Empower Growth with Targeted Paid Media, Email Marketing, and ABM Campaigns
Introduction / Overview
Rebrandly, a leader in branded URL shortening and link management, was looking to increase new user acquisition by 5–10% in a single quarter. With over 1.3 million customers and roughly 3 billion clicks tracked every month, Rebrandly needed a robust and scalable strategy to leverage its platform’s key features—branded short URLs, seamless API integration, and in-depth analytics—to capture untapped market potential.
Fornelli by Design stepped in as a performance marketing consultant, implementing a multi-faceted demand generation approach that ultimately drove a +14% uplift in new user acquisition—well above the initial target.
Who Is Rebrandly?
Platform Overview:
Rebrandly specializes in custom link creation and management. Their branded URL technology builds trust, boosts click-through rates, and strengthens brand visibility.
Key Features:
Who Uses Rebrandly?
The Challenge
Despite its strong reputation, Rebrandly aimed to push user acquisition further to maintain its lead in a competitive SaaS landscape. They set a quarterly goal of a 5–10% increase in new user sign-ups, but also wanted strategies to engage mid- to lower-funnel prospects—covering renewals, upsells, and account-based marketing (ABM).
Key Needs:
- Improve top-of-funnel reach through paid media channels and optimized display campaigns.
- Refine user onboarding with a progressive email nurture series that maximizes retention and engagement.
- Implement mid- to lower-funnel tactics for increasing renewal rates, upsells, and ABM efforts to shorten sales cycles.
Our Approach
Top-of-Funnel Acceleration
Paid Search & Display Ads
Fornelli by Design conducted in-depth keyword research and created compelling ad creatives to reach audiences searching for link management solutions. Visual, on-brand banner ads were deployed across relevant industry sites and social platforms, capturing a broader audience.
Social Media Targeting
Leveraged LinkedIn Display Banner Ads to distribute branded content and success stories, emphasizing Rebrandly’s unique link management benefits and powerful analytics.
Progressive Email Nurture Series
A series of automated emails introduced new sign-ups to Rebrandly’s core features—branded URLs, analytics, and API integrations—while gradually guiding them to become active, engaged users.
Mid-to-Lower Funnel Engagement
Account-Based Marketing (ABM)
Identified high-value prospects and key existing accounts to receive personalized messaging, highlighting Rebrandly’s enterprise-level capabilities such as advanced analytics and custom domain management.
Renewals & Upsells
Developed targeted campaigns for existing customers nearing renewal periods and offered tiered upgrades to more comprehensive link management packages.
Shortened Sales Cycles
Tailored messaging and landing pages by persona, enabling faster decision-making and smoother onboarding for both new and renewing clients.
Results & Impact
Fornelli by Design’s demand generation tactics exceeded Rebrandly’s initial target of 5–10% new user growth, ending the quarter with a remarkable +14% increase in new sign-ups.
Targeted display and social ads heightened Rebrandly’s visibility, leading to more qualified leads and a higher click-through rate—up to +20% on paid search campaigns compared to the previous quarter.
The progressive email nurture series saw a +5% rise in click-through rates, directly contributing to better user activation and retention across Rebrandly’s platform.
Stronger Renewals & Upsells
By introducing mid-to-lower funnel initiatives, Rebrandly experienced:
- Shorter sales cycles for new sign-ups.
- Higher renewal rates due to proactive outreach.
- Increased revenue per account through successful upsells and cross-sells.
Key Takeaways
- Omnichannel Paid Media: Consistent messaging and effective targeting across search, display, and social platforms are critical for achieving ambitious growth goals.
- Email Nurture Excellence: A well-crafted email sequence drives higher engagement, improving customer activation and retention.
- ABM for Scale: Targeted messaging to key accounts, combined with automated renewal and upsell campaigns, results in stronger lifetime value and shorter sales cycles.
Ready to Elevate Your Demand Generation?
Fornelli by Design can help you:
- Optimize Your Paid Media Spend: Reach the right audience at the right time with relevant messaging.
- Build a Progressive Email Nurture Strategy: Onboard and engage new users effectively.
- Improve Retention & Renewals: Develop persona-based ABM and renewal campaigns that boost ROI.
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