The country's largest member-based makerspace needed strategic marketing visibility to push through a business pivot.
Personas & Messaging
Analytics & Impact
In 2021, NextFab made a strategic decision to update its tiered membership offerings, which significantly helped reduce operational costs, but slowed overall revenue growth. While one would expect a business pivot to negatively impact top-line revenue growth in the short-term, the company didn't have the visibility it needed around its existing marketing channels and their ability to deliver consistent, allowable-cost return on investment. Critical to replacing lost revenues was understanding which channels are the most effective, and providing the opportunity to increase investment into them.
The engagement was mix of strategy and tactical, working with the team to establish data validity with its current analytics installation, setup proper tracking, and create a foundational system for predictive forecasting by identifying critical KPIs and tracking weekly against those targets.
"Brian was essential in configuring new reporting data to help maximize NextFab's per-channel ROI in the aftermath of product restructuring. Using a metric-driven approach, he analyzed the traffic on our website, our current marketing funnels, and our strategy to create a dashboard that gave weekly visibility into our KPIs. Through this approach, we have already begun to make forecasting decisions to maximize our per-stage funnel conversions and drive more revenue in just two months.
Analyzing that data, Brian provided thoughtful recommendations on improving our digital advertising performance, and minimizing our customer acquisition costs, all while increasing our conversions across each of our channels, and guiding it in a way for repeatable results. Through our engagement, he immediately helped us gain more visibility into our performance, with an immediate impact. Thanks to Brian, this will all inevitably lead to long-time results of increased conversions, revenue, and best of all, a decrease in frustrations and headaches amongst our sales and marketing team!"