Dante AI: Growth and Funnel Optimization for a Leading GenAI Company

Company

Dante AI is a SaaS platform that offers AI and machine learning (ML) solutions for small and medium-sized businesses (SMBs). The company provides tools like chatbots and virtual avatars to help streamline operations and improve decision-making.

Based in San Francisco and London, Dante AI earns over $1 million in Annual Recurring Revenue (ARR) and is known for its innovative solutions in the AI/ML space.

Situation

The Founder and CEO of Dante AI reached out for a strategic review to understand why their customer acquisition funnel, which had previously worked well, was now performing less effectively. Despite strong initial growth, the company began to see a slowdown in conversions, which was concerning as they aimed to raise venture capital soon. The team could not afford a drop in performance and needed to identify the root causes of the declining funnel efficiency.

Actions

After an initial discovery phase, we conducted a strategic workshop to review Dante AI’s go-to-market strategy. Using our proprietary framework alongside the AAARRR framework (Awareness, Acquisition, Activation, Retention, Revenue, Referral), we evaluated the company’s KPIs and identified several key insights, including:

• Ad Creatives & Platforms: We recommended shifting from LinkedIn Ads to more effective channels like Meta Ads, which better target SMBs.

• Landing Pages: Our audit showed that the value proposition was not clearly communicated on the landing pages, leading to low user engagement.

• Product Experience: The onboarding UI was cluttered, overwhelming new users and causing high drop-off rates during the trial period.

• Product Focus: We advised the company to concentrate on their core product, which accounted for 95% of their traction, instead of splitting focus with a newer, more complex product.

• Free Trials: The current free trial model was creating misleading performance data, affecting ad targeting. We recommended prioritizing paid conversions to provide more accurate growth indicators, especially for a bootstrapped company like Dante AI.

These were just some of the insights we delivered, helping the team refine their strategy to improve performance and increase traction.

Results

Our workshop and analysis revealed several opportunities in Dante AI’s funnel:

• Advertising Strategy: By shifting from LinkedIn to Meta Ads, the company better targeted SMBs, leading to improved ad performance.

• Improved Product Messaging: The revised landing pages clearly communicated Dante AI’s unique value proposition, increasing user engagement and activation rates.

• Focus on Core Product: Our recommendation to concentrate on the legacy product, which was already well-received, helped the team streamline development efforts and avoid distractions from new product innovations.

• Free Trial Optimization: By reducing reliance on free trials and focusing on actual conversions, Dante AI gained a clearer understanding of its customer base and fine-tuned marketing campaigns for sustainable long-term growth.

Ultimately, this strategic intervention helped Dante AI regain control over its growth trajectory, boosting the CEO's confidence as they prepared for their next fundraising round.

Context

• Capabilities: Marketing strategy, go-to-market audit, customer acquisition funnel optimization, AAARRR framework, executive coaching, creative optimization, landing page audit

• Technology: LinkedIn Ads, Meta Ads, Webflow, Canva

• Locations: San Francisco, California; London, United Kingdom

• Industries: AI/ML, SaaS, GenAI