About Xometry
Xometry is a leading AI-enabled marketplace for on-demand manufacturing, transforming one of the largest industries in the world. With its proprietary technology, Xometry creates a marketplace that enables designers and engineers to rapidly source high-quality on-demand manufactured parts and assemblies.
🎯 The challenge
With thousands of users browsing quotes every day, some naturally drop off before completing their purchase. The marketing team at Xometry—including Marketing Operations Manager Robert Brzowsky—wanted a way to re-engage those users directly in the product.
🏆 The solution
Robert manages tech stack tools like HubSpot, Iterable, and Appcues for both the Xometry and Thomasnet brands. When it came time to launch targeted promotions, Appcues became their go-to for getting in front of users—fast.
One of Robert’s most successful initiatives was a limited-time coupon campaign that offered a discount to new and lapsed buyers.
“We ran coupon promotions that communicated, 'If you spend a hundred dollars, you'll get 20% off.' And targeted specific users, right on the page. That was one of our most successful campaigns.”
Whether it was a summer sale or a last-chance offer, he could get the right message in front of the right people in minutes—without custom code or waiting on a product release.
👀 How they did it
1. Identify target audiences in Segment
Robert uses Segment to pass data into Appcues, making it easy to target key groups like first-time buyers or users who haven’t ordered in months.
2. Build the pop-up in Appcues
Once the audience is set, Robert’s team builds on-brand popups with short, direct messaging. They often repurpose existing campaigns by duplicating past Flows and tweaking the copy.
“I think building in Appcues is easy, especially if we're doing something similar to what we’ve done in the past—to go in and duplicate that promotion and just edit the copy and the page.”
3. Drop the message on high-intent pages
The messages are triggered on pages where users are most likely to act—like dashboards or saved quotes.
“If somebody goes back to their quote, we’ll pop something on and say, you didn’t finish yet—here’s 20% off.”
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4. Launch without dev help
Everything is handled by marketing. Once copy is finalized, Robert and his team can build, target, and publish in-product messages without engineering support.
5. Driving action at other key moments
Beyond promotions, the team uses Appcues to promote webinar registrations, collect email subscriptions, and post time-sensitive alerts when systems go down.
“We use Appcues for a lot of other things. If something’s down, we’ll throw up an alert that our support portal is offline—email us instead. We also use it to promote webinars, drive email subscriptions, and encourage users to complete their profile.”
✅ Results
Xometry’s promotional campaign reached 18,000 users—15,000 new and 3,000 lapsed buyers—and led to 500+ orders through their in-app coupon code.
“We had the experience shown to 18,000 people. And it resulted in 544 orders through that code. That generated a good amount of revenue.”
With results like that, the team is continuing to expand their use of Appcues, exploring additional in-app patterns like Banners and Pins as they replace a legacy ad platform and bring more control into marketing’s hands.
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Our hot take
It can be tough for marketing teams to reach users where it matters—inside the product—without hitting product or engineering blockers. But that’s exactly where the most effective campaigns happen: in the moment of action. This campaign didn’t just perform. It proved what’s possible when marketing has the control to execute great ideas. Amazing job, Xometry and Robert!