Moonlight

Company Overview and Background

Moonlight is a creator analytics platform—basically a marketplace that connects influencers to brands so they can drive product adoption and measure their marketing impact. They sit at the intersection of B2C and B2B, so on one hand, they serve creators who use the platform as a consumer-facing tool; on the other hand, they’re a business solution for companies seeking fresh ways to reach new audiences. When they reached out to us, they were heading into a new phase of growth and were preparing to raise their Series C funding, so they needed a future-proof MarTech approach that could handle a lot of expansion.

How It All Started

Right away, we noticed Moonlight’s biggest challenge was that their internal departments—like, marketing, product, and CS—were all charting their own tech paths without a unifying strategy. Teams had various pieces of software and processes that got the job done, but nothing was truly integrated. They also wanted to transition to a self-serve onboarding model so that creators could sign up, explore, and activate on their own—no complicated manual pipeline required.

We didn’t really start with a formal audit per-se since everything was mostly new; instead, we jumped in and began looking at the day-to-day ops of Moonlight’s core teams. By chatting with their marketing leads, product folks, and others, we got a sense of the organic way their workflows had sprouted. They had some strong, intuitive processes, but those processes hadn’t scaled well as Moonlight’s user base grew:

Gaps in Analytics and Data

• Moonlight wanted to identify which marketing channels brought in the best users, how users progressed through the product tutorial, and where they were getting stuck. Yet much of their data lived in multiple separate systems—some in marketing dashboards, some in the product database, some in older email tools. Because nothing was aggregated, the team spent too much time sifting through partial data, leaving them stuck in Excel and uncertain about which channels actually moved the needle.

Shifting Onboarding Model

• Previously, the team would personally guide creators through setup. Now that they wanted a product-led approach, sign-ups no longer had guaranteed human interaction. That meant marketing needed a new way to show users where to click, how to set up their accounts, and how to navigate key features. Without a guided onboarding flow, folks were signing up, clicking around for a bit, and never returning because they didn’t see how they might use it day to day.

Modular Growth vs. Quick Fixes

• Leadership recognized that short-term solutions might speed things up today but could become roadblocks tomorrow. They didn’t want to keep hopping from one platform to another each time they outgrew it. Instead, they asked us to help them stitch together a MarTech strategy that could adapt and expand along with their business.

Rising Need for Customer Support

• The newly formed CS department was handling incoming tickets and questions through a shared email inbox and a few spreadsheets. This was workable when the creator base was small, but as more influencers signed up, it was nearly impossible for the CS team to track each issue, prioritize it properly, and resolve it within a reasonable timeframe.

All these insights came not from a top-down audit but from sitting with their teams and watching them work. We saw how a conversation in one department never made it to another and how marketing tried to track user sign-ups without having access to real-time backend data. It was clear our job involved more than just picking some tools; we needed to build a culture around data-sharing.

Key Projects and What Happened

Migrating to a More Robust Marketing Automation Platform

Moonlight had been using Klaviyo to send manual, one-size-fits-all campaigns. With their upcoming Series C and higher volume of sign-ups, that approach was becoming unmanageable. We helped them switch over to Braze, coordinating closely with their development team to track key user events (like completing an account setup or clicking into a product tutorial). This shift enabled automated and behavior-based outreach, so when a new user failed to complete onboarding, for instance, a timely email nudge would go out—no hand-holding required. It also let them set up special holiday or product-release campaigns without tying up the marketing team’s bandwidth every time they wanted to do a blast.

Revamping the Website for Dynamic Content

Moonlight’s marketing team needed a site they could adjust on the fly, especially given their fast-changing product offerings and collaborations. We introduced Webflow to create a more user-friendly CMS, so updating design elements or text wouldn’t require a developer. Then, to support their desire for real-time product content—like new product lines or brand campaigns—we used Zapier integrations. Instead of manually pasting product info onto pages, the site automatically refreshed itself with the latest updates. This freed the marketing team to focus on real strategy, rather than routine maintenance work.

Helping Building Self-Serve Onboarding

As Moonlight shifted from a traditional sales-led approach to a self-serve model, they realized users were signing up but not always sticking around long enough to find the value. We introduced Chameleon to power in-app walkthroughs, tooltips, and onboarding flows. Instead of waiting for a sales rep to schedule a meeting, new creators could explore on their own. Where we saw higher drop-off—say, at the step where a user needed to verify their account or add a profile photo—we set up automated prompts or emails (sent through Braze) that guided them forward.

Gaining Visibility into User Journeys

Before we got involved, Moonlight’s data was scattered across multiple platforms—some stuck in older email tools, some in their product database, and some in marketing dashboards. They wanted to understand which channels drove the best sign-ups, where new users got stuck in the funnel, and how different segments of influencers behaved. We did some of the backend and user-tracking work that helped them unify this session-level data, and using their under-used FullStory account, set up visualizations that pulled together everything from click behavior to funnel drop-offs. This gave their marketing and product teams a clear picture of who was activating and who wasn’t—and let them iterate rapidly on messaging, onboarding flows, and feature improvements.

Centralizing Customer Support

Lastly, as Moonlight’s customer success (CS) function became a standalone department, they needed more than shared email inboxes and spreadsheets to manage the flood of user questions. We introduced Zendesk as their central ticketing system, giving the CS team a unified view of each creator’s account history, product usage, and previous issues. The benefits went beyond mere ticket intake: marketing could see when a power user was hitting a snag, and product teams could identify repeated friction points. This closed the loop across all departments, ensuring user feedback didn’t get lost and that every influencer, from newbies to bigger names, got consistent, timely support.

Impact

After these projects took hold, Moonlight saw immediate improvements in their day-to-day workflows:

• Clearer Path for New Users
• The self-serve onboarding reduced the number of incomplete sign-ups, and overall user satisfaction rose because folks understood how to get value out of the platform more quickly. The marketing team loved seeing exactly where people dropped out, giving them a roadmap for ongoing refinements.
• Stronger Insight into Growth
• With data integrated, they were able to look at which acquisition channels brought in sign-ups who actually became active. This let them double down on their most fruitful traffic sources while cutting back on dead-end ones.
• Freedom to Experiment
• Because the new MarTech stack was modular, the team felt comfortable trying fresh ideas. They didn’t worry about painting themselves into a corner with a rigid system. This mindset shift opened the door to faster iterations on campaigns, onboarding flows, and support processes.

Why We Enjoyed This Project

Working with a younger company that’s on a serious growth trajectory always injects a bit of excitement into the process. We enjoyed how open Moonlight was to rethinking their workflows—there were a few bad habits to unlearn (looking at you Excel) but far less than we see with more mature clients. Instead, they were hungry for better ways of doing things and genuinely interested in building an environment where data flows seamlessly between departments.

We also loved the chance to take on a more strategic, consultative role. Rather than just plugging in systems, we got to guide them on how to shape their MarTech vision for the long haul. Our roots are being client-side, so we’ve definitely been in similar seats 2 years from now where you end up outgrowing everything, so we were happy to help them hopefully avoid that.

Finally, it was cool to see how their mix of B2C and B2B challenges pushed us to think differently about campaign strategy, onboarding structures, and data integration. We’re very much B2C focused, and plan to stay that way, but don’t mind dipping a toe into the B2B world every once in a while.

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