful. They worked tirelessly to find keywords and research other signage companies to see what would work best.

What was the team composition?

We had one main point of contact for the project and he was responsible for planning all of the weekly meetings we had and communicating new findings/giving updates throughout the week. There were various other team members at Ladder.io working on our project that we were able to reach out to and ask questions. The team was consistent throughout the project.

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

Traffic to the website has increased significantly and we are continuing the Google ads to generate revenue. Due to our product, many people come to the site various times to look at the our options and discuss with the partners at their business on what to order.

Seeing these conversion rates is extremely helpful to us in creating content for the website. We would not have seen this much traffic to the site without the help of Ladder.io.

How effective was the workflow between your team and theirs?

The workflow was extremely effective between our team and theirs because of the main point of contact we had. Olaf was great and played a big role in keeping the project on track.

What did you find most impressive about this company?

I found their communication and drive most impressive. They were always researching new things and keeping us up to date on all their findings.

Are there any areas for improvement?

No.

Introduce your business and what you do there.

I’m the marketing manager on the growth team at an advertising technology company.

What challenge were you trying to address with Ladder.io?

We hired them because we had broken out into a smaller team. We were trying to onboard new customers at scale, and we had a new self-service offering of our technology, so we needed Ladder.io’s expertise and assistance in ramping up the program.

What was the scope of their involvement?

Ladder.io did a big audit of our existing marketing stack and looked at everything that we had been doing. They then gave us recommendations from a technical standpoint of how we can improve and how they could support us from that side.

The team also did a bunch of interviews and information gathering to put together a comprehensive plan for how they would support us. When we kicked it off, they supported us in the day-to-day by doing demand-driving activities.

This included paid social support on LinkedIn, testing Facebook, and kicking us off on Google Display Network and Google Ads. They supported us from top to bottom with any growth-related campaigns that included copywriting for emails and webpages, page design, and technical ad management. 

What is the team composition?

We work directly with an account manager. He works directly as a liaison between us and other people on the team. We’ve had two account managers in the time that we worked together because one of them left. We periodically have conversations with higher-up members of the team as well.

How did you come to work with Ladder.io?

We did a lot of research, reached out to, and interviewed a lot of digital marketing agencies. Somebody else had used Ladder.io in the past and liked them, so they came internally recommended which is why they made our shortlist.

During the evaluation process, we decided that they were the best to support us in what we were trying to achieve. 

What is the status of this engagement?

We began working with them in June 2019. We’re still working with them in a different structure than the original one.

What evidence can you share that demonstrates the impact of the engagement? 

Overall, they provide high-quality service. Ladder.io is very responsive and flexible to our needs, which has been one of the most helpful aspects of working with them because our needs change constantly. The team is always willing to adapt their services that they provide based on what we need.

How did Ladder.io perform from a project management standpoint?

The first account manager wasn’t an excellent project manager, so we had a lot of frustration at the beginning of our relationship around having visibility into one different campaign. We got a new account manager who is very on top of everything, and we feel a lot better. 

What did you find most impressive about them?

Beyond their flexibility, I’ve learned from them. While they’re executing certain services, I’ve been able to learn about growth marketing and how Ladder.io tackles different challenges. 

Are there any areas they could improve?

We’re a bigger company that has a lot of internal stakeholders. I get the sense that the way Ladder.io works is more autonomous, but we can’t do that. It’s tricky finding a balance of how we can let them work the way they do while maintaining internal standards. 

Do you have any advice for potential customers?

Work with them. They’re a great company to work with, so have a conversation with them and you’ll be able to tell very easily if they’re the right fit or not.

Introduce your business and what you do there.

We’re working on a sponsored blockchain project that uses technology to reinvent the way people use the Internet. Essentially, we’re created decentralized solutions to give data ownership back to individuals, rather than it being siloed with large corporations. I’m leading a decentralized experience team in my role. 

What challenge were you trying to address with Ladder.io?

Over a year ago, we started building this technology and realized we needed to outreach to get some traffic directed to landing pages to gain initial traction. Now, we’re moving into specifics surrounding engaging directly with developers and those who will be utilizing the technology.

