How we helped PostHog achieve an 18.50% increase in cloud conversion growth.
About PostHog
PostHog is an open-source product analytics platform that helps businesses build better products. With features like Session Recording, Feature Flags, and A/B testing, PostHog makes it easy to track user behavior, measure engagement, and make data-driven decisions.
The challenge
PostHog wanted to boost awareness, conversions, and brand recall through strategic ads on key marketing channels while maintaining a controlled Cost Per Acquisition (CPA).
The goal was to develop a winning paid acquisition strategy to attract prospects to Posthog’s website to drive cloud conversions (MQLs) and ultimately convert them into paying customers.
As experts in the field, our mission was clear — identify the most lucrative paid media channels that would help in achieving PostHog’s goal of awareness and conversions.
Our approach
After thorough product, competitor, and ICP research, the Hey Digital team decided to launch ads on Google Search + Display, LinkedIn, Twitter, and Reddit to achieve the set goals.
To further boost awareness and conversions for PostHog, we decided to take the road less traveled — we introduced new channels like Carbon Ads, ProductHunt, and Quora Ads.
The PostHog team was open to all our experimentations to establish key learnings and was excited to see how the results turn up.
Good news: we didn’t disappoint them! Here’s a quick breakdown of everything we did. 👇
Drive sales pipeline and
revenue for your B2B SaaS
Have strong product-market fit? Get high-quality signups and demos that convert into customers and opportunities—all with paid marketing.
Schedule a callSetting Up Conversion Tracking
PostHog always wants to stay on top of the game when it comes to data privacy. To ensure the security of user data, Hey Digital collaborated with PostHog's team to develop a custom plug-in that helped send conversion data safely.
Audience Targeting Experimentation
To identify the most effective approach, we utilized various audience-targeting strategies across multiple channels. Our experimentation involved targeting primary product managers and owners, key industry keywords, and competitor audiences.
Campaign Messaging
It doesn’t matter who reaches the customers first — people only take action when the ads speak to them in a way that resonates. (The rest is just noise!)
We tested various messaging concepts, including open-source product analytics, all-in-one product analytics software, and all-in-one product OS.
Once we identified the most successful messaging, we started promoting specific PostHog product features like Session Recordings and Feature Flags.
The results were outstanding in our Paid Social campaigns, especially on Quora.
Channel Experimentation
The PostHog team was very open to testing the potential of new channels such as Carbon Ads, ProductHunt, and Quora Ads. This gave Hey Digital the room to explore the capabilities of these platforms and make data-driven decisions on what platforms should remain and which shouldn’t.
Results
With the combined efforts of Paid Media and Design teams, PostHog successfully achieved their goal of boosting awareness and conversions by running strategic search and social ads. 🎉
They saw an 18.50% increase in cloud conversion growth, along with a 17.05% decrease in Cost Per Acquisition (CPA).
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