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How Confect transitioned to Product-Led Growth and increased user engagement by 28%

28%
Increase in active users
“We have increased the number of users that are active on Confect for the first three days by 28% when we started using behavior-based emails in Encharge.”
gints
Gints Gailis,
Head of Marketing Operations at Confect

The Company

Confect is a B2B SaaS ad tech company that serves eCommerce brands and agencies, providing solutions to create, analyze, and scale their advertising efforts. Their client base includes renowned brands like Lego, Intersport, Telenor, and Jysk. Facing challenges with their previous marketing automation tool, HubSpot, Confect switched to Encharge to support their strategic shift from a sales-led growth to a product-led growth model.

The Challenge: Rigid data models, data discrepancies, irrelevant emails, and hefty pricing

Before adopting Encharge, Confect utilized HubSpot for their marketing automation needs. 

However, they faced several issues with the platform, including:

  • Difficulty tracking user behavior in real-time, leading to irrelevant and mistimed email communication.
  • Property and contact duplications, which resulted in incorrect segmentation and inefficient communication.
  • Limited capabilities in managing complex data structures, such as custom objects and associations.
  • The big price tag that comes with HubSpot’s Marketing Hub

These challenges and the ambition to be the first product-led company in the space prompted Confect to search for an alternative solution that would enable them to better integrate their marketing automation efforts with their product and customer journey.

The Solution: A flexible marketing automation platform that supports behavior-based emails

Encharge provided Confect with a flexing marketing automation solution, offering several key advantages over HubSpot:

Real-time tracking: Encharge allowed Confect to track user behavior in real-time, ensuring that relevant and timely emails were sent based on user actions. This improved the overall effectiveness of their email campaigns and user engagement.

“In Encharge, once a user signs up or starts using our software, we have full freedom to send behavioral emails based on how far they are or what they have done. That makes things like onboarding way easier and more relevant to their stage of the customer journey.”
gints
Gints Gailis,
Head of Marketing Operations at Confect

Flexible data management: Encharge’s data flexibility enabled Confect to set up custom objects and associations, which was crucial for managing their complex data structure, including different types of users, companies, and agencies.

“With HubSpot, a lot of times, the data was messy — there were a lot of property and contact duplications. Contacts could be in different groups and get different emails even though they're supposed not to get them.

Associating the right company with the right agency was painful. HubSpot was rigid in that sense, while Encharge is flexible, and we can set up the associations the way we want to”
gints
Gints Gailis,
Head of Marketing Operations at Confect

Easy-to-use workflow builder: Encharge’s intuitive workflow builder allowed Confect to easily create multi-step, multi-action workflows, making their marketing automation efforts more efficient and targeted.

The Result: 28% increase in user engagement

By implementing Encharge’s marketing automation solution, Confect achieved significant improvements in their user engagement and onboarding processes:


Increased user engagement: Confect saw a 28% increase in the number of users who were active on their platform for the first three days after signup. This improvement in onboarding contributed to a higher likelihood of users converting into paying customers.

“We have increased the number of users that are active on Confect for the first three days by 28% when we started using behavior-based emails in Encharge. That was one of the previous key results we tried to achieve, and that's where the onboarding flow came in. We hypothesized that if users log in during their first three consecutive days, there’s a higher chance of them converting afterward. We achieved this KPI with the onboarding flow in Encharge, while we couldn't attain the same level of effectiveness in our flows in HubSpot.”
gints
Gints Gailis,
Head of Marketing Operations at Confect

Improved communication: With Encharge, Confect was able to easily transition communication between different stages of the customer journey, ensuring that users received the right information at the right time.

Enhanced product integration: By moving away from a “set and forget” model and becoming more integrated into their users’ workflows, Confect positioned itself as a valuable tool for eCommerce brands and agencies.

Confect plans to continue leveraging Encharge’s capabilities to further improve their user experience and retention efforts. They intend to use the platform for personalizing emails based on different product-led groups, such as champions and beginner users. This will enable them to tailor their communication and support strategies to better address the unique needs and preferences of their diverse user base.

Conclusion

Encharge played a pivotal role in Confect’s successful transition from a sales-led to a product-led growth model. The platform’s flexibility, real-time tracking capabilities, and seamless integration with Confect’s product enabled the company to deliver relevant, timely communications to users. This resulted in improved onboarding, increased user engagement, and, ultimately, higher conversion rates. With Encharge as their marketing automation partner, Confect continues to strengthen its position as a leading ad tech solution provider for eCommerce brands and agencies.

Industry
B2B, SaaS
Made the switch from
HubSpot Marketing Hub

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Meet your new marketing automation platform

Customer messaging tools don’t automate workflows outside your product and marketing automation tools are bad at behavior emails. Encharge is the best of both worlds — a marketing automation platform built specifically for B2B SaaS businesses

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Camille Richon
Founder Payfacile
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