Websites Are Us Customer Success Story: ASAAS – WAU
Today’s case study is from a startup that we know well and ensure its competence: ASAAS! Here at WAU, we use their system and we can guarantee that the success they are making is not by chance. Let’s go to the case: Introduction ASAAS is the second child (a Spin-Off) of a company […]
Today’s case study is from a startup that we know well and ensure its competence: ASAAS! Here at WAU, we use their system and we can guarantee that the success they are making is not by chance. Let’s go to the case:
ASAAS is the second child (a Spin-Off) of a service company that we set up and already has 7 years of history, called Informant – from which ContaAzul also came out.
ASAAS was born 3 years ago to solve the recurring billing problem of ContaAzul, who tried our first MVP – minimum viable product (and still uses our tool).
Over time we discovered that our target market is self-employed and small companies, a Pivot that happened even in 2013, since before we served Technology Startups in search of integration.
Before the cited pivot, although we were the first to enter the London market, we started the marketing campaign with some competitors.
Our problem was basically to promote that product as quickly as possible, to see how the market would accept and learn as quickly as possible with the flow of customers.
After the pivot, the product was launched with full adherence, but we entered a market less known to us, with a lower level of education and with another world around it.
Our tool was launched on the market as an innovation, in that percentage of customers who want to try the product and “see which one”, (and without competitors with the same product offer to compare ourselves).
Thus, understanding the world of these customers and showing them that there is a solution to the pain of collection was and remains a fair and perfect challenge, which required a lot of strength from our Marketing team.
Before the Pivot:
Our biggest result was in fact with content marketing, page and FB ads, in addition to a little Adwords. In 3 months we managed to invalidate the main hypotheses of the product (believe me, a victory!).
After the Pivot:
In addition to taking advantage of a good part of the advertising and content that already had a match with the new market / Client, we were able to quickly modify our content production focusing on what our new clients sought as information, their searches, doubts and needs.
It was an incredible thing to change the business 90 degrees and be able to do the same in Marketing.
Without being a sucker, in fact, it would not be impossible … but unthinkable to do that if we had an internal team to produce content or even a third-party editor only. It was only feasible thanks to having WAUContent as suppliers.
Basically, we have grown 30% per month at the entrance of our funnel and even more in the formation of customers.
In addition to our investments in adwords / the like, we have a lot of gain in organic access, our customers finding what they were looking for on the WEB, in addition to being able over time to make it clear to the market that we are specialists in collection or Active Collection, as we like to call .
“If you do have any $$ to invest in marketing, using partners like WAUContent or RDSTATION is worth a few degrees in marketing for your team.
Be concerned with understanding who your customer is and improving your products / business.
Directing specialist partners will make your companies provide a service with professionalism 3, 5, 10x greater than the current maturity of your business.
And of course, if you want to charge your customers, use ASAAS.com :-). ” Diego Contezini, CMO
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