What was the scope of their involvement?

First, they started to build up a directory of people who might be interested in our product. From there, they used paid advertising through Google, Facebook, Twitter, and others to get an audience excited and aware of our offerings. They did this to generate traffic, conversions, and member signups on our email list.

As part of their effort, they made landing pages Unbounce for white paper and workshops giving people early access to the promotions.

What is the team composition?

We have direct meetings and communication with a public account specialist. I know there are creatives and writers working on ad content, but I’m not sure how many. We only have regular direct contact with one person, though.

How did you come to work with Ladder.io?

I found them by doing a Google search, with the intention of vetting a few different agencies. Their growth marketing and tracking algorithm intrigued me. They have their own unique system that’s based on historical data of their past campaigns with other companies. That appealed to me, so I hired them.

How much have you invested with them?

We spend $11,000 each month, which comes out to about $130,000 in total.

What is the status of this engagement?

We started the collaboration in October 2018 and continue to work together today.

What evidence can you share that demonstrates the impact of the engagement?

Each month, we’re getting better conversion rates, their advertisements yielding good growth performance. On average, we’re seeing a 3%–4% conversion rate on the strategies we’re focused on. The main thing we wanted to achieve, though, was growing our email list. Our current list has around 2,300 addresses, and we started at zero. They did a great job ramping up that process—we’re getting about 10 leads each week.

How did Ladder.io perform from a project management standpoint?

We’re very satisfied with our weekly meetings, where we’re able to communicate about different strategies. They’re able to actively engage with us in ways that accommodate our needs. Sometimes, we need them to be more hands-off and other times we’d prefer them to be more involved. Either way, we’re actively communicating with them, which is always helpful.

In our work with them, we’ve interacted with many specialists and have started using some project management technology. For instance, we just moved over to Google’s data management system. We’ve also used Airtable. Our team is happy with both the tools and representatives we’re using to manage the project.

What did you find most impressive about them?

From day one, they were serious about establishing KPIs and knowing exactly what our end goal was. They wanted to understand what kind of leads we were looking for and the specifics on timelines. Because of that preparation, we’re getting better conversions and higher quality leads. They work every month on new tactics, accommodating the growth of our company over the years. Throughout, they’ve been willing to work with us to meet our various needs.

Are there any areas they could improve?

In terms of messaging, sometimes content appeared in a way that wasn’t in the original plan. For that reason, we needed to more actively participate in the creative and writing end of the project to ensure our specific messaging was accurate. Our need to continue to actively communicate in that way ended up being the only shortcoming.

Do you have any advice for potential customers?

Try them out, as long as you’re comfortable with your project plan. They need specifics on your goals to succeed, so communicate that to them. There won’t be a problem executing from there.  

Introduce your business and what you do there.

I’m the VP of marketing for a wedding venue and package company. I oversee the entire marketing spend reach for all of our communication, advertising, and promotion goals. 

What challenge were you trying to address with Ladder.io?

My company wanted to create a more consistent paid media approach. We hoped to have one agency oversee all our paid advertising so that they could learn from the strengths of different platforms and continue innovating and improve results. 

It’s very important that we get people to tour our venues. To do that, we need to promote our business to the right people at the right time—this was our core request for the Ladder.io team.

What was the scope of their involvement?

Ladder.io uses search and social tools to help us promote our business to clients. They’ve deployed Google Ads, Facebook, Instagram, and Pinterest. The team crafts new creative and develops ongoing ad campaigns.

What is the team composition?

We’ve had too many different project managers. Different teams work on different parts of the project. 

How did you come to work with Ladder.io?

I followed Ladder.io’s blog and enjoyed it because they had so many relevant ideas. I also loved their expertise. 

My company put the project out to tender and had three RFPs. We spoke with five different agencies, and Ladder.io stood out because they had better ideas, were more innovative, and seemed to personally care about the account. 

How much have you invested with them?

We’ve spent $300,000.

What is the status of this engagement?

Our work with Ladder.io began in November 2018, and it’s ongoing.

What evidence can you share that demonstrates the impact of the engagement?

