The Challenge

Ethnio had a solid customer base from large enterprise clients as it was the first UX research platform in the market. All their customers came from the co-founders' professional network or word of mouth; they didn’t have proven inbound lead generation methods. The challenge from the marketing/advertising perspective was defining the ICP. The other challenge was that our target ICP didn’t know that this type of tool existed, so we couldn’t capture the demand; we needed to create it.

The challenge from the marketing/advertising perspective was defining the ICP. The other challenge was that our target ICP didn’t know that this type of tool existed, so we couldn’t capture the demand; we needed to create it.

Our Solution

1. We analyzed the market and decided to position Ethnio as a platform designed solely for enterprise-grade companies that is laser-focused on specific features.
2. We combined conversation grouping with BOF and TOF conversions to get more data for ad platforms and optimize learning.
3. We leveraged LinkedIn Advertising with ABM to reach the right enterprise customers.
4. We introduced multi-step demo-request forms to identify the right customer type and then proceeded with a demo call to present the platform and sell.
5. We used keywords that the ICP searches in Google (general, not platform specific) to target the right customers and then educated them about the platform and its possibilities.
6. Optimized the website ranking and increased the traffic with technical SEO improvements.
7. Used retargeting campaigns for specific events like chat submissions.
8. Lastly, we set up advanced analytics in GA4.