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International campaigns for a SaaS scale-up
MobieTrain is a mobile learning platform. With it, companies keep their employees up-to-date with short, five-minute training sessions on smartphones. MobieTrain’s customer base includes BMW, Vans, Timberland and the municipality of Rotterdam.
However, the product sits in a niche market, which makes it a challenge to raise awareness within organisations about this new way of learning. Whello was therefore tasked with targeting the right audience. And that succeeded: we created stable lead generation and MobieTrain managed to quadruple its revenue!
Goals & challenge
MobieTrain’s product is innovative, but microlearning is still relatively unknown. The target audience consists of companies with more than 200 employees, and HR and innovation managers who often stick to traditional training methods.
The challenge was to build awareness, generate leads, and keep them engaged until the moment of decision.
The approach
With a marketing funnel approach, we focused on inspiring and activating content. After several experiments, we turned the learnings into a well-designed marketing funnel. The success of MobieTrain in a nutshell:
- Awareness: Ebook download campaigns on LinkedIn with relevant content per industry (e.g. ‘retail industry’).
- Consideration: Video ads featuring a retail user case. Also, a Google Ads campaign targeting relevant keywords.
- Decision: Marketing automation flow with relevant retail email content to keep leads engaged.
This successful marketing approach served as a blueprint for international campaigns. From the international Google Ads campaign, we gathered valuable data and were quickly able to identify which countries showed the most interest in MobieTrain. Now, several successful international campaigns are running alongside the Benelux.
Het resultaat
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Capital raised for international growthThe funnel approach delivered structural growth. The number of ebook downloads grew to hundreds per month, and demo requests increased by 350%. This led to a quadrupling of revenue.
The strong growth also made MobieTrain attractive to investors: the company raised four million euros in an investment round, which allowed international expansion to be accelerated further.
Success factors of this campaign
- Funnel strategy covering all phases of the customer journey
- Ebooks and videos that strengthen awareness and consideration
- Marketing automation that keeps leads engaged until decision
- Scalable blueprint model for international growth
“We would like to thank you for our collaboration and the projects that contributed to our growth.”
Laurent Van Brussel
Marketing manager, Mobietrain
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