Ladder.io manages a budget of $2 million. We’ve been tracking standard metrics, such as cost-per-click, and several touchpoints, like phone, formfill, and chat. We track everything within our own terminology and metric database, and then also within native tools.

How did Ladder.io perform from a project management standpoint?

They haven’t done very well in this regard. They make big promises and have big ideas, but when it comes to actually fulfilling the work, they repeatedly miss deadlines. When they’re doing work they like, they do it well, but it doesn’t tie back to any targets or goals. They prioritize based on ease rather than the requirements of the client. 

What did you find most impressive about them?

Ladder.io is always in-the-know on what’s happening in the industry, and they’re always willing to try something new.

Are there any areas they could improve?

We’ve had a rotating door of project managers, and communication has been consistently poor. When something isn’t working well, Ladder.io leaves us to discover it rather than communicating proactively. Unfortunately, the approach from Ladder.io is to over promise and under deliver.

They’re also not great at prioritizing. It was up to my team as the client to create deadlines and even remind them when they missed them. It’s taken a lot of management work from our side. If I had known how much work it would be going into the partnership, I would have chosen a different agency.

Any advice for potential customers?

Expect to manage your own targets and metrics. Also, keep them focused until you get results; don’t give them too much to do at once. They tend to be scattered because they have so many great ideas, so a “less is more” approach works best. 

Introduce your business and what you do there.

I’m the marketing manager at a nonprofit children’s art museum in NYC. We have a gallery with rotating art exhibitions and offer different workshops and classes in fine arts and media applications. 

What challenge were you trying to address with Ladder.io?

My company brought Ladder.io on to help market and sell our registered classes. This includes weeklong summer art colony camps, which take place at the museum and an offsite location, as well as after-school classes. Besides our fall and spring semester classes, we offer studio classes for children under the age of five. We hired Ladder.io to increase sales for all of these classes.

What was the scope of their involvement?

Ladder.io manages our paid advertising. They mainly work with our Google Ads account, and they’ve also been managing Facebook and Instagram paid ads. As a nonprofit, we receive a certain monthly amount of Google Ads money in the form of a grant. Ladder.io has been working on optimizing that spend. 

What is the team composition?

We work with a dedicated account strategist who we meet with weekly. There are other people on their team that he manages, but we deal with the strategist directly. 

How did you come to work with Ladder.io?

My company had worked with Ladder.io before I came on board, so I can’t really speak to that. 

How much have you invested with them?

We pay a monthly fee of $4,000.

What is the status of this engagement?

For this project, we began working together in October 2018, and the engagement is ongoing. 

What evidence can you share that demonstrates the impact of the engagement?

We had a successful summer colony season, which we’re really pleased with. We’ve enjoyed working with Ladder.io and find them to be very responsive to our needs. Here at the museum, what we’re hoping to be our targeted promotion can change quickly, and we’ve found that working with Ladder.io has helped us to stay nimble about what programs need to be promoted and when. 

Also, working with Ladder.io’s digital strategist has been helpful in terms of learning how different digital paid advertising works. He provides me with easy-to-understand knowledge that I can pass along to the rest of my team. 

How did Ladder.io perform from a project management standpoint?

We have weekly calls to review the past week’s activity, which is helpful. They’re very clear about sending along assets that need to be approved and talking through their decisions behind certain copy or images.

They recently rolled out a new reporting platform on Google Data Studio. I can log into the platform and set a span of dates to bring up metrics; this allows me to understand how our advertising is working. I can then pass that information along to my colleagues. Working with the platform has been helpful, and our strategist has been great about explaining how it works and what each individual metric means. 

We previously used a platform called Spotlight, within which we could view weekly reports and different assets that Ladder.io was using. We could also approve their work using that platform. However, we found it was easier for them to send information in a Google Doc and then give approval that way.

What did you find most impressive about them?

What I really like about working with Ladder.io is the educational aspect. They really serve to educate their clients on certain aspects of digital marketing and what it means as a whole for an organization. The world of Facebook ads and paid advertising can be difficult to dive into, and Ladder.io has done a great job explaining everything and making sure that there is a large amount of clarity between what they’re doing day-to-day and how that affects us. 

Are there any areas they could improve?

