Zip’s Growth Team Expanding TAM and Optimizing Creative for Sustainable Lead Gen with Primer

Erwin Cai, Growth Manager at Zip, faced declining lead gen results as audience fatigue set in. With a specific segment to focus on, simply increasing budgets wasn’t an option. Erwin needed a sustainable strategy to keep capturing leads.

We constantly wrestle with audience burnout.

The Problem: Maximizing Limited TAM

After months of promotion, Erwin’s more niche B2B audiences had hit a high frequency of ad impressions and he needed to find ways to continue to grow reach, specifically on Meta, so conversion rates wouldn’t drop. He explained, “With how hyper-focused our audiences and campaigns can be...we constantly wrestle with burnout.” Erwin couldn’t just spend more within the same saturated audiences. He needed to re-engage them while expanding to fresh prospects.

We don’t have a very large audience size to go after, and that was the primary driver of why we ended up coming to Primer – because of your exceptionally high match rates.

The Hypothesis: Leverage Primer for Wider Reach and Optimize Creative

Erwin hypothesized partnering with Primer to tap into expanded audience pools, alleviating fatigue. Combined with frequently refreshed ad creative, this two-pronged approach would sustainably grow reach and harvest interest.

Erwin Cai from Zip shares how Primer made audience match rates higher on Facebook.

The Solution: Iterative Testing for Expanded TAM and Re-Engagement

Erwin rolled out coordinated tests to both extend reach within his ICP and optimize lead gen:

Prospecting Expansion

Partnering with Primer provided access to new target audience segments, increasing overall reach.

Creative Refreshes

Frequently alternating ad creative and messages re-engaged saturated audiences.

Together, tapping new prospects and optimizing creative enable sustainable lead generation within a limited target market.

Erwin Cai from Zip shares how Primer helps their growth team mix the content and creatives that they serve.

The Impact: More Leads and Lower CPL

The expanded prospecting and optimized creative succeeded in boosting leads:

• Primer partnership expanded prospect reach, allowing brands new audience segments.
• Regularly updated ad copy and creatives re-engaged tired audiences, restoring conversions.
• Overall lead volume grew while costs per marketing qualified lead decreased.

Erwin viewed this as a win, allowing him to both broaden his audience and maintain ongoing engagement and campaign efficiency. 

Primer has some of the biggest B2B audiences on Facebook.

Conclusion: An Ongoing Expansion and Optimization Framework

For growth managers like Erwin, sustainable lead generation requires coordinating audience expansion and creative optimization. This allows brands to continually reach fresh prospects while re-engaging existing ones.

By tapping new audiences through partners and iteratively testing ads, the journey to maximize lead gen is ongoing, not a one-time initiative.

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