Upwork Investor Day Presentation Deck
Key Marketing and
Acquisition Growth
Levers for 2021 and
Beyond
Marketing
1
Launched our work
marketplace marketing
efforts to build
awareness and
drive demand
June 2021
2
Expanding paid
acquisition reach by:
Expanding SEM keywords and
mobile SEM conversion
optimizations
Growing international
presence +40% YoY via
keyword expansion globally
Shifting to new brand
messaging across channels to
improve CTRS
© 2021 Upwork Inc. Proprietary and confidential. Do not distribute.
3
Improving conversion
rates by:
Matching intent to best product
lines
Improving CLTV model to
optimize client keyword bidding
4
Automating and scaling
SEM and social through
proprietary bidding tool:
Increasing registration-to-Start
conversions through better
client onboarding
Aggressively supporting
Enterprise Sales land and
expand efforts
Optimizing reactivation and
retention efforts by moving
to more holistic marketing
automation
56View entire presentation