Leveraging first-party data to fast-track customer acquisition

Market-leading German small business support platform lexoffice was looking for a new and highly effective way to identify high-value prospects and supercharge its customer acquisition channels.

10

Epsilon-messaged users are more likely to sign-up to the highest tier product than users that we don’t speak to for Acquisition

25

Epsilon-messaged users are likely to sign-up to the highest tier product than users that we don’t speak to for Retention

60

below CPA goal

Challenges

1. Focus solely on new customer acquisition. Epsilon’s client does not deal with customer retention, so did not want to spend budget in this area.

2. Evolve lexoffice’s marketing strategy beyond increasingly ineffective social media-based campaigns.

3. Find an alternative to Facebook, lexoffice’s main sales channel, which was significantly undermined by the iOS 14 update.

4. Find a powerful new way to identify and reach out to high-value prospects within a total-addressable market of circa 300,000 companies across Germany.

Solution

Our approach enabled lexoffice to identify their most profitable prospects and invest their acquisition budgets as effectively as possible on those people. We were also able to ensure that lexoffice could suppress any historical bias in its first-party data, enabling it to focus purely on new customers. Our solution also:

Pseudonymises directly identifiable information which enables lexoffice to connect its CRM data to Epsilon CORE ID in a GDPR compliant way.
Talks directly to lexoffice’s legal department, answer their question on data privacy and security.
Enabled us to generate highly targeted and unique content, designed to personally address and resonate with prospects at key points in their buyer journey.

Results

lexoffice describes Epsilon’s creative work as “beautiful and highly effective”.
60% below CPA goal
Users that signed-up to lexoffice that were messaged by Epsilon are :

o 10% more likely to sign-up to the highest tier product than users that we don’t speak to for Acquisition

o 25% likely to sign-up to the highest tier product than users that we don’t speak to for Retention

“Epsilon integrates seamlessly into our CRM platform, so when it reports 50 new sales, lexoffice immediately sees them in its system. It’s amazing and so reliable that it’s become our number one channel.”

— Kerstin Wöldering Director Marketing & Consulting at pmc active (the marketing agency of lexoffice)

How can you break through?

We get it. Each industry and each company encounters their own unique set of challenges. But what if we repositioned those challenges as opportunities? See just how far we can go.

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