Continually optimize performance marketing channels around Life Time Value, High Value Sign Ups, Cost per Acquisition (CPA), Lifted Users (Lift Studies) and numerous micro-conversion performance indicators.
Asana's motto of 'do great things, fast' meant needing a partner who would continually push for innovation in order to reach growth targets.
Growth marketing efforts had to work alongside other tactics, such as offline media, brand media, while still aligning on overall company goals and targets.
Develop more robust measurement to ensure campaigns optimized toward higher intent users who would become ultimate revenue drivers.
During March 2020 when the world took to remote working, Asana was the solution so many teams needed. By quickly and routinely monitoring wider agency and comparable trends we were able to continually adapt targeting, budgets, data forecasts, and creative/content to the new market needs.
Understanding the true impact of marketing efforts is crucial to long term success. We planned a series of incrementality tests to not only establish baselines but to have a continual incrementality measurement process to achieve overall ROI growth.
For channels with high engagement ad experiences such as Audio, Youtube and Connected TV we ran iterative brand lifts to get a read on initial brand lift effectiveness and to gain key insights on creative learnings, bid & audience strategies for estimated eventual return.
As in any SaaS project, not all signups are equal, creating a tiered strategy for differing audiences or new market opportunities based on estimated different down-funnel values across search + programmatic helped develop the right balance between bid targets and expected return.
Asana’s mission is to help humanity thrive by enabling the world’s teams to work together effortlessly. They are empowering millions of teams across 190 countries to do great things with Asana.
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