Workist

Workist leverages AI to automate document processing, facilitating seamless information exchange with customers, retailers, and suppliers. With Workist, inefficient and error-prone manual data entry is a thing of the past.

Industry

RPA / Automation

Headquarters

Berlin, Germany

Company size

55 FTE

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Scaling Workist to 4x ROAS

Executive Summary

Before working with YOYABA, Workist doubted the effectiveness of inbound marketing and advertisements. YOYABA demonstrated their value, making inbound their top-performing and fastest-growing revenue source. Consequently, Workist achieves a return on ad spend (ROAS) of 4, with half of all website inquiries self-reported and attributed to LinkedIn, with more than 1M ARR (in the single-digits) driven by Inbound Marketing.

Challenge

Workist lacked the knowledge, resources and technical set-up to grow both organically and through paid advertising. To generate demand and revenue, it was therefore necessary to deepen the understanding of the target group and to sharpen the messaging, as well as to relaunch the website.

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Organic Challenges

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At the outset of our collaboration in 2023, Workist faced several challenges. Their core topic on modern AI generated minimal search volume, a problem exacerbated by the lack of content on their website. The absence of product pages and a suitable structure for blog integration further hindered their online presence. Given Workist's limited resources for content creation, our initial focus centered on developing a comprehensive content strategy to address these issues.

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The biggest challenge here was dealing with a complex product and a conservative target group. We had to address an audience that was not aware about potential solutions and was hesitant to embrace change. Therefore, we focused on raising awareness at the beginning of the funnel and educating the target group accordingly.

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Entering 2024, our goal evolved to leverage our increased visibility by enhancing Workist's brand presence and boosting conversions among our key target group. We faced significant challenges: an outdated website with untapped copy potential and severe technical limitations. To facilitate further growth, a comprehensive relaunch was necessary, which we executed from the beginning of Q1 through the end of Q2.

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Paid Challenges

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Workist had not done extensive testing before. They had only worked with freelancers and invested 25k once without seeing any results. So there was little knowledge of which messaging and ICP works best. They did not have the resources to go deep into research or creative production.

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When we started collaborating, Workist was very much in a blue ocean space, meaning there was little awareness in the market, and we needed to create this. To accomplish that, we fixed common setup mistakes in Workist’s LinkedIn media buying approach and implemented a solid attribution framework. We also deepened our understanding of the target group and extensively tested which creatives perform best and why.

Main areas of collaboration

For paid, everything had to be built from scratch.

We took time to understand the target audience by conducting research and getting insights from Workist's sales team. Furthermore, we utilized creative testing and iteration to determine what resonates with the target audience, refining the Ideal Customer Profile (ICP) fit based on these insights. Subsequently, we established a demand generation framework, implemented the relevant processes, and moved to execution.

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Part of the demand generation framework is to design a variety of creatives tailored to different stages of the funnel, including engaging awareness ads, educational videos, social proof ads and direct response ads. In contrast to conventional B2B ads, these creatives are characterized by creativity and an understanding of the target group, which is clearly reflected in their performance. For this reason we introduced a variety of initiatives to continually enhance and sustain high performance.

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Among them are:

regular creatives tests - beyond simple color tests, we are testing various messaging approaches that are based on prior research and are established in close partnership with the client
audience tests - next to the core ICP of Sales Managers and Leaders, we tested different other personas in order to reveal untapped potentials - in particular, we tested IT, BizDev and Leaders (C-Level) audiences.
country test - early market tests in the US (stopped for now, will be taken on again early next year)
campaign tests, such as testing the newly launched AI campaign type (also not successful)

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In collaboration with Workist, we also aim at positioning them as thought leader in their field. To accomplish this, we regularly produce interview-style videos at the YOYABA office, which are shared on personal LinkedIn channels and integrated into the paid strategy.

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In summary, two approaches have proven particularly effective for Workist:

Direct lead generation campaigns: These campaigns have enabled us to generate demo leads at an efficient cost of €500 per LinkedIn lead. The high conversion rate to actual demo bookings has allowed us to consistently and reliably generate a high volume of high-quality leads per month.
Subject matter expert videos and engaging awareness ads: These content-driven campaigns are instrumental in educating the audience and creating demand by positioning Workist as a knowledgeable leader in their industry.

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This results in a) direct demo conversions within LinkedIn and b) inbound demo requests via the website that reference LinkedIn as “self-reported source”.

43% lead-to-SQL

conversion rate (CR%)

Scaled ROAS

from 4 to 1

Doubled the number

closed inbound orders

Results

Within one year, Workist and YOYABA together more than doubled the number of closed inbound orders
In less than five quarters, we have delivered more than a million dollar revenue in the single-digits Closed Won via Inbound (though in the past couple of months, the organic impact increased, i.e. we cannot attribute this to Paid solely)
We generate high-quality leads with a 43% lead-to-SQL conversion rate (CR%).
The return on ad spend factor (ROAS) is 4 to 1 - steady from quarter to quarter. This makes it clear that marketing now generates pipeline and revenue.
The number of highly-intentional requests coming in through the website shows how much awareness and education of the Workist solution has increased in general.

“By working with YOYABA, we were able to increase TOFU brand awareness and achieve a high level of education among our target group. YOYABA always manages to create new relevant creatives through a really deep understanding of our target audience - often with a creative twist. By continuously optimizing the messaging, we were able to further increase the very good results. And since we switched to the YOYABA Demand Generation Framework, we have been getting significantly higher-quality leads in the pipeline.“

Markus

Bimüller

Head of Growth

Creative showcase

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