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Tronando is a newsletter about finance, cryptocurrency, the market, economy... He talks about current events in a weekly edition that helps young people (and not so young people) to learn about current events and the economy in a simple and pleasant way. “Catch up to date with the world with a touch of humor! 🤘🧠”
In January 2023, Belén, CEO of Tronando, contacted us to improve their marketing strategy. At that time, Tronando had 1,000 subscribers that were generated offline and with low growth volume. In addition, the founder had only 700 followers on LinkedIn and her newsletter did not generate income.
Belén explained to us that her goal was to increase the leads of the newsletter and begin to monetize this channel. His vision was clear: to expand the audience and transform his newsletter into a viable source of income, maximizing his potential in a competitive market.
As we have never done before... We sign up for the challenge 🧠
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The partnership between Tronando and Insurgente was based on effective strategies that transformed subscriber acquisition and digital presence. Insurgente prepared a strategy divided into 3 main channels:
1. Demand generation via organic content on LinkedIn to generate a source of inbound leads, and provide personal branding to give authority to tronando.
2. Lead capture: A lead generation system with automated messaging was developed that allowed us to give visibility to Tronando and get recurring subscribers with a well-segmented database and successful copy. On the other hand, campaigns were created to target university professors to give seminars on economics, which would help to generate more subscribers (career students) and authority (due to the prestige of universities). By developing a creative with a QR on a tablet, Belén succeeded in attracting subscribers among the mentioned students.
3. Business acquisition: A dual DataGen + LeadGen strategy was developed to attack CMOs and offer them the possibility of sponsoring the newsletter.
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What were the results?
1/ Demand generation worked quite well, so the founder's account exceeded 6,000 followers, 1M impressions and was selected as Top Voice by LinkedIn due to this high growth.
2/ Lead generation via LinkedIn (automated messaging) was also fruitful as +10 seminars were obtained, +20 sponsors (including Axa, Degiro, Crowmie, etc.), in addition, thousands of subscribers were generated through this channel.
3/ Business acquisition. Tronando went from having no billing or equipment, to exceeding 11,000 subscribers in a few months, being 5 people in Lanzadera and working with dozens of sponsors who pay for several monthly editions.
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Thanks to these efforts, in just 1 year we helped Belén to expand Tronando, capture a good volume of business and finally carry out an EXIT Selling Tronando to another important newsletter called Zumitow for an unannounced figure.
And for our part, one more success story where our technology and way of doing things are demonstrated, and of course a generation of business for us and the customer. And nothing better than seeing Bethlehem's happy face.
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