Case Study: Facebook improves B2B activation strategy with Candu

Facebook’s 7 friends in 10 days lesson with Candu

Facebook, a major social media company, was struggling to define and measure a consistent activation metric for its B2B product, a common challenge in the enterprise space where multiple user journeys and personas complicate the process. This made it difficult to establish a reliable North Star metric for guiding product development and growth.

The vendor, Candu, provided a strategic framework rather than a specific product. Their solution involved identifying key user personas, creating unique funnels for each, and understanding the precise moment the product delivered value to streamline the user journey. By applying this recipe, Facebook was able to distill its complex activation process into a simple, powerful metric, similar to its consumer-side "7 friends in 10 days" benchmark, which oriented the entire company toward delivering value more efficiently.

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