No, I don’t think so.

Any advice for potential customers?

Our organization exists in a pretty unique space, being an art museum, a children’s educational institution, and a nonprofit. Since we receive a grant for our Google Ads, there are a lot of restrictions on how we use the money. I’d advise potential clients to see if Ladder.io has worked with other companies with a similar business model to their own.

Introduce your business and what you do there.

I’m the marketing director of GLIDR, a B2B software company. We make product management software for product management teams.

What challenge were you trying to address with Ladder.io?

Like many small, growing companies, there’s more marketing work to do than there are hands to do it. So, we were looking for a growth agency that would operate as an extension of our marketing organization. We wanted a partner that could bring in and execute growth experimentation.

What was the scope of their involvement?

Their scope consisted of any and all growth ideas. We determined a strategy on a pretty regular basis, evaluating various growth ideas and prioritizing them in design experiments.

In practice, we ended up having the work mostly in paid search and social advertising, but they did some non-paid media work as well. For instance, they weren’t writing blogs, but they helped us promote our blog with sponsored ad posts. Within search, they focused on Google and Bing. They used Facebook and LinkedIn for our social efforts.

We recently had to terminate the relationship after reducing our advertising budget, but we fully expect to reengage in the future. 

What is the team composition?

We had one point of contact who functioned as our account manager. Generally, we met with her weekly to discuss progress and upcoming benchmarks. She would then coordinate with the rest of her team, who did all of the production and analytics work.

How did you come to work with Ladder.io?

We conducted an extensive search, and we’d had experiences with other agencies that didn’t work out. So, when we found Ladder.io, we had a good idea of what we did and didn’t want. Their team just really fit the bill.

How much have you invested with them?

We spent about $20,000.

What is the status of this engagement?

The project lasted from April–September 2019.

What evidence can you share that demonstrates the impact of the engagement?

We’ve seen growth across a number of metrics since starting our work with them. They’ve had a big hand in increasing traffic, free trials, and conversions from trials to paid accounts. 

How did Ladder.io perform from a project management standpoint?

I was impressed with their organization. They’ve mastered project management in ways I haven’t seen from other agencies. Our project manager is in touch with us at least once each week. We also added her to a Slack channel to keep her in the loop more actively.

What did you find most impressive about them?

Their attention to detail and the overall ease of collaboration set us up for success. 

Are there any areas they could improve?

My only piece of constructive criticism is that they may have not been proactive enough in alerting us to opportunities and using their expertise to guide us. They were very good listeners and focused on the issues we wanted to tackle, though.

Do you have any advice for potential customers?

Ladder.io is a very diligent group. They’ll have tasks done as assigned, always on time. Because of that, many clients will fail to match their every and urgency around completing to project. Do your best to match their energy level to get the most out of the relationship.

Introduce your business and what you do there.

I’m the CMO at a real estate startup. Our property apps for tenants and agents help to streamline the process.

What challenge were you trying to address with Ladder.io?

We needed help with digital advertising.

What was the scope of their involvement?

Ladder.io did brand research to determine where we stood in the market. They looked at our website, audience, brand positioning, and competitors. We’d done very few paid campaigns, but they looked at the results of those. They presented a list of things we could do.

Ladder.io oversees our paid ads. They do advertising on Facebook, Apple Search, and Google. We collaborate to create content for the ads. I take most of the pictures, and they put the ads together. They manage the campaigns on a day-to-day basis.

What is the team composition?

At first, someone in the UK managed the project, which was helpful because I could see them on a weekly basis. When they left the business, I worked with a growth strategist; now, I work with a different team member.

How did you come to work with Ladder.io?

We wanted somebody with a lot of experience. I did a Google Search and came up with five agencies. I spoke with Mike (New Business Strategist, Ladder.io), and he ran through all of the work they could do for us.

We compared Ladder.io’s skills and knowledge with that of the other businesses we had in mind. We decided to go with Ladder.io, and I’ve been very happy since. They’ve helped us a lot.

How much have you invested with them?

My company spends $3,500 per month.

What is the status of this engagement?

We started working together in September 2018, and the work is ongoing.

What evidence can you share that demonstrates the impact of the engagement?

