Case Studies

Luna using data to replace SDRs in SaaS Companies, increased MRR by 20% in 2 months

Luna's data-driven approach with Optiblack led to a 20% increase in MRR in just 2 months, showcasing the power of AI in replacing SDRs for SaaS companies.


Company

Luna is a GenAI based app that replaces SDRs and writes personalised automated emails to prospects
 

Problem

Luna took a decision to be PLG based SaaS and they were looking to capture the all the data to make decisions on product growth. In the PLG methodology they were looking to get the answers on their product usage, growth loops, understand what is driving revenue
 
The product even though it looks simple but is a complex product as it involves replacing the complexity of creating a personalised email based on the user. There are about 40+ data points that the algorithm takes to write an email
 
Luna was looking to invest in tools to get insights and make sense of the data with the main objective of increasing revenue, decreasing churn, increasing expansion.
 
They were also looking to understand how the algorithm is working and what modifications are required to make it better
 
The Chief Growth Officer found us on Linkedin and reached out to us understand how Optiblack can help them in their PLG journey
 
Luna has already implemented Mixpanel and were looking to revamp their entire product analytics tech stack by Including Segment to the mix so that they can capture the right events from multiple touchpoints
 
 
 
We were looking for partners for Growth who understand the nuances of SaaS applications and PLG module.
-Jean-Paul Klerks, Chief Growth Officer, Luna
 
 
 
Luna identified Optiblack as the preferred partner for their PLG journey based on the track record, our partnership and familiarity with the tools in place and how we make it easy for anyone to start generating insights
 

Solution

Optiblack started interaction with the Luna team and understood the product. We also looked at the what the team was currently tracking and we kickoff with an objective workshop.
 
Optiblack worked with tech team to understand the implementation of various GenAI algorithms, we also worked with Leadership team, Marketing and Growth teams to understand what is important for everyone
 
We started with revamping their analytics strategy to capture important events happening in the entire customer journey, our working with various SaaS companies helped us open to ideas on how PLG based Luna can leverage customer intelligence to know whom to convert and what to act on
 
Luna had 10+ different apps in the mix which were creating signals on customer intelligence, we leveraged them to create the comprehensive tracking plan for their CDP
 
 

Stakeholders

Department
How they get impacted?
Growth
  • Growth Campaigns
  • PLG Strategy
  • Activation and Free to paid conversion
  • New feature validation
  • Churn & Expansion
Tech - CTO
  • Similar to growth
  • Measuring performance
  • One tool to measure all events and performance
CSM
  • Expansion of accounts
  • Churn
  • Account analytics
  • How are users using the product?
  • How goods are emails to find leads?
Backend Developer
  • Implementation
  • Performance
CEO
  • Investors dashboard, better sources
  • Product Market fit, ongoing
Brand Manager
  • Word of mouth marketing
Agency
  • Marketing Agency
  • Connect destinations with sources
  • Marketing campaigns
  • Marketing audience?
  • Activate the audience on Linkedin, Facebook etc
 
 
Optiblack identified 90+ events, 400+ data points to be captured from multiple places to trigger the tracking of events and developed the comprehensive tracking plan for CDP Segment
 
 
We quickly started working on the tech implementation guidelines and developed the tracking code required for the tech team, working with the CTO we developed the implementation plan on how the new events will be tracked and adopted
 
All the events were tracked and implemented, we started working on dashboards for each team
 
 
 
 
 
 
After data was populated we did a thorough analysis to identify the ICP for Luna and invested resources in understanding the churn analysis, expansion and retention
 
We also innovated to connect Chartmogul application with Ideal Customer Profile to help them understand which cohorts are performing and how, this opened a new dimension to answer which persona was performing well for Luna
 
 
Quote from client describing the solution
We are really impressed with the kind of contribution Optiblack has made in driving the decision making at Luna, this is helping us to identify what is working and what is not, they are also super fast in delivering
-Jean-Paul Klerks, Chief Growth Officer, Luna
 
Impact
Luna is now taking data driven decisions everyday and in 2 months their MRR has increased by 20%
 
 
 

Similar posts

Get notified on new marketing insights

Be the first to know about new B2B SaaS Marketing insights to build or refine your marketing function with the tools and knowledge of today’s industry.