We love no code

The primary objective of this project was to reduce the cost of demo calls to up to $250. This was achieved through a comprehensive digital marketing strategy that encompassed Google Ads, LinkedIn Ads, Conversion Rate Optimization (CRO), Search Engine Optimization (SEO), and Email Marketing. The project aimed to enhance the efficiency of marketing efforts and drive more qualified leads to the sales team.

Challenges

  • High Demo Costs: The cost per demo call exceeded $250, impacting overall marketing ROI.
  • Inefficient Ad Spend: Existing Google and LinkedIn ad campaigns were not optimized, leading to wasted budget and lower conversion rates.
  • Limited Organic Reach: SEO efforts had not been fully leveraged, resulting in missed opportunities and low organic traffic.
  • Underperforming Email Campaigns: Email marketing strategies needed refinement to improve engagement and conversion rates.
91+
qualified demo per month
48%
increase in demo bookings
1.2X
boost in CX

PLAN IT, EXECUTE IT, WIN IT!

The funnel plan was designed to guide potential customers through the stages of awareness, consideration, and conversion.

Funnel Plan

The funnel plan was designed to guide potential customers through the stages of awareness, consideration, and conversion:

Awareness Stage

  1. Channels: Google Ads, LinkedIn Ads, SEO, Social Media
  2. Content: Blog posts, infographics, videos, and sponsored content to attract attention and educate the audience about the value of demos.

Consideration Stage

  1. Channels: Retargeting ads, email marketing, LinkedIn InMail
  2. Content: Case studies, testimonials, comparison pages, and detailed service descriptions to nurture leads and address objections.

Conversion Stage

  1. Channels: Email marketing, customer feedback surveys
  2. Content: Thank you pages, onboarding materials, and requests for reviews to enhance customer satisfaction and encourage referrals.

The Strategy Upthrust Used

Google Ad Strategy

  1. Bleed Stopping: Upthrust adjusted the existing campaigns to ensure that any campaign was not underperforming for too long.
  2. Search Campaign Variety: Campaign buckets were built based on conversion intent, keyword alignment, and search terms through brand, competitor, generic, and informational categories.
  3. Single Keyword Ad Groups (SKAGs): Implemented SKAGs to granulate campaigns, increase CTR, improve quality scores, and reduce conversion costs. This approach helped identify profitable keywords and reduced the Iceberg Effect.
  4. Keyword Expansion: High-performing search terms were placed in dedicated campaigns to hunt for new keywords, utilizing broad match and Dynamic Search Ads (DSA) to expand the keyword footprint.
  5. Audience Diversity: Added various audiences to search campaigns in observation mode to analyze performance overlaps, which later informed dedicated budget allocations for high-performing audience segments.
  6. Remarketing Lists for Search Ads (RLSA): Developed campaigns with broad match keywords targeting high-intent visitors, enhancing the effectiveness of search campaigns.
  7. Negative Keyword Refinement: Conducted a thorough review of search terms to identify and eliminate underperforming keywords, creating a universal negative keyword list for the entire account.
  8. Ad Testing: Implemented a 95% confidence level ad testing strategy, utilizing scripts to label winning and losing ads, and optimized ad rotation settings to maximize performance.
  9. Smart Bidding Strategies: Created custom smart bidding strategies tailored to specific goals, leveraging Google’s advanced bidding capabilities.
  10. Manual Reviews: Conducted manual reviews of device, geography, and time dimensions to ensure no automation ran unseen for too long.
  11. Attribution Modeling: Analyzed different attribution models to understand the holistic picture of campaign performance and adjusted models as necessary.
  12. Separate Google Ads Account for Display & YouTube: Recommended to have a separate account for display and YouTube campaigns for better conversion tracking beyond last-click attribution.
  13. Experimental Campaigns: Allocated a small percentage of the budget (5-10%) towards experimental campaigns to explore new growth opportunities.

The AMB strategy led to attention on high-value accounts. As a result, we could achieve targeted and effective outreach.

LinkedIn Ads Strategy

  1. Target Audience Segmentation: Defined and segmented the target audience based on job titles, industries, and company sizes to ensure ads reached the right decision-makers.
  2. Sponsored Content and InMail Campaigns: Launched Sponsored Content campaigns to promote valuable content that could drive engagement and interest in demos, alongside targeted InMail campaigns to reach prospects directly.
  3. A/B Testing: Conducted A/B testing on ad creatives and messaging to identify the most effective combinations to drive conversions.
  4. Retargeting Strategy: Implemented a retargeting strategy to re-engage users who interacted with previous ads or visited the website but did not convert.
  5. Lead Gen Forms: Utilized LinkedIn Lead Gen Forms to simplify the demo sign-up process, capturing leads directly within the platform.

