Use cases: Improving as a business, access to vetted knowledge
Key Points
V4 Company equipped 30 folks on their marketing team with Reforge to help them level up their knowledge and improve as a company.
They used the learnings from Reforge to completely restructure their marketing team and the metrics they focus on.
They also used awareness campaign strategies recommended by Reforge and cut their CPL in half.
https://share.descript.com/embed/pM9z7R4YN0q
Introduction and Background
V4 Company, a marketing consultancy based in Brazil, has experienced significant growth and transformation since implementing Reforge for Teams. This case study explores how Max Satiro, the Chief Marketing Officer (CMO) of V4, utilized Reforge's resources and frameworks to revolutionize their marketing strategies, restructure their team, redefine key metrics, and build a sustainable brand.
V4 initially started as a small marketing team of four in 2020. However, under Max Satiro's leadership, it quickly expanded to 40 members. The company allocated a substantial budget, approximately 20 million reals per year, to market their own brand. V4 specializes in advising franchise companies and e-commerce businesses, with a focus on paid media platforms like Facebook, Google, and TikTok. Their mission is to help clients sell their products effectively.
V4 primarily works with franchise companies, both in Brazil and abroad. They have a significant presence with nearly 300 franchisees in Brazil. Additionally, they assist clients with inside sales, leveraging their expertise from having over 100 salespeople on their team.
The marketing team at V4 is structured into four main divisions:
Paid Media: Focused on managing paid advertising campaigns.
Organic and Social Media: Handles organic content, social media, and influencer partnerships.
Institutional: Manages public relations (PR) and search engine optimization (SEO).
Partnerships: A new team focused on co-marketing initiatives.
The team hierarchy consists of Max Satiro as CMO, along with three leaders responsible for each of the four divisions.
Introducing Reforge for Teams to V4
Reforge entered V4's journey as a recommendation from a friend. Recognizing the need for deep and practical marketing insights, Max and his team decided to explore Reforge's offerings. Impressed by the depth and quality of the content, they decided to purchase access for 30 team members, launching a competition to incentivize content consumption.
Impact on V4
Reforge's impact on V4 has been profound:
Enhanced Confidence
Reforge's content helped Max and his team gain confidence in understanding complex marketing concepts and bridging the gap between theory and practice.
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Executive Endorsement
The other C-level executives of V4 also consumed Reforge content, gaining valuable insights that influenced the company's strategic direction, and inspired other parts of the team to follow their lead.
Metrics and KPIs
Reforge was a “true school for V4” in establishing metrics and KPIs, leading us to adopt NCTs for goal setting rather than OKRs. First, they zoomed in on our approach and categorized the metrics according to their nature, dividing them into activity, efficiency and results metrics. Using the right metrics for each action, they also needed to clearly define the ultimate objective of each of these actions. It was for this reason that they adopted the NCTs model to better define their quarterly objectives. Max said, “It was possible to notice a sudden improvement in the productivity and clarity of our team's actions with this new approach, thanks to Reforge.”
Structural Reorganization
Reforge played a pivotal role in reorganizing V4's marketing team. It provided a structured approach to team management, helping define roles and responsibilities more clearly, and fostering better alignment among team members.
Reducing CPL by Half
Max explained, “Just before gaining access to Reforge's content, we faced a significant challenge in our paid media efforts. We needed to substantially lower the cost per qualified lead, which was standing at a hefty R$440. Delving deeper into the realm of brand marketing, we stumbled upon the concept of awareness campaigns. This concept urged us to leverage branding as a potential solution to increase our presence in the minds of potential buyers, encouraging them to register without relying heavily on paid advertising. After extensive research on this concept, we reached out to our Google account manager and began using Google AdWords to implement the campaigns recommended by Reforge.
It was through the 'brand lift' strategy that we managed to reduce our cost per qualified lead to R$220 in just a few months. This significant achievement not only improved our financial efficiency but also highlighted the power of branding as a means to engage potential customers and drive registrations without excessive reliance on paid media.”
Conclusion
In summary, Reforge's impact on V4 spans from enhanced confidence and strategic insights to a restructured and more aligned marketing team. This transformation empowers V4 to navigate the marketing landscape more effectively while building a sustainable brand over the next five years.
Want to experience the power of Reforge for your organization? Explore Reforge for Teams
