LR🪐

Over 7,000 people from 40+ countries came to Moonshot by TechCabal this year! It was my fourth year leading marketing for it. Since the first edition, attendance has grown 3.1x and ticket revenue 12.5x. I like to think back to 2023 when I had just become Growth Lead. I struggled to delegate, had no real marketing systems, and knew little about events beyond my core skill, performance marketing. Four editions later, working on Moonshot has made me a far better and more rounded Growth professional. After three years achieving incredible milestones, the work can start to feel routine. So this year, I took on some of the most exciting projects of my career: → I built dynamic website timers and a pop-up deployment tool with time-based messaging complete with GA4 tracking. A pop-up subscription alone used to cost us $195/month → I set up conversion tracking across Meta, TikTok, Snapchat, Twitter, LinkedIn and Google Ads, with server-side tracking through Stape. We averaged 14X ROAS on Snapchat and around 15X on Meta (Both wild to me). → I made GA4 our source of truth, with cross-domain tracking (since we sold on an external site) and proper exploration funnels. This showed me our conversion rate, which platforms sold which ticket tiers the most, which days performed best and why. → I tested more than 80 sets of creatives in six weeks. It's true what they say: the marketer with the most creatives wins. None of it would have mattered without an exceptional team which is why I'd specifically like to thank the core marketing team @Tranquil_inks, @joshuer_x, @David_Onugha, @AlexVivyNnabue, first for attending my daily stand-ups, pushing so many strong social, email, influencer and community-led initiatives and generating such a buzz that people were hunting for Moonshot tickets across nearly every social channel. To the design team:@aderemi_adesida, @osazeyyh @chechekalu thank you for being even more audacious this year, infusing motion and other interesting elements and creating a brand identity so recognisable that people now easily associate certain colours and patterns with Moonshot. To the video team: @AbisolaAlawode, @aquila_creator @TEEETO_A for creating an extremely strong base with the launch videos and transforming our briefs into such high-quality videos. What started as a Slack thread is now one of the most important tech conferences in Africa and next year, we become a truly global destination!