ClientPoint is one of the leading B2B software that allows small to enterprise business to create, track, and manage business proposals.
ClientPoint came to Major Impact Media because they were not convinced they were getting the best results to help drive company objectives through their current marketing agency.
At the beginning of our engagement we went through a deep audit process to analyze the opportunities available and created a detailed list of what could be done in order to increase the effectiveness of ClientPoint’s digital campaigns.
By the end of the first 90 days we were able to increase their qualified sales calls by 269%.
Table of Contents
How We Did It
Step 1: Make An Amazing Offer
ClientPoint, like many B2B companies online today, was experiencing high costs to advertising and attract leads in their market.
While it is common in the B2B space to spend more for quality leads, this creates a big opportunity to find better ways to attract ideal prospects.
One of the first changes that we made inside of the account was launching a new lead magnet featuring case studies of successful ClientPoint clients.
We were able to showcase the results that ClientPoint creates for its clients and focus the message around their best success stories.
This brought us an early win and the cost per lead dropped from $30 down to around $19 per lead.
Step 2: Creatives
Another challenge that ClientPoint experienced was that give their limited resources of time they did not have the ability to consistently create new ad copy and creatives to test and optimize their campaigns.
Our team was able to take over the ad creation process for ClientPoint to create eye catching images and test new big ideas of the ad copy.
By adding a consistent stream of new creatives into the campaigns we are able to A/B test which ads are getting the best results and bring down the cost per click and cost per lead inside the campaign.
Step 3: Expanding Retargeting Reach
Another strategy that we implemented for ClientPoint was to increase their reach by moving some of their advertising budget over to Google Ads so that we could create a multi-channel marketing approach.
We wanted to make sure that if someone finds ClientPoint through SEO, Social Media, or Paid Advertising that they move through the custom experience and book a call with a sales rep to get a free demo of the software.
Through Facebook, Instagram, Google Display, YouTube and Gmail we implemented a long term retargeting strategy to make sure that we are capitalizing on every opportunity and moving prospects through their sales process.
Step 4: Tracking & Data Analysis
Because the objective of ClientPoint is to drive the largest opportunities to their sales team, it’s important to be able to track which campaigns and even which audience targeting is leading to the best quality of leads.
Working together with ClientPoint we were able to implement a system that tracked the audience source of each sales qualified lead.
Not only are we tracking the platform and campaign of each new lead, but we can measure which audience targeting and exact ads are driving the most qualified leads.
Working together we can optimize our campaigns focusing on online audiences and ad creatives that are most likely to drive high quality leads.
The Results
Through the first 60 days of working with Client Point, we were able to achieve 269% in increase in qualified sales calls for their team.
Before working with us they were generating on average 14 qualified sales calls per month.
After the first 90 days they were generating on average 51 sales calls per month, leading to a 269% increase in sales calls and a 30% boost in MRR per month.
Wrapping Up
As you can see, having the right paid advertising team executing your paid media strategy goes a long way.
Make sure you use the right advertising strategies when you are driving calls to your sales team, otherwise you might be leaving a lot of money on the table
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