Business-To-Business Experience (B2B)

Category: B2B Technology

Case Study - Liquid Planner

Grow Customer Acquisition & Reboot Digital Marketing

The Challenge

A ground-breaking product had lost steam since its introduction. Existing lead generation programs weren’t performing. Lack of internal resources and expertise had hampered the growth of the digital marketing program to the point it was turned off. The directive we were given: improve position in organic search, increase number & quality of pay per click leads, reduce the cost of lead acquisition and grow paying customers by 25% in 6 months from start.

Our Solution

An in-depth digital marketing program audit was executed to assess current program status, weaknesses and opportunities. To deliver an immediate boost to visibility and lead generation, the PPC program was completely overhauled. Key activities included refocusing the customer acquisition strategy, campaign reorganization, extensive keyword expansion, landing page optimization and keyword level bid optimization. Our attention was then shifted to search engine optimization. Key activities to launch the SEO effort included: a detailed audit & competitive analysis. Data was utilized to support persona development and customer journey mapping which then drove keyword targeting, content strategy, link building & site usability improvements through site redesigns.

Impact for Client

Under the Matters Group (formerly Confluence Digital) management the paid search lead acquisition cost was cut by 60% beating the client’s target by 30%. In turn lead volume increased 90% in the first 2 months, 140% by the anniversary of the program and by 600% at 2 years. Fun fact: the Marketing Director who brought us on board was promoted twice during our tenure to become one of the few female technology CEOs in the Seattle area in part to the growth she engineered with our assistance.

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Category: B2B Technology

Case Study - UC4

Improve Digital Channel Lead Capture Performance

The Challenge

A leading global provider of IT infrastructure automation solutions needs to strengthen its U.S. presence. The woefully underperforming program needed to produce leads or risked being eliminated. Lead generation volume from online was low and cost per acquisition was excessive.

Despite superior technology, deep-pocketed competitors dominated the market. Messaging which supported specific environments for Oracle, SAP, VMWare platform support was not reaching the audience effectively. Available time from the Marketing Programs Manager was limited and occupied with other projects.

Our Solution

Step one was to fully understand the value proposition for UC4’s audience. What pain points did UC4 address and who were the buying influences involved in this complex enterprise software and service sale? Additional effort was invested in learning the key features for the most influential buyer personas.

Based on our research the pay-per-click program architecture was rebuilt targeting messages that would resonate with key influencers. A keyword gap analysis was executed to identify holes in targeting. Website analytics were used to identify natural search trends and content most sought by visitors.

A complete assessment and overhaul of the digital marketing strategy were conducted and revisions implemented. Display media and retargeting were introduced and tested proving a valuable new ad distribution channel. Landing pages were A/B tested, optimized, and integrate with UC4’s lead nurturing platform resulting in more sales qualified leads (SQLs).

Impact for Client

In the first 6 months, lead acquisition cost was cut by 55% and lead volume skyrocketed up 156%. From when The Matters Group (then Confluence Digital) began, to the most recent completed quarter, the conversion rate was up 245%. Lead volume is up 20x and cost per lead acquisition is down over 80%. In an analysis, nearly $1 million in revenue was traced back to the program managed by The Matters Group delivering nearly a 10:1 Return on Investment. After years of modest growth, UC4 enjoyed a ramp in new clients and revenues which were parlayed into an acquisition by CA for $600 million.