CarbonClick: using insights to drive early revenue and secure double the monthly average of new meetings
The challenge
CarbonClick needed strategic insights to effectively position their offering within the market and ensure they were catering to buyers’ needs.
The Yabble factor
The team used Yabble to collect invaluable feedback from their target audience, subsequently actioning the insights to exponentially grow their brand awareness and to drive early revenue. The results? A 600% increase in LinkedIn followers in the month after releasing their Yabble insights and double the monthly average for securing new user meetings when they shared the insights.
“Yabble’s insights enabled us to show businesses that people are actively changing their shopping habits to support brands with climate-change initiatives — and actively seeking solutions like the ones CarbonClick offers.”
Founded in 2019, CarbonClick is a B Corp-certified company that aims to make the carbon offsetting process easy and painless for people and brands alike. To date, they’ve helped more than 1,000 businesses and 156,500 people take an active part in the fight against climate change, providing tools and resources that enable them to measure, reduce, and offset their carbon footprints.
Like any startup or emerging business, CarbonClick knew they needed strategic insights right off the bat in order to effectively position their offering within the market and ensure they were catering to their buyers’ needs. So to help understand the key concerns consumers have about climate change, they turned to Yabble, using the platform to collect invaluable feedback from their target audience — and subsequently actioning the insights to exponentially grow their brand awareness and to drive early revenue.
“To heighten brand awareness and tap into our target audience of marketing directors, we needed insights into how New Zealanders feel about climate change and how their concerns affect their decision-making as consumers,” says Dave Rouse, CEO of CarbonClick.
The objective here was twofold: firstly to provide substantiated research to journalists for memorable media stories, and secondly to furnish marketing directors with hard-hitting facts that would spur them to engage CarbonClick within their own organizations.
Yabble’s insights — gleaned through our intuitive, AI-powered, user-friendly survey and insights tools — revealed a keen desire for an intensification of the green movement, as well as pronounced anxiety and a pervasive sense of powerlessness to take action on an individual level.
“Yabble’s insights enabled us to show businesses that people are actively changing their shopping habits to support brands with climate-change initiatives — and actively seeking solutions like the ones CarbonClick offers,” says Dave.
“Once our Yabble insights were in, we incorporated them into a multi-pronged marketing and PR effort spanning TV, print, and digital. The estimated reach of this coordinated campaign topped 300,000, resulting in a 600% increase in LinkedIn followers.”
The numbers don’t lie: a 600% increase in LinkedIn followers and double the monthly average of new meetings
Once the insights were in, CarbonClick incorporated them into a multi-pronged marketing and PR effort featuring a TV One interview, a digital article in Scoop, and digital and print pieces in Idealog. The estimated reach of this coordinated campaign topped 300,000, resulting in a 600% increase in LinkedIn followers in the month after the campaign.
“Our booked meeting success rate was 100% when we included Yabble insights in our lead generation,” says Dave. “It was ultimately an incredibly valuable project that helped CarbonClick more effectively target our key personas, drive early revenue, and gain a better foothold in the market.”
