How GrowthMatch helped LoudCrowd decrease CAC by 30% in 4 weeks

A story about a $5 million Series A venture-backed startup quickly reducing CAC and increasing marketing-impacted revenue

With GrowthMatch, I’m not spending time looking through resumes, I’m not spending time digging on LinkedIn, I’m not paying for bad resumes. You’re like an in-house recruiter. You take the entire “looking, sorting, finding” off my plate so I can just make a choice and get to work.

Lacey Miller

Head of Marketing, LoudCrowd

Highlights

  • Decreased CAC for marketing net-new prospects while increasing percentage of marketing-impacted revenue
  • Matched to 2 perfect-fit candidates within 3 days and hired one of them
  • Avoided wasting money on job boards that deliver unqualified candidates
  • Eliminated time wasted sorting through resumes and unqualified applicants
  • Avoided all of the recruiting busywork without any internal HR or recruiting support

Features Used

  • Matchmaking service to find and hire a freelance designer (specifically, a digital marketing specialist)
  • Ongoing engagement support from GrowthMatch to maintain high-quality working relationships with fractional talent
  • Hiring additional talent via GrowthMatch, including a landing page designer

THE COMPANY

LoudCrowd is the only brand ambassador marketing platform that enables companies to find loyal social media brand ambassadors within their own customer-base while also measuring their user generated content (UGC). LoudCrowd helps companies identify micro-influencers within their existing stakeholder groups (customers, employees, etc.) to drive more awareness and engagement. Since UGC is more trusted than owned content, ads or paid influencers, LoudCrowd customers are able to scale more effective (and more cost-effective) marketing efforts. 

THE CHALLENGE

LoudCrowd was moving fast from a $3M Seed raise and ready to ramp up growth. 

First marketing hire and Head of Marketing Lacey Miller, who describes herself as a “marketing team of one”, was just ramping up her effort to get every marketing tool and process setup properly. She needed to deliver some quick wins in the form of marketing-driven net new prospects while ultimately working toward showing a high percentage of all revenue had been impacted by marketing at some point in the funnel. 

With a desk full of key projects and not enough time in the day, she knew she needed help. 

But with no in-house HR team or recruiting function, she didn’t have time to launch her own recruiting effort because she knew it would create a huge wave of applications and resumes to sort through:

“I can’t just go on Linkedin and say I have a job position available. The hundreds of people who apply who don’t make any sense – it’s just too much.”

At previous jobs she tried working with recruiting firms, but that massive five-figure fee loomed over the process and ultimately prevented her from hiring the best candidates. 

So, she tried her own network, digging in LinkedIn, and even emailing a group of 200+ CMOs. But all she could find was 1) strategy-level experts who required a six-figure salary, or 2) agencies who would break her budget with their fees on top of the ad spend. Agencies also didn’t check the “comeradery” box that was important to Lacey (as it is for many tech companies): she needed someone focused who, even as a contractor, would be part of the team and put real energy toward doing great work. 

“Even though I’ve been in marketing for a long time and have a big network, it doesn’t mean I have a big network of people I can hire. Especially the types of people I need to hire at a startup.”

Meanwhile, all of those mission-critical projects kept piling up and getting kicked down the road. 

THE SOLUTION

Hire with zero recruiting

Lacey turned to GrowthMatch about five months into her role at LoudCrowd with a tough request: “I gave GrowthMatch the impossible task: I needed someone with a specific skillset in paid ads, but also a jack-of-all-trades with a willingness to work on a range of marketing projects at a reasonable price… and available right away. I needed a lot out of this person. I had already searched everywhere for them and I had come up empty handed.” 

Within 3 days of Lacey providing some details about who she need to add onto her team, GrowthMatch delivered 2 “Perfect Fit” candidates from our pre-vetted talent pool.

Lacey appreciated how much time GrowthMatch saved her: “After giving you the info about what we needed, you did everything. I didn’t spend any time on recruiting, looking at resumes, digging through applicants, none of that. You sent me two pre-vetted candidates, and while they were both great, one of them was literally perfect. You found my unicorn.

“As soon as I talked to her, I knew. On the first call, I knew we had to work together.

Some companies are better than others when it comes to onboarding talent, and LoudCrowd is excellent. Lacey and her team welcomed their new contractor with a swag bag including a hat and T-shirt, quickly got her access to all necessary accounts and the company Slack (aka “the great equalizer”, as Lacey calls it), and did everything they could to get her ramped up. They even made the smart decision to invite her to company meetings and customer sales calls. 

Lacey knows, “It’s great to find the perfect resume, but what you really need is someone who’s curious and ready to learn. You’re not going to learn marketing from a book. You’re going to learn it from being in the weeds. Listening to sales calls. Doing whatever you need to do to learn.”

From start to finish, GrowthMatch helped Lacey hire and fully onboard her “unicorn” in under 10 days, and the amazing results came quickly thereafter.

THE RESULT

DECREASED CAC BY 30%

Within just the first few weeks, Lacey’s GrowthMatch talent drastically decreased the acquisition cost on paid ads-driven Sales Qualified Leads by 30%. 

Over the subsequent months, they would have a huge impact on Lacey’s team’s other key metric: marketing-impacted revenue. She’s become such a valuable part of the team,” Lacey says, “She’s had so much impact on this company.”

Reflecting on her experience as a GrowthMatch customer, Lacey says,

“GrowthMatch is a necessity for me
because I do not have the time, at all, to find talent. But I have the projects and the strategy and the briefs that are ready to go for somebody great to execute. GrowthMatch does all the work leading up to hiring. I just have a quick call with someone excellent and say, ‘Yes, let’s do this.’ I can spend more time figuring out how to make the company grow, and getting set and ready for people to come in and do those projects.”

With GrowthMatch, I’m not spending time looking through resumes, I’m not spending time digging on LinkedIn, I’m not paying for bad resumes. You’re like an in-house recruiter. You take the entire ‘looking, sorting, finding’ off my plate so I can just make a choice and get to work.”

“Honestly, I can’t imagine what it would be like without GrowthMatch, having to flip through resumes and weed through all the chaos, because I just don’t have the time to do that.” 

“Here’s the truth: Without GrowthMatch I will not get these projects off the ground. Without you helping me find somebody excellent to come in and do the project, it just won’t happen. It will get kicked down the road.”

Lacey concludes, “GrowthMatch finds incredible talent to help me move the company forward. You give me back my time. You enable me to do my job.” 

LoudCrowd has since gone on to raise a $5M Series A round of financing from some of the world’s top VC firms.

Want your very own Digital Marketing Unicorn? Get started now:

“I can’t imagine what it would be like without GrowthMatch, having to flip through resumes and weed through all the chaos. GrowthMatch finds incredible talent to help me move the company forward. You give me back my time. You enable me to do my job.”

Lacey Miller

Head of Marketing, LoudCrowd