Client: BlueLabel (formerly Blue Label Labs)

Industry: Digital Transformation, App Development

Duration: 2022-2024

1. Background

Initial Focus: BlueLabel was originally an app development company. When I joined, they were looking to evolve into a more comprehensive digital transformation agency, offering services beyond app development to include design sprints, user experience (UX), strategy, branding, and analytics.

Challenge: The key issue was brand positioning. There were many competitors in the app development space, and BlueLabel struggled to differentiate itself from other similar companies in a crowded market.

2. Key Problems and Objectives

• BlueLabel needed to better allocate its $800,000 marketing budget, identify areas where money was being wasted, and focus on strategies that would generate more qualified leads.
• They also wanted to improve their SEO to attract more targeted traffic and implement a content marketing strategy to showcase their success.
• Additionally, my task was to support the sales team with the right marketing materials to improve conversion rates.

3. Strategy & Implementation

Rebranding:

One of the biggest moves was leading a complete rebranding of the company. We shortened the company name from Blue Label Labs to BlueLabel, introduced a new visual identity, including a fresh color palette and website, and crafted a specific tone of voice for landing pages and marketing content.

Data-Driven Approach:

I took a systematic, data-driven approach to optimize our advertising spend. For example, I analyzed performance on LinkedIn Ads and found that visitors from LinkedIn were spending just 5 seconds on the website, so I reallocated the budget to Clutch and similar platforms that consistently delivered better leads.

Budget Allocation:

• LinkedIn Retargeting
• SEO & Content Marketing: I focused on improving SEO to attract more targeted visitors.
• Clutch and Competitors: A significant part of the budget went into platforms like Clutch, where we consistently secured higher-quality leads.
• Landing Pages: We created dynamic, visually appealing landing pages for major projects with clients such as Google's Delve and Consumer Reports, improving user experience and trust.

Automation & Tools:

• Implemented CRM systems to track leads efficiently.
• Utilized AI tools to accelerate go-to-market (GTM) strategies.
• Used Zapier to automate lead management and enhance data tracking for high-quality leads.

Awards & Recognition Campaigns: Applying for and winning prestigious awards such as the Webby Awards, FT Fast Growing Companies, and INC Power Partner played a key role in supporting our credibility and sales efforts.

4. Results

Revenue Growth:

Over the course of one year, BlueLabel’s revenue grew from $15M to $20M.

Lead Generation & CAC Improvement:

• The number of qualified leads increased significantly, particularly from Clutch and its competitors.
• We measured improvements in key metrics like lead quality, cost per acquisition (CAC), and the return on investment (ROI) for each marketing channel.

Focus Sectors:

While app development remained a key service, we shifted focus toward global digital transformation projects across various industries, allowing BlueLabel to expand its reach and expertise.

5. Feedback & Recognition

The work I did with BlueLabel was highly recognized internally and externally. We secured several prestigious awards:

• Webby Awards
• FT Fast Growing Companies
• INC Power Partner

Testimonial from Zachary Drew, Ex Partner & VP of Client Solutions:

‍"I had the pleasure of working with Matteo for 2.5 years.

Matteo leaves no stone unturned when it comes to his test-driven approach to marketing.

He’s able to quickly assess the entire marketing picture for an organization and determine a long-term strategic roadmap and short-term tactical execution plan.

He’s skilled at collaborating with sales teams to ensure a joint and unified sales & marketing effort.

Any company would be lucky to have Matteo on the team!"