Messangi's shift to cost-effective customer acquisition

Messangi is a SaaS company with more than 20 years in digital communication. It connects businesses with customers worldwide through SMS, WhatsApp, email, mobile app development, Mobile Wallet, RCS and interactive campaigns. It operates mainly in the U.S. and Latin America and wants to grow there and globally. Since August 2023, AMZ Ad Firm has worked with Messangi on customer acquisition, focused on cold email and Facebook campaigns.

• →Lead generation was not efficient enough: Messangi needed a cost-effective way to win high-quality leads in competitive markets.
• →Cold email outreach was hard to automate and personalize for senior prospects.
• →Early Facebook campaigns cost $55 per lead and produced no Sales Qualified Leads (SQLs).
• →Tracking and optimization tools, such as Meta Pixel, were missing.

The work had to reach decision-makers such as CEOs in key industries, lower the cost per email and per lead while lifting conversion, and build a funnel that moves top-of-funnel (TOFU) and middle-of-funnel (MOFU) users toward action.

• →Built targeted cold email sequences aimed at decision-makers such as CEOs in key industries.
• →Designed campaigns to capture TOFU and MOFU users and guide them toward a clear next step.
• →Installed Meta Pixel and updated lead magnets to improve tracking and engagement.
• →Used the Facebook results to shift resources toward the better-performing channel, cold email.

• →By the end of 2023, Messangi reached 4,424 prospects and generated 26 leads, a 0.59% prospect-to-lead conversion rate.
• →Cost per email fell 98.92%.
• →Meta Pixel and new lead magnets improved tracking accuracy and user engagement.
• →The Facebook campaign produced 17 leads, but its high cost per lead confirmed the move toward cold email.

Next, the focus is on stronger SEO, dedicated landing pages and lead magnets to attract and convert high-quality prospects.