BYTE DANCE
Lark is the next-gen workspace for teams built by Bytedance. The new take on an office suite combines all the essential team collaboration tools, from messaging and video conferencing, to schedule management and cloud storage – all in a single interconnected platform. These functions are always in sync, allowing Lark to deliver a seamless user experience for the modern enterprise.
Problems Faced
Fresh Market
The client was operating with an obsolete marketing/analytics stack.
New Competitors
The client’s brand positioning was becoming increasingly challenged.
Shrinking Market Supply
The client was facing increased competition in the market.
Solutions Implemented
Landing Page Building
Designed custom digital marketing landing pages with advanced sales funnels and graphics.
Market & Comp. Research
Modeled our efforts after successful competitor campaigns and new data.
Full Funnel Analytics
Utilized data to design sales funnels for nurturing leads to conversions.
SEO & Content Marketing
Deep website design and utilizing offers to enhance Google visibility.
Facebook & Instagram Ads
Designed advertisement scripts and used market data to create funnels.
Conversion Rate Optimization
Running multiple ad campaigns to refine data and further improve CPC.
Our Approach
1. Tech Stack Audit
Audited current tech and analytics stack to identify tracking and reporting gaps and historical data across the funnel.
2. Customer Journey and Funnel Audit
Reviewed existing funnel journeys and touch points to ensure proper implementation of tracking scripts, custom events, and triggers.
3. Define Lead Journey
Defined lead journey patterns by channel, source, first touchpoint, and deal size.
4. Marketing Automation
Designed and implemented an end-to-end automation and personalization map with funnel stage definitions, trigger points, and automation/personalization variables.
5. Built Lead Cohort Analysis
Built a lead cohort analysis by touchpoint/s, source, medium, and deal size. These were used to segment different variations of marketing predominately based on a luxury versus essential type basis.
6. Optimize Tracking
Reviewed and optimized tracking schema around digital strategy and content campaigns.
7. Dashboard and Reporting
Implemented an all-in-one lead capture and analytics system to serve as an executive dashboard showing leads and opportunities.
Weekly reports illustrating marketing ROI and growth opportunities to leadership.