Loxo

Loxo is the #1 Talent Intelligence Platform and global leader in software for recruiting talent based in the United States. Loxo is the primary system-of-record software that recruiting organizations use to manage their workflow on a daily basis that helps recruiters hire faster and smarter – and is trusted by over 125,000 recruiters worldwide.

Industry

Talent-Intelligence-Platform

Headquarters

Denver, Colorado, USA

Company size

50+ FTE

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20 hand-raisers & 7x Pipeline in just 24 days

Executive Summary

Loxo has a strong international customer base and sees solid growth in the US and United Kingdom. However, European markets, and Germany in particular, presented untapped growth potential due to a lack of message-market fit

We created localized customer journeys by producing content in native languages, adapting copy to reflect local values and preferences, and creating region-specific landing page copy

In less than a month, we generated 24 qualified leads, two closed won deals, and consistently achieved click-through rates over 1.5%

Challenge

Loxo grew rapidly in the US and United Kingdom thanks to a well-defined Ideal Customer Profile (ICP) and tailored brand messaging. However, when expanding into the German market, paid initiatives fell short of their growth targets, largely due to several key challenges:

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Language barrier: Many in the target regions are not fluent in English
‍Cultural differences: Values, wording, and preferences vary, and ads that fail to address these nuances are often ignored and can even damage brand reputation‍
Incomplete customer journey: There were no localized landing pages for the DACH market

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Finally, Loxo lacked the resources and expertise to produce fully localized copy and creatives to resonate with the local audience.

Main areas of collaboration

Summary

The collaboration between Loxo and YOYABA focused on localizing the creative strategy and optimizing the customer journey. To compare key metrics accurately, we established a control group (previous period) and a test group (with the new measures) while keeping all other GTM efforts in the DACH region unchanged

Phases

Localizing Loxo’s creative strategy and helping them understand key German market trends – such as the rise of recruiting agencies – and identifying credible business influencers who best align with the brand
Adjusting messaging to fit Loxo’s brand awareness in Germany compared to the US, using LinkedIn to target the Ideal Customer Profile (ICP)
Launching a targeted LinkedIn campaign with optimized media buying for maximum impact
Developing a localized landing page copy that speaks to German buyers, with content adjusted according to audience signals

7x increase in pipeline

Two closed deals

within 24 days

10x Increase in Impressions

Results

In the first month of the collaboration, we delivered:

‍

10x increase in impressions and 20 additional handraisers (demo requests + sign-ups), resulting in an immediate pipeline impact with 24 total handraisers
7x increase in pipeline
2 closed deals, one with a 7-day sales cycle (typical B2B SaaS sales cycles range from 90 to 365 days). Customer Acquisition Cost (CAC) payback period: < 12 months per deal in a largely untapped market
Click-through rates (CTR) consistently over 1.5% with the creatives

"You only get one chance to make a great first impression on a market. I knew we couldn’t afford to make a bad one with the DACH market, and that’s where the YOYABA team truly helped. There are very few demand generation agencies operating at the high level of sophistication we need in a partner, and that’s where YOYABA thrived. From meeting that high bar we have and being able to do it in a very professional manner is going to make it hard for us to ever want to use any other agency."

Sam

Kuehnle

Vice President Marketing

Creative showcase

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