Logistics, Freight: Mudflap case study: 150% higher conversion on a validated ICP
Mudflap's ICP rested on untested assumptions. Phi used outbound to find the true serviceable market, then moved the spend there.
Logistics · FreightOutcome: Mudflap results
The right segment, found with data.
- 150%Increase in conversion rates after targeting the validated ICP
- 40%Reduction in CAC
- 3xMarket share growth in mid-sized fleets
- 50-200Ideal fleet size identified
- 100%Clear product roadmap, built on validated customer needs
Before Phi: The challenge at Mudflap
An ICP nobody had tested.
- 01
Unclear ICP
The ideal customer was assumed, not validated by market data.
- 02
Wasted spend
Money went to poor-fit segments, with high CAC and low conversion.
- 03
Missed segments
High-value segments were overlooked on preconceived ideas.
The work: What Phi did for Mudflap
Test the market, then target it.
- 01
ICP refinement
Market analysis and customer interviews to challenge assumptions.
- 02
Targeted outbound
Separate campaigns per segment, each with its own value proposition.
- 03
Rapid experiments
A system to test segment hypotheses quickly.
- 04
Segment messaging
Messaging written for each segment.
Findings: What the tests showed
Mid-market, not enterprise.
Segmentation
Testable segments by fleet size, geography and operating model.
Measurement
Response, conversion and CAC tracked per segment.
The pivot
Fleets of 50-200 trucks converted better, at lower CAC, than enterprise.
Testimonial: Mudflap, in their words
“Phi's data-driven approach to GTM completely transformed our understanding of our market. They helped us find our true product-market fit, which has been the foundation of our growth ever since.”
Talk to us: The same system, pointed at your number.
A 30-minute call on your market, your GTM and what is not working. We will tell you if Phi is the right fit.
Talk to Phi