Conversion Rate Optimization (CRO)

  1. Traffic Conversion Temperatures: Cleaned up traffic to ensure it fit conversion intent buckets that matched calls to action, unlocking new levels of conversion volume.
  2. Lead Generation Forms: Implemented multi-step forms that did not request contact information upfront, increasing engagement and conversion rates.
  3. Copy Hierarchy: Prioritized copy to address potential customer objections and frequently asked questions, using second-person language to enhance relatability.
  4. Message Match: Ensured that landing pages matched the messaging of ads, creating a cohesive user experience.
  5. 1:1 Attention Ratio: Focused on asking visitors to do one thing per landing page
  6. CTA Word Testing: Conducted split tests on different CTA phrases to determine the most effective language for driving conversions.
  7. Quantitative & Qualitative Research: Established systems for gathering feedback from customers to inform testing priorities and remove objections.
  8. Testing Priority Framework: Generated hypotheses based on data from over 250 active clients, prioritizing first-party data for growth efforts.
  9. Confirmation Page Optimization: Added confirmation pages to guide prospects to the next steps in the sales funnel.
  10. Conversion Hooks: Recommended various conversion hooks, such as chatbots and quizzes, to further increase conversion rates once a solid foundation was established.

"By optimizing digital marketing efforts across multiple channels with specific, data-driven strategies, Upthrust successfully addressed the challenges faced in reducing demo costs.

Search Engine Optimization (SEO)

  1. Main Navigation/Footer Optimization: Conducted a deeper website audit to ensure that all main categories of services and offers were included in the header navigation and universal footer, helping Google understand priority pages for better ranking and traffic gains.
  2. URL Optimization: Organized the website by categories and services, ensuring good URL structures that facilitated better search engine indexing.
  3. Site Speed Improvements: Identified factors slowing down site speed and provided development-specific action items to enhance performance.
  4. Content Variety & Deeper Keyword Research: Focused blog content around a hub/spoke model to rank for more competitive keywords, utilizing internal linking to capture existing search demand.
  5. Hub/Spoke Blog Organization: Focused blog content around a hub/spoke model to rank for more competitive keywords, utilizing internal linking to capture existing search demand.
  6. Competitor Analysis: Created “You vs. Competitor” pages to leverage demand around competitors
  7. Link Gap Analysis: Prioritized link-building strategies based on domain ratings compared to competitors, enhancing competitiveness for targeted keywords.
  8. Content Gap Analysis: Continuously analyzed competitor content to identify gaps and prioritize new content creation.
  9. Ranking Review Sites: Assisted in ranking higher on specific review sites relevant to the niche by driving more reviews from past and current customers.
  10. Tracking & Reporting: Ensured that important SEO metrics were easily accessible for monitoring progress.
  11. Content Calendar: Developed a content calendar outlining topics and keywords to be published over time, ensuring progress tracking.
  12. On-Page SEO Optimizations: Continuously optimized title tags, keyword content, internal linking, and site maps to enhance performance.

B2B inquiries we got for WLNC

results

  1. Cost Reduction: Successfully reduced the cost of demo calls to an average of $189 within 3 months.
  2. Increased Efficiency: Improved ad performance metrics, including a 30% increase in CTR and a 25% decrease in CPA across Google and LinkedIn campaigns.
  3. Enhanced Organic Traffic: Achieved a 40% increase in organic search traffic due to effective SEO strategies, resulting in more qualified leads.
  4. Higher Engagement Rates: Email marketing campaigns saw a 50% increase in open rates and a 35% increase in click-through rates, leading to more demo bookings.

From low lead generation and online presence to impressive conversion rates.

conclusion

The strategic initiatives implemented by Upthrust successfully addressed the challenges faced in reducing demo costs. By optimizing digital marketing efforts across multiple channels with specific, data-driven strategies, Upthrust not only achieved the goal of lowering demo costs but also enhanced overall marketing efficiency.

The minimalist design aesthetic has contributed to the brand's modern and sophisticated image.

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“Search Engine marketing, google ads, and a budget allocation plan by
Upthrust proved to be really helpful.”

Gunjan
Marketing Head at Housr

Housr

Housr, a leading managed accommodation platform in India partnered with Upthrust and as a result improved their lead generation and conversion rate.

Retail tech

125

qualified leads

25%

in inquires
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