Case Study: Mixpanel achieves 200% increase in signup volume with RollWorks

How Mixpanel used ABM to support their shift to a freemium, product-led growth model

Mixpanel, a product-analytics leader used by thousands of apps, faced a go‑to‑market shift from a traditional sales‑driven model to a freemium, product‑led growth strategy. To reach small, high‑growth startups and scale beyond a narrow set of enterprise targets, Mixpanel expanded its digital ABM program with RollWorks, using RollWorks’ ABM platform, Account Scoring, and the RollWorks‑Marketo integration to support the new SMB buying journey.

RollWorks powered targeted ABM campaigns, retargeting of free users, account scoring to prioritize the top 15–20% of accounts (roughly 1,000–2,000), and dynamic creative via the Marketo sync to automate lists and personalization. As a result, Mixpanel saw a 200% increase in signup volume (2020–2021), a 98% increase in LTV sourced from paid channels, a 13% lift in CTR from new ads, about a 60% increase in conversion rates, and a 30% reduction in CPA — outcomes Mixpanel attributes directly to RollWorks.

Mixpanel

Cody Nguyen

Growth Marketing Manager