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Hopin’s Hyper-Growth With Round Barn Labs

January 21, 2022

Paid Marketing
Tye DeGrange
Mike McElhaney

Round Barn Labs (RBL) partnered with Hopin in October of 2020 to stand up a b2b saas marketing strategy that included multi-channel performance marketing and demand generation – we built a framework for Account-Based Marketing, A/B tested pages to improve conversion rates, and conducted multiple brand lift studies.

As a result of these efforts, we drove approximately 30k qualified leads, exceeding Cost Per Qualified Lead goals for the high-growth SaaS b2b startup which is now valued at $7.75 Billion! Our work also supported Hopin’s expansion in hiring and additional funding rounds based on Hopin Crunchbase data: series B November 2020, series C March 2021, and a series D round of funding in August 2021. All of this is why we pride ourselves on being referred to as the Growth Agency.

Key Results

1. Drove nearly 30k qualified leads

2. Developed system for measuring and tracking leads, Demo Requests, and Sales Qualified Leads

3. Tripled conversion rate in just 30 days utilizing RBL’s OPTIMIZE (landing page optimization) service

4. Delivered an estimated $2.8M in revenue from qualified leads

Background: How did this all happen?

Hopin is a top G2-rated event software solution, and one of the fastest-growing companies in the world. Prior to collaborating with RBL, Hopin relied on word-of-mouth to fuel growth.

Hopin offers customers an online events platform to create engaging virtual, hybrid, and in-person events that connect people around the globe offering a robust suite of tools for a variety of use cases. Examples include: 1) Virtual Venue: immersive virtual conferences tools and solutions; 2) Studio by Streamyard delivering professional reliable streaming; 3) Event Marketing tools to promote your event with beautiful landing pages and ticketing; and 4) Onsite solutions to optimize your in-person event with badge printing and lead retrieval. One of the major differentiators of Hopin is that all of these features and more are available in one product.

In October 2020, they approached RBL with a need for paid marketing to add fuel to the viral growth loops inherent within their product. Knowing we had seen great results in the SaaS b2b and qualified lead generation space with RBL clients like Hired, Derive Systems, and Ironclad, we began building a growth machine together.


The Challenge

While Hopin was growing quickly, they needed a lot of operational support, MarTech counsel, and a mix of strategy and execution for effective demand generation and creative generation. More granularly, they needed:

1. Intelligent budget and performance-focused content distribution.

2. An improved Account-Based Marketing (ABM) strategy.

3. Better management of monthly and quarterly budgets to reach their Lead, Demo Request, Marketing Qualified Leads (MQL), and Sales Qualified Opportunities (SQO) objectives.

4. A trusted collaborator seasoned in performance marketing with experience in scaling up online businesses.


The Strategy

The RBL team collaborated with the Hopin team to address the following areas to reach the most qualified Hopin leads possible:

1. Quantitative Data
a. Deep dive into Google Analytics data to review page performance, traffic sources, audience segments as well as platform data looking at engagement rates across various content pieces and channels. We combined that with enriched audience info from Clearbit about who was already a customer.

2. Qualitative Data
a. Creating content that speaks to both customers and sales teams. RBL met with individual salespeople on multiple occasions to hear from them who they were selling to and the features/pain points they were experiencing.

3. Channel Mix

a. Facebook
b. Instagram
c. LinkedIn
d. Google Ads
e. Twitter
f. Google Display

4. Creative
RBL provided a holistic creative design team to develop iterations of existing creative, test key levers in ads, and build ads from scratch to improve engagement and conversion rates. Ads & creatives focused on:
a. Whitepaper
b. Testimonial/G2 Ratings
c. Case Study
d. Authoritative content
e. Event Registrations

5. Testing
RBL implemented a detailed experimentation pipeline outlining hypotheses with expected impact on KPIs including an ICE (impact, confidence, ease of implementation) framework for the prioritization of tests.
a. We leveraged the respective algorithms daily and weekly to gather 16 distinct learnings.
b. We ran 20 tests independent of the algorithms and here are some of the results:
   1. Requiring work email in our demo request forms resulted in 2X the MQL-to-SQO rate from leads.
    2. Breaking out campaign budgets by continental region improved MQL volume and efficiency.
    3. Integrating SalesForce data with Google improved the volume and efficiency of MQLs.
    4. Ads featuring social proof drove the highest CTRs.
    5. ABM targeting generated the highest quality leads.

6. Reporting
a. We provided both weekly and monthly Google Data Studio reporting and insights as well as a weekly presentation format.
b. We found that this allowed the team to digest the data Monday and also be able to see a clear visual presentation of the So What?, the Why behind the data, and the recommended next steps.

7. Attribution
a. We set up Google’s Data-Driven Attribution before it became the norm allowing us to make more informed decisions within channels as well as between channels.

Resulting Hopin Leads & Demos during Q2-Q3 2021

If you are curious to learn more about the case study, data, methodology, or who we support for b2b SaaS growth, give us a shout at hello@roundbarnlabs.com.


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