ClickUp is one of the fastest-growing SaaS companies in the world, amassing more than 10 million users since 2017. The “everything app for work,” ClickUp empowers teams to save time, get more done, and become more productive than ever.
Project management, team communication, docs, and AI – ClickUp brings them all together in one app.
They don’t just ship products fast. They’re also a marketing powerhouse, operating with a velocity most B2B companies only dream of.
Motion helps ClickUp’s creative and growth teams get on the same page, so they can analyze creative performance as fast as they ship new ads.
I sat down with Andie Weisenburger, Sr. Performance Marketing Manager at ClickUp, to find out where their success stems from.
Here’s what she told me ⬇️
ClickUp has one of the most powerful content engines in B2B. Their organic content has been going viral on TikTok, where they’ve garnered 360K+ followers and ~10 million likes.
If you’re on TikTok, you’ve probably seen their ultra-viral skit about an HR meeting that “goes too hard,” which has nearly 20m views.
The strength of ClickUp’s organic content helps the paid media team...
They can also use the characters from their organic content in paid ads, like this ad that features one of the “HR guys” from the viral skit above:
ClickUp's media buyers meet with the content and copywriting teams on a regular basis to brainstorm new ad ideas. They use Motion's Creative Research to collect ad ideas and prepare for these sessions.
“Prior to the brainstorms, we like to go through some of the ad collections to get ideas we can bring into our creative testing.”
The media buyers tell the creatives what assets they need and provide examples. Then, the creatives get to jump in with changes to the examples, or just pitch their own ideas.
It’s easy to see how ClickUp benefits from this cross-team collaboration. Bringing creatives into strategy discussions unlocks new ideas, which is key for testing with velocity.
Andie told us, “We’ve always had an emphasis on testing and velocity, but this year especially we’ve been ramping up the volume of tests and the output each week.”
The ClickUp team has strong systems and structure in place to achieve their ambitious goals around testing velocity.
Every ad ClickUp runs has a clear hypothesis, which is tied to a pillar of the organization. This is crucial for testing – you need to have a prediction for what the ad should do in order to judge whether it’s effective or not.
Andie’s team uses comparative reports in Motion to get a quick birds-eye view of how those hypotheses and pillars are performing against each other.
ClickUp’s emphasis on testing and velocity helps them win in their hyper-competitive space, but it also creates new challenges.
“We started to see a disconnect where the creative team wasn’t able to see what was winning, and the leadership team didn’t have a full grasp on just how much we’re putting into market.”
The creative team wasn’t getting full visibility into performance data, which meant even though they were running a lot of tests, they weren’t learning from them.
So, while Andie and her team were achieving their goals of testing and velocity, they weren’t seeing the full benefits of their increased efforts. They needed a way to compound on learnings and optimization opportunities.
When Motion popped up in Andie’s instagram feed, she saw a solution.
The biggest obstacle was a lack of time. Report-building can take hours, and ClickUp’s focus on testing requires a lot of reports. The media buyers didn’t have time to build all those reports manually.
Motion cuts report-building time from hours to seconds, saving ClickUp’s media buyers hours every week. And because ClickUp’s naming conventions are so strong, other teams have gotten involved in reporting.
ClickUp’s internal marketing, copywriting, and content teams like to test new messaging through paid social.
“The weekly reporting on those tests used to fall on myself or my team, and now those teams are taking over the reporting. So that’s been a very big win for everyone.”
All the media buyers have to do is duplicate a report and add the new campaign ID. Whoever pitched the test can track weekly updates themselves.
Motion also gives leadership a quick and obvious view into the number of creatives being launched as well as what’s scaling and what’s winning. This saves Andie time on her reporting and highlights the absurd volume of ads her team is shipping.
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