Setting up a new platform to go-to-market
The Context
Tradologics is the first cloud-based platform of its kind designed specifically for traders. With this platform, the company removed all the technical challenges programmatic traders faced by combining the various tools needed to manage an entire trading strategy.
We focus our collaboration with the intent to develop the Tradologics brand and engage a huge waitlist of the go-to-market.
The Radar Chart:
The product was fully developed during our collaboration with the Tradologics team. Already, they've had many people who signed up for their waitlist. Gradually, we'd offer some waitlist users early access to the platform.
The focus was initially divided among different key projects that worked toward establishing solid foundations for the full product release:
Waitlist Growth & Conversion
- We aimed to reach 20-30% conversions from the waiting list. By organising such an extensive waitlist (content creation, product hunt launch, community invasions), we're ensuring we will get paying customers upon launch.
Activation of a waitlist
- Alongside our focus on activation, we've also set up a system to maximise user adoption early during the BETA phase and the entire product release, focused on the full funnel for people on the waitlist.
The Map:
Creation & growth of a waitlist of users
AlgoTrading Summit
The company decided to host the AlgoTrading Summit (ATS), a conference for algotrading enthusiasts and industry experts. It was a full-day-long event hosted online with 10 different talks and two walkthroughs of the Tradologics platform.
The event would serve as a platform to promote the new platform and attract potential users. By organising an event that creates so much value for potential users, we’re paving the way for the brand and obviously are also capturing more signups to the platform as part of the process.
- Website Design Optimisations
A simple landing page is not enough to promote an event of this scale. We supported the Tradologics team in optimising a new website for all things related to the events to drive as many sign-ups as possible.
- Performance Marketing Focused on Social Media Platforms
To meet the sign-up objectives, we leveraged performance marketing on social media (Facebook and Instagram) to drive conversion to the ATS website. We've targeted audiences worldwide based on specific interests related to trading and lookalike audiences. Overall, more than 1000 people signed up for the conference, with more than 70% of them being people that were not part of our database in the past.
- Email Marketing
As mentioned earlier, we were also sitting on a list of users interested in discovering more about Tradologics and this new product. This audience was targeted through a dedicated email marketing journey highlighting the event in general and the opportunities to join the first users of the Tradologics platform.
The AlgoTrading Summit was a success regarding the number of users who signed up for it and the number of people who actively attended it online. Thanks to the speakers' participation, we now had a unique lead magnet to leverage to activate our waitlist users before gaining platform access.
Activation of a waitlist of users
Segmentation is crucial to identify the journey that will most likely encourage your users to convert. It also goes for activation, so we first had to segment them thanks to a CRM before launching anything.
- CRM (Customer Relationship Management) Set Up
Initially, we leveraged ActiveCampaign as a CRM since our initial email marketing campaigns before the AlgoTrading Summit were hosted there. Our segmentation was substantially light compared to what we were able to do in our segmentation through customer.io.
With ActiveCampaign, we managed the waitlisted users' data based on marketing behaviour and sources. With customer.io, we segmented users based on their platform behaviour and preferences, making it more precise.
- Community Creation
Over the course of various projects, we've witnessed how active the Tradologics' audience is online in communities throughout multiple platforms. To keep providing value to users who have shown interest and bring all those conversations into one place, we've created the Algo Trading Community (by Tradologics), hosted on Discord. From market discussions to programming and some product updates, we've gathered around 400 users who actively engage by discussing various topics around trading.
Today:
We grew and activated waitlist users by creating a targeted marketing campaign and leveraging a CRM system and community platform. These projects allowed us to put together some strong foundations for growth when the Tradologics product goes to market.
