A tailored integrated growth strategy

First and foremost, in order to develop a well-founded strategy, we mapped out the start-up’s needs, ambitions and any potential obstacles. We created a detailed marketing plan for the upcoming year, with clear priorities, phased implementation and quarterly action points.

Our Unikoo growth strategist supports the management team in shaping and executing the company’s growth trajectory at the start of every year. This goes beyond execution alone; it involves strategic thinking at C-level regarding priorities, budget allocation and the sequencing of initiatives. To achieve this, we define clear growth streams and a KPI framework: identifying and structuring the key growth levers, each with a clearly defined scope, owner, KPIs and measurable targets.

And we don’t stop at strategy. We also take ownership of execution. Thinking and doing go hand in hand. To provide a complete picture of our support for this client, we'll happily guide you through the different growth streams we defined.

Growth Stream 1: Partnerships & Outreach (B2B2C)

The first growth stream focused on partnerships and referrals. Our outreach programme was designed to increase awareness of the application. We adopted a B2B2C approach, initially targeting the professionals who are often the first point of contact for end users. In a later phase, the outreach programme will also engage additional intermediaries.

How we approached this:

• We built a prospect database of relevant businesses using data scraping tools.
• These prospects are contacted through automated campaigns featuring A/B testing of messaging, timing and follow-up sequences.
• A CRM system enables us to manage the pipeline and track outreach performance.
• Automated workflows in Zapier, N8N automations and AI agents streamline the entire outreach process.
• We also developed a community platform for participating businesses.

The result? Every time an intermediary refers a prospect, the customer acquisition cost per new user decreases. This creates a sustainable compounding growth effect, where every euro invested delivers increasing returns over time.

Growth Stream 2: Paid Advertising (Google Ads & Meta Ads)

For this client, our advertising strategy constantly balances consistency with ongoing optimisation as business needs evolve.

Google Ads help us generate a reliable volume of conversions within the client’s budget. We continuously evaluate opportunities to optimise campaign structures, bidding strategies and keyword targeting.

Meta Ads provide more room for creative experimentation. Here, we tested new creatives, formats and messaging approaches. Anything that underperformed, we discontinued, while we scaled the successful campaigns. We continually strive to find the right balance between volume and efficiency, creative innovation, ad fatigue management and platform compliance.

Growth Stream 3: Organic Growth, SEO & Content

While paid campaigns deliver immediate results, a strong organic presence creates a long-term foundation that continues to generate value. However, both the technical structure and the content need to support this goal.

A comprehensive technical and content audit of the website revealed numerous quick wins. Technical improvements were particularly important: crawlability, website speed and indexation all play a role in Google’s ranking algorithms.

These technical enhancements laid the groundwork for the next phase: a complete restructuring of the content architecture. Rather than maintaining isolated pages around individual topics, we built a logical content ecosystem using pillar pages and topic clusters. This gives Google a clearer understanding of the application while making it easier for visitors to find relevant information.

Because content, supported by robust technical optimisation, forms the core of any SEO strategy, we implemented AI-driven content creation processes to enable rapid content production and optimisation. This all resulted in steadily growing organic traffic that contributes to a healthy and diversified acquisition mix.

Growth Stream 4: Marketing Automation & Lifecycle Marketing

Convincing users to try an application is one thing. Ensuring they get off to a strong start, return when needed and remain engaged throughout their journey is another. That’s where marketing automation comes in.

In this case, the challenge was particularly complex. The product is an innovative technology solution, including both a web application and a mobile app. API events generate substantial data streams, and multiple user personas need to be catered for.

No two users are the same, so they shouldn’t receive the same experience. A carefully designed segmentation architecture and customer journeys ensure that each user receives the right communication at the right time. This includes:

• Onboarding flows that guide new users through the platform.
• Activation emails encouraging users to complete key actions.
• Retention and re-engagement campaigns designed to bring users back.
• Drop-off recovery campaigns, which get triggered when users abandon a session midway.

From optimising existing workflows to developing entirely new journeys, we connected the right triggers and events to the right communications, creating a seamless experience across all touchpoints.

For a product that spans web and mobile platforms and serves multiple personas, marketing automation is essential for delivering personalised experiences at scale without requiring manual intervention from the team.

Growth Stream 5: Website & Conversion Rate Optimisation (CRO)

For this client, success wasn’t measured by website traffic, but by the number of users adopting the application. Once visitors arrive on the website, the goal is to convince them to give the application a chance. Every increase in conversion rate means more people benefiting from the technology without additional marketing spend.

That’s why we continuously optimise the website through experimentation and data-driven improvements. This extends beyond routine website maintenance and focuses on structural optimisation:

• Running A/B tests on existing pages to refine key elements.
• Testing new homepage designs and components to improve user experience.
• Implementing experiments based on funnel analysis and behavioural insights.
• Building entirely new landing pages from scratch for specific advertising campaigns.

It is a continuous cycle of improving, testing, measuring and improving again.

Five growth streams, each with their own objectives and KPIs. What makes them powerful, however, is the way they work together. To achieve this level of integration at scale without overwhelming the team with manual work, we rely on a layered system designed to support us, rather than the other way around.

AI & Automation

Zapier, n8n and AI agents enable us to automate processes without relinquishing ownership.

From CRM updates and outreach pipelines to connecting data from advertising platforms, websites, applications and CRM systems, automation tools streamline workflows across the entire technology stack.

The result is a frictionless flow, with automated follow-up actions triggered at key moments. This creates a self-sustaining growth engine that scales faster and operates more intelligently.

We deliberately adopt a systems-based approach in which AI and automation enhance every growth stream, while people remain ultimately responsible for strategic decision-making.

Experimentation with a Growth Hacking mindset

Improve, test, measure and improve again — that philosophy lies at the heart of growth hacking. Alongside the individual growth streams, which can be viewed as ongoing optimisation efforts within specific channels, we also take a broader perspective across the entire customer journey. Where are potential customers getting stuck? What barriers prevent them from progressing? The answer lies in experimentation and growth hacking. Through continuous testing and hypothesis-driven experimentation, we identify and remove bottlenecks across all growth streams.

From experimentation to growth

All of these growth streams and experiments generate vast amounts of data. However, data alone has little value. It must be consolidated, interpreted and transformed into actionable insights that support better decision-making. That's the essence of Business Intelligence (BI). To provide the client with the insights they need, we connected all relevant data sources, including advertising platforms, the website, the application, the CRM system and other operational tools.

We transform this data into actionable insights that directly inform our work. These insights form the foundation of the growth strategy for each subsequent quarter, ensuring that decisions are based on evidence rather than intuition.

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There is no such thing as a one-size-fits-all marketing strategy. However, through a systematic approach, every growth stream contributes to a larger objective. The client’s ambition to establish and strengthen its position in the market remains unchanged. Our role is to ensure they reach as many people as possible.

Curious about what Growth Marketing could do for your business? We'd be delighted to help.