Improve Digital Channel Lead Capture Performance
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.
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.