Client: Bettermode
Industry: B2B SaaS (Customizable Online Community Platforms)
Engagement: Analytics Implementation and Marketing Data Transformation
The Challenge
Bettermode, a leading SaaS platform for building customizable online communities, was at a pivotal moment: shifting from an enterprise sales model to a product-led growth (PLG) approach. This transition demanded a unified, data-driven view across marketing, product, and revenue teams. However, Bettermode faced several obstacles:
- Fragmented Data: Key marketing and engagement metrics were scattered across platforms like HubSpot and Google Analytics, making it difficult to get a holistic view.
- Tracking Gaps: Attribution for paid campaigns and offline conversions was unreliable, and product-side user behavior tracking was limited.
- Inefficient Decision-Making: Leadership and teams lacked timely access to actionable insights, slowing down marketing optimization and product iteration.
- Cross-Functional Alignment: Implementing a new analytics stack required buy-in and coordination across product, engineering, marketing, and operations.
The Solution
Optiblack partnered with Bettermode to design and execute a robust analytics strategy, leveraging its proven five-step process:
- Objective Workshop: Deep-dived into Bettermode’s PLG goals, defining key business questions and metrics for success.
- Custom Tracking Plan: Developed a comprehensive plan covering user acquisition, product activation, engagement, retention, and revenue events—ensuring all critical touchpoints were captured.
- Technical Implementation: Integrated Segment as the core customer data platform, with Mixpanel as the analytics engine. Both frontend and backend events (including signups, purchases, and demo bookings) were instrumented for complete journey visibility.
- Quality Assurance: Conducted rigorous testing to ensure data accuracy, correct UTM parameter flow, and seamless integration with marketing and product tools.
- Dashboard & Reporting: Built tailored dashboards providing daily and weekly summaries, cohort analyses, and actionable insights for both executives and operational teams.
Optiblack also facilitated internal collaboration, aligning technical and business stakeholders, and provided ongoing support to refine analytics as Bettermode’s needs evolved.
The Impact
- Unified, Data-Driven Culture: Bettermode transitioned to a culture where decisions are anchored in reliable, real-time data. Leadership now accesses self-serve dashboards, reducing dependency on teams for reporting.
- Improved Marketing Efficiency: Enhanced tracking and attribution enabled Bettermode to optimize paid campaigns, resulting in more efficient marketing spend and clearer ROI measurement.
- Cross-Team Alignment: With a single source of truth, marketing, product, and operations work from the same data, accelerating project delivery and reducing miscommunication.
- Faster Product Iteration: Cohort analysis and behavioral tracking revealed actionable insights on user activation and retention, informing product roadmap decisions.
- Scalable Analytics Foundation: The solution delivered by Optiblack is robust, scalable, and ready for future growth—allowing Bettermode to confidently pursue PLG and expansion goals.
Client Testimonial:
“Optiblack’s expertise enabled us to unify our data, improve marketing effectiveness, and make faster, more informed decisions. Looking back, we wish we had started this journey sooner—it’s had a significant business impact.”
— Mo Malayeri, CEO, Bettermode
Ready to unlock the full value of your data?
Partner with Optiblack to build a data-driven foundation for growth.