Challenges
MPOWR faced several obstacles in its path to digital optimization:
High turnover rates with previous agencies had led to inconsistent execution and a lack of responsive strategies.
The existing paid media campaigns were not optimized, directing traffic to the homepage rather than targeted landing pages.
A need to significantly increase the number of opportunities and demos to meet revenue targets.
42's Approach
We built out models to understand funnel conversion rates, funnel stages and establish the target cost per lead to remain profitable and the number of leads and conversion rates required to hit pipeline targets.
42 Agency took ownership of Demand Generation with MPOWRs Senior Marketing Manager. We started by auditing what was in place previously, creating a roadmap for experimentation and new campaigns and assets. We also audited the integration of Pardot and Salesforce to ensure any net new leads were being routed and assigned properly. We also researched the space from a competitive positioning, creative and brand point of view.
Paid search
Redesigned the campaign structure across Adwords to focus on high-intent keywords that were more likely to convert, using insights from historical data and MPOWR's team.
A Pardot Landing Page template was crafted and customized for each persona and campaign, improving conversions by 7%
Tracking Integration between Google Ads and Pardot enabled a feedback loop, improving targeting and keyword strategies.
Paid Social
Transitioned out GiftCard InMails due to high CAC and low efficacy.
Launched full funnel campaigns awareness ads to get in front of the right people: MOFU Problem-Aware Prospects and BOFU for Solution-Aware Prospects.
Utilized LinkedIn's demographic data and third-party audience insights for better cost per SQL.
Switched from auto to manual bids
Re-design LinkedIn Creative
Designed Video & Document Ads for maximize results
Always on text + spotlight ads to stay top of mind
Used Mobile Native placements for 35% improvement in CPC
90 Day re-marketing to engage with brand aware prospects
Persona based Landing Pages and Campaigns / Creatives improving conversions by 8%
Paid Search
Transitioned out low converting, high traffic keywords
Built high intent bottom of funnel campaigns for high intent keywords
Customized landing pages by feature and use case to match each ad group
Customized landing pages by feature & use case to match each ad group / campaign.
Implemented CAPI with Salesforce for down funnel conversion events
Display re-marketing and custom intent audiences for awareness and conversion.
Utilized a mix of third-party and first-party audiences for targeted campaigns.
Ensured seamless campaign attribution within Pardot and Salesforce.
Launched Bing to generate incremental leads.
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