Allwhere

Client Overview

Allwhere is an IT asset management leader that helps businesses streamline their IT logistics for remote and distributed teams. As remote work continues to rise, Allwhere’s platform addresses the logistical, security, and scalability challenges companies face when managing IT assets across a dispersed workforce. This case study explores how Ascend Labs helped Allwhere implement two customized funnels to enhance their customer acquisition strategy, each uniquely designed to attract, engage, and convert high-quality leads.

The Challenge

Allwhere faced the challenge of efficiently converting new prospects into qualified leads and, ultimately, paying customers. The company needed to:

1. Drive high-quality traffic through targeted outreach.
2. Engage potential clients by clearly communicating the tangible benefits of their solutions.
3. Convert this interest into booked consultations, guiding leads through the buying journey with an educational and persuasive approach.

To meet these goals, Ascend Labs designed two distinct customer acquisition funnels — one leveraging paid ads and another built around organic content — to capture different types of leads and nurture them through to conversion.

Funnel 1: Paid Advertising Funnel – Immediate Engagement and Conversion

Objective: Use paid ads to capture attention, direct traffic to an in-depth video case study, and ultimately drive consultation bookings from high-intent prospects.
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Solution

Ascend Labs created a high-impact, three-phase funnel to move leads from awareness through to conversion by leveraging targeted paid advertising on social media platforms.
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1. Top-of-Funnel (TOFU) – Paid Ads on Instagram & Reddit
   To capture attention quickly, Ascend Labs developed visually engaging, targeted ads that ran on Instagram and Reddit. These ads highlighted Allwhere’s “Zero-Touch IT Asset Management” and addressed common pain points such as logistical complexity, equipment security, and remote support. Designed with compelling visuals and concise messaging, the ads were aimed at IT decision-makers facing similar challenges, encouraging them to learn more about Allwhere’s solutions.
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2. Middle-of-Funnel (MOFU) – Video Case Study on Allwhere’s Website
   Upon clicking the ads, users landed on a dedicated page featuring a detailed video case study with DroneDeploy, a major client of Allwhere. This case study was meticulously crafted to go beyond surface-level benefits, illustrating in a narrative format how Allwhere’s platform improved IT logistics, reduced setup times, and offered seamless support to DroneDeploy’s team. The video dived into specifics, discussing aspects like equipment setup, retrieval processes, and the comprehensive ongoing support provided by Allwhere. By using a real client’s story, the case study resonated on an emotional and practical level, helping potential leads envision the impact of Allwhere’s platform on their own organizations.
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3. Bottom-of-Funnel (BOFU) – Call-to-Action for Booked Consultation
   At the end of the case study, a prominent call-to-action invited interested viewers to schedule a consultation. This strategic placement aimed to capture high-intent users who had just seen a real-world example of Allwhere’s value. By guiding users from informative content to an actionable step, the funnel ensured a smooth transition for those ready to take the next step, maximizing the effectiveness of each touchpoint along the journey.
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Results of Funnel 1

This funnel delivered outstanding results, generating a significant increase in qualified traffic and consultations. The paid ads funneled thousands of new, high-intent visitors to Allwhere’s website, while the case study content engaged them deeply. This process led to hundreds of consultation bookings, a crucial metric indicating that the funnel successfully converted interest into tangible, actionable leads.

Funnel 2: Organic Social Media Funnel – Authority Building and Lead Nurturing

Objective: Establish Allwhere as a thought leader in IT asset management through valuable organic content, nurturing leads with educational resources, and guiding them toward conversion via a structured email sequence.

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Solution

Ascend Labs implemented a content-driven approach focused on building long-term engagement and credibility. This funnel targeted users who engage deeply with educational content, establishing Allwhere’s authority and moving leads down the funnel at a steady pace.

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1. Top-of-Funnel (TOFU) – Organic Content on LinkedIn & X (Twitter)
   Ascend collaborated with Allwhere’s leadership to craft a series of educational and engaging posts tailored for LinkedIn and X. This content highlighted Allwhere’s expertise through client success stories, industry insights, and practical tips for IT asset management in remote work settings. The posts were designed to spark conversations and foster a community around Allwhere’s brand, positioning the company as a trusted resource in the industry. By focusing on valuable, founder-led insights, Allwhere built authentic engagement with a following of decision-makers and potential clients.
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2. Middle-of-Funnel (MOFU) – Lead Generation with a Free Guide
   As engagement grew, followers and interested users were directed to download a high-value, gated guide on IT asset management best practices. This guide offered in-depth information on common IT logistics challenges and solutions, positioning Allwhere as a knowledgeable partner. By capturing users’ contact information through the guide download, Ascend set up a direct line to nurture these leads further, while the guide itself reinforced Allwhere’s credibility and authority in the field.
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3. Bottom-of-Funnel (BOFU) – Email Nurture Sequence
   After downloading the guide, leads entered a structured email nurture flow, each email providing additional insights into Allwhere’s platform and addressing key pain points in IT asset management. The sequence included case studies, industry tips, and a clear outline of how Allwhere’s solutions could simplify asset management. This gradual, educational approach allowed leads to fully understand the benefits of Allwhere’s services, making them more likely to book a consultation. By the end of the sequence, recipients were primed with knowledge and confidence in Allwhere, increasing their likelihood of conversion.
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Results of Funnel 2

The organic funnel successfully built a steady pipeline of engaged leads and enhanced Allwhere’s brand authority. The free guide captured contact information from high-intent users, while the email sequence nurtured these leads toward the final call-to-action. Over time, the organic approach proved effective in creating a loyal audience that trusted Allwhere’s expertise and saw the company as a go-to resource for IT asset management.

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Overall Impact

Ascend Labs’ two-funnel strategy allowed Allwhere to capture diverse audience segments and address them in tailored ways:
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• Funnel 1 (Paid) provided rapid conversions by driving targeted traffic from ads to an in-depth video case study, directly converting interest into booked consultations.
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• Funnel 2 (Organic) fostered sustainable engagement, establishing Allwhere as a thought leader in the industry. By capturing leads with valuable content and nurturing them through email, the organic funnel created a steady flow of informed and interested prospects.

Together, these funnels not only drove growth but also solidified Allwhere’s position in the competitive IT asset management market. This case study highlights the effectiveness of using both immediate and long-term strategies to capture and convert leads, showcasing Ascend Labs’ expertise in building versatile, results-driven customer acquisition strategies.