Overview
Milkstraw, a cloud cost optimization company, found its real growth engine in a 90-day Ideal Customer Discovery with Superable: 30+ structured experiments across segments, geographies, and channels, ending in one clear answer. The growth engine was the website calculator funnel, where 90.6% of users went on to view their full savings details and 51.7% signed up, outperforming every outbound channel combined.
The program was a structured series of experiments designed for a go/no-go decision, not activity. Each experiment tested a specific segment, geography, channel, or buying signal against measurable results, so when the data pointed to a product-led motion, Milkstraw could redirect its growth investment with confidence, backed by 90 days of market evidence.
The Challenge
Milkstraw’s product carried a claim most cloud-heavy companies want to hear: 50%+ savings on cloud spend, at zero upfront cost. What the company did not yet have was evidence about who its ideal customer was, which market to prioritise, or which channel would carry growth. What it needed:
- A tested answer on its ideal customer, across segments and geographies
- Channel evidence: which of email, LinkedIn, and product-led motions actually converted
- Buying signals worth acting on, separated from the noise
- Certainty about where to invest next, grounded in market data rather than instinct
Our Approach
The experiment grid
We structured 90 days as a grid of 30+ experiments rather than one long campaign. Segments, geographies, and offers were tested against each other, so every result was a comparison, not an anecdote.
- Four segments tested: analytics, AI/ML, e-commerce, fintech
- Five geographies tested: UAE, KSA, Egypt, UK, Germany
- Copy variations tested head to head: manual, AI-generated, humor, runway-extension
Instrumented outbound and live buying signals
Outbound ran across email and LinkedIn at real volume, targeted by buying signals rather than static lists, with every channel instrumented so its results could be compared against the others.
- Email to 1,000+ prospects on pre-warmed domains, with A/B copy testing
- LinkedIn outreach run both automated and manual, including voice notes
- Targeting driven by live signals: open DevOps roles, funding events, AWS usage
The discovery: the growth engine was already in the product
While outbound was being measured, one funnel kept outperforming everything. Of 64 users who ran Milkstraw’s savings calculator, 58 went on to view their full savings details and 30 signed up. Calculator-to-signup beat every outbound channel combined, and competitor benchmarking pointed the same way: roughly 80% of growth in the vertical comes from referrals.
- 90.6% of calculator users viewed their full savings details (58 of 64)
- 51.7% of calculator users signed up (30 of 64)
- Calculator-to-signup outperformed all outbound channels combined
- Competitor benchmarking: roughly 80% of growth in the vertical comes from referrals
The Results
- The real growth engine identified: Milkstraw’s calculator funnel, converting 51.7% of users to signups
- 90.6% of calculator users went on to view their full savings details
- Calculator-to-signup outperformed every outbound channel combined
- 30+ experiments run across four segments, five geographies, and multiple channels in 90 days
- Competitor benchmarking validated the direction: roughly 80% of growth in the vertical comes from referrals
- A clear recommendation, invest in product-led growth and referral acceleration, that Milkstraw funded with confidence
The Milkstraw engagement shows what an Ideal Customer Discovery is for: 90 days of structured market testing turned an open question into a decision the company could fund. When the data says a channel is not the one, we say so; here it said the growth engine was already inside the product, and Milkstraw redirected its investment with confidence. That signal discipline is how Superable runs one go-to-market engine that flexes across several channels at once instead of several disconnected vendors, the model we call Elastic GTM, grounded in GCC B2B GTM evidence rather than instinct.