Ladder.io delivers great results. They’ve grown our app installs by 8% and cut our CPI in half.

How did Ladder.io perform from a project management standpoint?

Ladder.io provides weekly and monthly reports, and we have weekly calls to go over the results. We come up with content at strategy meetings with their creative team.

The first person I worked with seemed junior-level because my questions were never answered right away. The second person was mediocre. However, I’m very happy with the person I have now. She manages the account really well. We have a weekly call, and she answers my questions immediately. If I ask anything that she doesn’t know, she still gets back to me right away. She is the best project manager I’ve had from Ladder.io.

What did you find most impressive about them?

Their overall tactics are nice. They have a large database of ways to grow a business, and that’s quite useful. When I have a few minutes, I read through it. They also send a lot of emails with industry and marketing updates that we can try out.

Are there any areas they could improve?

Three people changing in a year is quite a lot, but the team member I’m with right now is the best person I’ve had from Ladder.io so far. In the beginning, I complained quite a bit about the changeover. My experience with them would have been perfect if they’d acted sooner.

Do you have any advice for potential customers?

Push them as much as you can; this really worked for me. You’ll get results regardless, but if you’re constantly speaking with them and understanding how else they can help your business, you’ll only benefit from it.

Introduce your business and what you do there.

I’m the CEO of a stand-up comedy, video-on-demand platform called NextUp Comedy.

What challenge were you trying to address with Ladder.io ?

We were trying to determine our likely cost-per-acquisition and the best channels to utilize, but we didn’t have any in-house marketing or design capabilities.

What was the scope of their involvement?

Ladder.io performed a variety of tests over about a three-month period to determine the most effective ad channels. Their team managed the whole process, creating assets, submitting them for approval, and testing them using different ad creatives. They reported monthly on marketing efforts.

What is the team composition?

We worked with an account manager who was our only point of contact throughout the process. He liaised with his other teammates.

How did you come to work with Ladder.io?

Ladder.io was recommended to us by a friend. They provided an armory of case studies that set them apart from competitors.

How much have you invested with them?

This engagement cost £2,000 (approximately $2,500 USD).

What is the status of this engagement?

We collaborated on this project from February–March 2019.

What evidence can you share that demonstrates the impact of the engagement?

They reported really good results, with some cost-per-acquisitions coming in line with our target. We were really happy with that because it showed the potential of our marketing channels, and we can show that to future investors. We were also pleased with the designs of the creative copy. The style and voice of the advertisements were great.

How did Ladder.io perform from a project management standpoint?

At the beginning of the collaboration, they performed an audit of the website and asked about project goals. They held weekly check-ins during which they showed us their progress and how they were adapting their strategy. Ladder.io was receptive to all feedback. Their team spoke in a clear and concise manner and demonstrated that they were doing good work.

What did you find most impressive about them?

Ladder.io provided a marketing experience that went above and beyond. Their team was always on hand to answer any questions, even those unrelated to our collaboration. They were very receptive to giving advice here and there about different areas of business. They didn’t let anything slip through the net. 

Are there any areas they could improve?

I can’t think of anything that they could’ve improved.

Do you have any advice for potential customers?

As with any marketing company, it’s key to come into the engagement with defined goals.

Introduce your business and what you do there.

I'm the VP of product marketing at Nuxeo, an enterprise software company producing the leading next-generation content services platform.

What challenge were you trying to address with Ladder.io?

We needed to build a growth strategy prior to launching a new product that’s very different than our existing offering. We wanted Ladder.io to build buzz and some demand in advance of the release.

What was the scope of their involvement?

First, we set goals for acquiring trial users and then identified opportunities for messaging and advertising as we built the whole end-to-end acquisition funnel. Ladder.io then created and posted ads on multiple social media channels, targeting multiple audience profiles and segments on those platforms. Since the product didn’t exist yet, so we couldn’t talk about its benefits or show screenshots, we tested pain points to capture people’s imagination prior to the launch.  These ads drove traffic to a new Unbound landing page that Ladder.io created. The team then tested follow-up engagements, copy and functionality, which included waitlists and user referrals. Since January 2018, thousands of people have signed up for the new product, and it hasn’t even launched yet! To keep the audience engaged and gather further demographic information, the Ladder.io team distributed a Typeform surve. We used this data to plan re-engagements and short demos to gain user feedback. In total, Ladder.io deployed over 50 marketing tactics in just 5 months to target various audiences and platforms.

