Konec prokrastinace
How a Fractional CMO and a focused roadmap
helped align marketing with business results
Konec prokrastinace, led by bestselling author and entrepreneur Petr Ludwig, is one of the most respected personal development brands in the Czech Republic. Known for high-impact webinars, bestselling books, and transformative courses, the brand has earned deep trust and loyalty.
But even the best content needs a journey that converts.
That is where we came in.
About the client
Konec prokrastinace helps individuals and teams improve productivity, emotional resilience, and overall performance. With an engaged community and proven content, the brand already had most of the ingredients. The missing piece was a strategic customer journey that would drive growth more predictably.
The challenge and our customer journey perspective
At the start, there was a lot happening. Meta ads were active, email flows existed, referral potential was obvious, and the team was producing valuable content at scale.
But the customer journey lacked structure. We asked the essential questions.
- Who exactly are your segments?
- What moments influence purchase intent?
- Where do leads drop off?
- What messages actually convert?
What we found was a need for focused, sequenced marketing activities that align with real business goals. That is why we stepped in as a fractional CMO supported by the full marsmars crew, partnering closely with their internal team.
marsmars process
We started with what drives the most revenue
Meta ads were a key channel, but the targeting was too broad for their varied content offerings. We rebuilt the targeting strategy, refined creative angles, and better matched audiences to specific themes within Petr's expertise.For some campaigns, we cut the cost by up to 30 percent compared to their historical average.
Then we rebuilt the email flows
Their system worked, but friction in segmentation and unclear CTAs limited its impact. We redesigned the onboarding journey, introduced cleaner logic, and unified the visual identity across all email touchpoints. The goal was clear: turn emails into a predictable source of revenue.
Next, we prepared a referral system
The Konec prokrastinace community is loyal. We knew word of mouth was already happening, so our job was to structure it. We started crafting a referral experience that feels natural, easy to share, and rewarding.
Throughout, we worked as part of their internal team
Not just an external agency sending files. We were on calls, inside their systems, aligned on goals. This let us build momentum without wasting cycles or waiting for instructions.
Results
Meta ads cost per click lowered by up to 30%
Email marketing rebuilt for clarity, performance, and scale
New onboarding experience created to drive early engagement
Referral program designed to activate loyal fans
Ongoing fractional CMO support with a strong creative and strategy team
We were not aiming for marketing that looks good in a deck
We built a journey that delivers results in real time