[Customer case]
Toggl Plan

How we achieved over 100% growth in # of customer acquisition and 250% increase in
ICP trial starts


Toggl Plan is a work management tool for digital creative agencies, consultancies, and software implementation teams. It was built to help teams deliver projects on time without burning out. 

Since we’re all about work-life balance, we were super happy to get on board and help spread more of that goodness! 

At the beginning of our partnership, Toggl Plan needed help with a growth strategy that would take them in the right direction of acquiring the right-fit customers and increasing conversions. So we dove into it head-on with customer research because strategy is never a shot in the dark. 

The outcome? We identified Toggl Plan’s Ideal Customer Profile (ICP), redefined their messaging and adjusted their positioning. In their words, our efforts have successfully put them in front of the right audience, which led to a tremendous increase in acquiring the right-fit customers.

What else did we do? Read on to find out!


The starting point ⚡️

Things Toggl Plan wanted us to help with:

  • Build a growth strategy.
  • Increase their acquisition of right-fit customers.
  • Increase conversion rates on their marketing channels.
  • Refine their content marketing strategy.
  • Adopt a systematic approach to paid advertising and campaigns

Why they chose to work with us 🙏🏼

  • The Advance B2B approach of working in sprints. 
  • Our deep understanding of growth marketing and love for experiments. 
  • Our methods and experience in conducting customer research.
  • Our expertise and responsiveness in answering questions from the get-go.

Here are some examples of work we have done for Toggl Plan:

We had the chance to carry out many growth efforts during our cooperation. For example:

  • We conducted customer research and discovered their Ideal Customer Profile (ICP).
  • We redefined Toggl Plan’s messaging to resonate with their ICPs in their target markets.
  • We crafted a paid acquisition strategy and created ad copies. 
  • We conducted a content audit and produced a comprehensive content strategy. We also planned, wrote and optimized blog posts, product pages and paid acquisition specific landing pages.


  • The number of ICPs acquired for trial.

Results 🎯

  • We discovered Toggl Plan’s ICP and refined their messaging, which trickled into their content and design. 
  • We grew from acquiring 400 ICPs trial starts each month to acquiring close to 1000 ICPs trial starts each month (that’s a 250% increase). 
  • Toggl Plan’s YoY revenue increased by 40%
  • On customer acquisition: They went from casting a wide net based on product features to acquiring ICPs in project management, task management, and resource management. 


Advance B2B helped us clarify our ICP. As a result, we were also able to clarify our positioning and redefine our messaging. That has given us a solid foundation to explore different things further in all the marketing channels that we’ll be using from now on.

Jitesh Patil

SEO & Content Specialist, Toggl Plan

Top highlights ✨

Our first sprint with Toggl Plan started in July 2021. ❤️

The biggest highlight from this cooperation was helping Toggl Plan with its growth strategy. Prior to their engagement with Advance B2B, they didn’t have specific KPIs to start with. 

ICP acquisition became a core metric to measure after defining their ICPs through customer research and refining their messaging and positioning. The goal was to acquire 1000 ICPs per month by the end of December 2021, and we’d hit that goal in November 2021. 

We also had a lot of room to experiment with various campaigns, which resulted in concrete conversion results. 

Want to try it too?

If you’d like to talk to us about working together, your best bet is the chat window on your right.

Alternatively, you can fill out this handy little form and we’ll get back to you within the next 24 hours (unless it’s the weekend or a national holiday, in which case we might take a tad longer.) 🎅🏻

You can also book a time directly from our calendar. ⬇️