ENIOLA ADEJUMO

ENIOLA ADEJUMO

Product Marketer

Hi, I’m Eniola Adejumo, a Product Marketing professional and current PMA Scholar with Product Marketing Alliance, passionate about helping SaaS companies drive customer engagement and retention.

With 3+ years of experience in social media strategy and content development, I currently support the product marketing function at Bunce, a SaaS customer engagement platform, where I craft messaging, contribute to sales enablement content, and help execute insight-driven campaigns that connect product value to customer needs.

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CASE STUDY ONE

How Midddleman Increased Customer Activation by 200% Using Bunce

Midddleman is a fintech that simplifies cross-border trade for African businesses. Despite growth, they struggled to activate new users effectively, many dropped off before completing key steps, such as BVN verification or making their first transaction.

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The Challenge

Limited visibility into real-time user behavior
Low activation rates among new users
Manual, slow onboarding optimization
Fragmented analytics across teams

Goals

Automate onboarding communication
Track user drop-off points with behavioural insight
Empower marketing with data-driven tools
Increase first-transaction completions within 7 days

▪Automate onboarding communication

▪Track user drop-off points with behavioural insight

▪Empower marketing with data-driven tools

▪Increase first-transaction completions within 7 days.

My Role at Bunce

Created the content brief that structured the entire case study
Co-led interviews with Midddleman’s marketing and leadership team
Wrote the full case study in alignment with Bunce’s messaging and brand voice
Collaborated with design and social media teams to position the case study as a solution showcase and lead generation asset
Designed and implemented the email campaign workflow that delivers the case study to new subscribers upon sign-up, turning it into a lead capture and nurturing tool

Created the content brief that structured the entire case study
Co-led interviews with Midddleman’s marketing and leadership team
Wrote the full case study in alignment with Bunce’s messaging and brand voice
Collaborated with design and social media teams to position the case study as a solution showcase and lead generation asset
Designed and implemented the email campaign workflow that delivers the case study to new subscribers upon sign-up, turning it into a lead capture and nurturing tool

The Solution (What Bunce Delivered)

Created event-triggered, behavior-based onboarding workflows
Tracked user actions like wallet funding, verification, and first transactions
Personalized communication across email, SMS, and push
Enabled fast campaign iteration with minimal developer support

▪Created event-triggered, behaviour-based onboarding workflows

▪Tracked user actions like wallet funding, verification, and first transactions

▪Personalized communication across email, SMS, and push

▪Enabled fast campaign iteration with minimal developer support

Results

200% increase in customer activation (measured by first transaction) in 30 days
Reduced onboarding churn and improved user guidance
Positive user feedback on onboarding clarity
Marketing team became less dependent on developers for campaign execution
Boosted confidence in scaling user acquisition

▪200% increase in customer activation (measured by first transaction) in 30 days

▪Reduced onboarding churn and improved user guidance

▪Positive user feedback on onboarding clarity

▪Marketing team became less dependent on developers for campaign execution

▪Boosted confidence in scaling user acquisition

Key Learnings

Strategic onboarding flows improve both retention and satisfaction
PMM-led content (like case studies) can serve as high-impact sales enablement
Cross-functional collaboration strengthens content outcomes and distribution

▪Strategic onboarding flows improve both retention and satisfaction

▪PMM-led content (like case studies) can serve as high-impact sales enablement

▪Cross-functional collaboration strengthens content outcomes and distribution

Interested in the strategy behind this case study?

From content briefs and customer interviews to campaign workflows and cross-functional collaboration, I bring structure, insight, and storytelling to every marketing asset.

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