How Wonderkind successfully entered the UK market in 4 weeks

The background: strong product/market fit, a new proposition and international ambitions

Attracting top quality candidates is a challenge for any recruitment agency, but especially for larger agencies who can have hundreds of vacancies at any one time. It can be almost impossible for these agencies’ marketing teams to publish targeted LinkedIn ads for each position and reach suitable candidates. 

But Wonderkind is changing the game! Its strong product-market fit has led to rapid growth in recent years.

To continue building on the positive momentum, Wonderkind started working on a new product behind the scenes. Before launching it at scale, Wonderkind wanted to test it out in a new market; the UK. 

Without an in-house marketing team, Wonderkind needed a partner who could immediately step in and lead this effort. Unmuted were hired to develop and execute the go-to-market strategy for the UK. 

“We first looked at setting up an internal marketing team, which was actually the preferred option. But when I see what the Unmuted team delivers now, I don't think we could have done it quicker or better by ourselves.” - Frank Nijmeijer, CCO

The strategy: isolated account-based marketing aimed at new markets

To avoid creating confusion among existing customers while launching this new product, we opted for an isolated ABM strategy. Based on the ICP, we drew up a list of target accounts in the UK. 

We then selected some of our top performing ABM-focused playbooks to execute, including building a completely new microsite tailored to the target accounts. 

By creating a completely separate Wonderkind microsite we were able to attract ICP-fit traffic from the UK, without having to change anything on Wonderkind’s current website. It was a perfect way to experiment and validate this new product. 

Playbooks and best practices: Strategic Messaging, ABM website, LinkedIn ads, ROI calculator and creative design

Strategic Messaging

Before we started developing the ABM microsite, we took a step back. 

We needed to fully understand the new product’s proposition so we could translate it into a rock-solid strategic messaging foundation. Such a messaging foundation can then be easily turned into engaging copy that converts website visitors. 

We held a workshop with Wonderkind to dive into the most relevant pain points and challenges of the ideal customer (ICP). Then we matched these pain points with features and benefits of the new product to figure out the best way to define its value proposition.

ABM Website

We chose to build the ABM microsite in Webflow because of its scalability, modern design, and excellent technical performance. The sitemap was split into several versions, starting with the most essential pages: homepage, about us, demo request / thank you pages, and a product page.

By including only these pages in the V1 of this microsite, we were able to quickly launch the new product to the market and start generating relevant web traffic, with the aim of creating qualified demo requests.

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LinkedIn Ads

While we were building the ABM microsite, we also kicked off our LinkedIn Ads playbook. We set up the ad campaign to target two audience groups that fit the ICP: cold prospects and warm prospects. 

The cold audience group consisted of ICP-fit accounts who had not previously engaged with Wonderkind through the website or a LinkedIn ad. This group was shown ads focused on demand generation. 

Once a user visited the website or interacted with one of Wonderkind’s ads, they were added to the warm audience group and retargeted with conversion-focused ads. 

Within 48 hours, the LinkedIn ads generated €18.9k ARR of qualified pipeline via demo requests from ICP-fit companies in the UK.

ROI calculator

As this was a completely new product, we needed to showcase its value up front so that website visitors would request a demo. We decided to build a ROI calculator for the homepage, to help visitors understand the potential savings from using Wonderkind. 

Users are invited to leave their email address and receive a detailed calculation, or they can click a secondary CTA to simply view the results on the same page. If they choose the latter, they’ll see a schedule a demo CTA alongside the results. 

Who wouldn't want to explore Wonderkind more, after seeing how much money it could save you!

Creative design

We wanted Wonderkind’s ads to stand out in the sea of LinkedIn ads targeted at recruitment agencies, so we used creative and eye-catching graphics while still staying aligned with Wonderkind’ brand identity. Think memes, bold statements, and before Wonderkind/after Wonderkind comparisons. 

Full speed ahead: Ultimate B2B SaaS Website, SEA, SEO, and video content

After seeing the positive results from the ABM microsite, Wonderkind decided to migrate their entire website to the new design in Webflow and take the old website offline.

Once this migration was complete, we developed a comprehensive SEO strategy and started working on SEA. 

We also started creating valuable video content to build on the positive momentum we’ve been seeing. Videos are an effective way to showcase the product on the website and perform really well on LinkedIn.