What is the team composition?

At first, we worked with one strategist. Ladder.io then brought in strategy directors to help ideate tactics. We worked closely together to iterate and perfect messaging and design, and Ladder.io implemented it seamlessly.

How did you come to work with Ladder.io?

We wanted a vendor with a growth hacking mindset. I reached out to a few companies via referrals and spoke with about three sole proprietor agencies. One of them suggested Ladder.io, which I hadn’t heard of at the time. Ladder.io had a reassuring methodical approach that distinguished them from the competition’s use of ninja tactics, which don’t always succeed.

What is the status of this engagement?

We started working with them in January 2018 and the relationship is ongoing.

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!

Introduce your business and what you do there.

Travelex is a world leader in foreign exchange services. I am a digital project manager for the launch of Ditto Bank, a multicurrency, French-based bank. It allows anyone to open currency accounts anywhere around the world. Ditto Bank was launched in 2018 by the Travelex group. Ladder.io helped us with that launch.

What challenge were you trying to address with Ladder.io?

We were launching a brand new banking product for the group. We had to redesign our focus on the audience we wanted to reach.

What was the scope of their involvement?

At first, we asked them to only test our hypothesis advertising tests. We were looking for an agency with a test and learn approach to validate our hypothesis through advertisement testing. They did exactly that. They did such a good job that we gave them more and more responsibility.

Ladder.io built a marketing strategy to reach our audience. Ladder.io also helped us build our in-house team and processes to execute this strategy. We are currently deploying it.

We initially ran some Facebook and Google AdWords studies in order to understand and construct the audiences that could be interested in our product. We did tests and iterations, and progressively built a full acquisition strategy, not only focused on digital advertising, but on the whole marketing mix. Ladder.io helped us find the perfect set of tools to correctly attribute performance to our marketing channels. Specifically, we built our strategy around the apps layer, but we have a number of tools that can help us monitor different marketing channels.

We’ve worked on Google AdWords and organic SEO, and we also leveraged ad networks and Facebook ads as well. We tested other platforms but chose not to go forward with them.

What is the team composition?

I’ve mainly been in touch their growth strategist and their co-founder and COO.

How did you come to work with Ladder.io?

We started the definition of our value proposition with another marketing agency way before the launch. They directly referred us to Ladder.io for the operational side of marketing.

What is the status of this engagement?

We started working with Ladder.io in February 2017. We plan to work with Ladder.io more in 2018.

What evidence can you share that demonstrates the impact of the engagement?

One of the most successful aspects of our collaboration was the building of a performance attribution model. The analytics behind performance attribution were quite challenging. We reached the hypothesis in our acquisition model and have gone way beyond it. We surpassed our goal by 50% since we’ve started advertising.

How did Ladder.io perform from a project management standpoint?

They are currently our main partner for building our marketing strategy. They work in our office and were directly embedded into our marketing team from the beginning of the project. They delivered and performed well. In-house, we see them as an extension of our team. We shared responsibility for any problems we had from a project management perspective.

We met in-person with their strategist on a regular basis. We also met with co-founder and COO twice per month.

What did you find most impressive about them?

They have a truly scientific approach to advertising which allows us to make decisions confidently. Ladder.io always bases decisions on measured data. This approach is why we’ve extended their contract for so long and why we plan to extend it further.

Are there any areas they could improve?

They’ve had a lot of turnover since the beginning of the project, especially strategists. It would have been more practical and efficient to have the same strategists from the beginning of the project for as long as possible. We’ve worked with at least three different strategists since the beginning.

Do you have any advice for future clients of theirs?

Making sure that the test and learn approach is aligned with the internal culture of the enterprise. As we were launching a new project, it was easy to learn from Ladder.io and build our processes around theirs. They are very specific, so I would suggest that more established clients verify the alignment of the marketing approach.