Lithium

Overview

Lithium Technologies delivers awesome digital customer experiences at scale. The Lithium engagement platform enables brands to connect customers, content and conversations at the right digital moment for more than 400 iconic brands including AT&T, Microsoft, Best Buy, Indosat, Sephora, Skype, and Telstra. Lithium helps companies grow brand advocacy, drive sales, reduce costs and accelerate innovation. Lithium was seeking to increase paid search efficiencies with the hopes of scaling up their global lead generation.

Strategy

In order to position Lithium for expansion, BusinessOnline took a two-phased approach to optimizing their paid search efforts. Phase one involved A/B testing ad copy, bid strategies, landing pages, and target keywords, with the goal of aligning content with user’s search terms to improve conversion rates. Phase two involved identifying expansion areas, including targeting additional keywords based on Lithium’s new product focus and developing Campaigns aimed at competitor products.

Goals

Lithium wanted to improve all efficiency metrics across paid search channels and scale up their presence, including:

  • Increasing conversion rates, which were already on par with industry standards (~4%)
  • Decreasing overall cost per lead (CPL), which was on average $120
  • Identifying areas where spend could be scaled up
  • Expanding into additional international regions

Solution

To meet Lithium’s aggressive CPL goals and position their account for expansion, BOL:

  • Wrote and A/B tested completely new ads, moving to the expanded text ad format and consistently improving top-performing ad variations
  • Broke out high-performing ad groups into their own Campaigns, allowing budget to be scaled up for keywords with lower CPLs
  • Refined keyword targeting to align with their product focus on social media management, social customer service, and online communities
  • Created new search Campaigns targeting users searching for competitors, using assets like the Gartner Magic Quadrant that provided third-party validation for Lithium’s solutions

Conclusion

After BOL more than doubled Lithium’s conversion rate and cut the CPL in half, Lithium decided to triple their paid search budget to further scale lead generation. BOL built on the learnings and success of their primary account by expanding into three additional international regions (NEUR, ANZ, and DACH), and have maintained these improved efficiencies across all accounts.

Results

  • 125% increase in conversion rate, from 3.9% to 8.7%
  • 53% decrease in cost per lead, from $117 to $56
  • 3x increase in budget after improving efficiencies
  • Successful campaign expansion into 3 new international regions

iZotope

Overview

iZotope is an award-winning developer of innovative products and audio technologies for professionals and hobbyists alike that inspire and enable people to be creative. The iZotope team has spent over 15 years developing audio production tools found in professional facilities and home studios alike. Their product line focuses on Music Production, with solutions for mixing, mastering, and creative effects, and Audio Post Production, with tools that enhance audio for film, broadcast, video, and new media. Alongside the development of studio software, iZotope incubates bleeding-edge audio technology for future release and develops rich audio education to help enthusiasts and professionals alike improve their craft.

iZotope was seeking to expand its marketing efforts with a paid media strategy. They came to BusinessOnline for clear projections and goals to better understand how any revenue put towards paid media efforts would impact their sales bookings. This initiative faced the added pressure of being launched in September—the seasonality of Q4 in retail e-commerce meant an influx in holiday sales and promotions, which translated into an expedited strategy and full advertising scale-up within one month.

Strategy

The initial effort focused on a paid media pilot wherein iZotope’s marketing team sought external support to leverage services to increase media spend, expand initiatives and reach new visitors, while assisting in overall revenue bookings goal for Q4. BusinessOnline’s approach included auditing iZotope’s current programs and paid media initiatives, creating a paid media strategy, and projecting revenue bookings for all initiatives including our proposed expansion recommendations. A paid media plan was developed from the strategy outlining the most effective approach for scaling, expanding, and optimizing across all channels.

The projection dashboards showed paid media influence and outlined platforms with significant value for marketing and sales. The team also created an attribution model to identify paid media influence and where each paid media channel attributed in full path revenue. This led to a greater understanding of the campaigns and revealed opportunities for us to shift our strategy towards offers that were being promoted, what messaging we used, and which channels we advertised on.

Goals

iZotope’s goals were to implement paid media campaigns with the ability to expand initiatives and reach new visitors, leading to an increase in revenue bookings during Q4.

Solution

The paid media solution included a full assessment of current paid media efforts followed by launching targeted campaigns in line with business promotions. These campaigns were executed across each of the following paid media networks:

  • Facebook
  • Twitter
  • Bing (Search and Shopping)
  • AdRoll
  • AdWords (YouTube, Gmail, Shopping, GDN and Search)

More than 16 product promotions launched over of the course of 16 weeks, including creation, management, and optimization of over 250 campaigns. These optimizations were paired with expansions to advance campaigns:

  • Launching Shopping Feeds
  • Expanding internationally into the UK
  • Implementing Google Beta
    • Merchant promotions
    • Promotion extensions
  • Launching Dynamic Product Remarketing ads

All channels were evaluated and optimized based upon our full path attribution model and findings.

Results

BusinessOnline executed the strategy and implementation in one month, and throughout the quarter provided strategic insights, recommendations, and optimizations to the expanded channel efforts which resulted in:

  • Total Paid Media visitors increased 89% QoQ
  • New visitors increased 71% QoQ
  • Revenue from Paid Media increased 130% QoQ
  • BusinessOnline projected exceeded revenue projections and achieved a Marketing ROI of 155%, and contributed over 15% to the total Q4 revenue goal.
  • BusinessOnline’s creation & execution of shopping campaign initiatives contributed last click revenue in Q4 with a sale rate of 1.78% (In addition this expansion brought in 5,656 new visitors; 2.77% of total new visitors for Q4)
  • BusinessOnline’s UK expansion contributed 502 transactions with increased last click revenue in Q4. (In addition, this expansion brought in 20,942 new visitors; over 10% of total new visitors in Q4)
  • New visitors increased by 50% QoQ and 315% YoY with 1,064 new visitor transactions and significant last click revenue in Q4.

Conclusion

iZotope’s paid media campaigns and expansion efforts executed by BusinessOnline aimed to test effective paid media channels and understand their attribution. With new insight into what was and wasn’t working, iZotope refocused their efforts by targeting the right channels for each campaign, focused on each stage in the buyers’ journey, and consistently engaged with their audience. The reporting dashboards provided valuable insights on the successes of their marketing programs. The result was—and continues to be—smarter marketing attribution. iZotope used BusinessOnline’s data-driven insight reporting on attribution and assisting conversion channels to increase media budgets for the calendar year.

ValleyCrest

Overview

ValleyCrest is a $2 billion company based in Calabasas, California, and a leader in landscape design-build, construction, maintenance and architecture. It is also the nation’s leading golf course maintenance firm, serving daily-fee, private and municipal courses and golf resorts throughout America. ValleyCrest was seeking to expand its marketing support into digital initiatives.

Strategy

The initial effort focused on an online campaign for ValleyCrest’s Golf Course Maintenance outsourcing services. Rather than taking a traditional B2B lead generation approach using hard-sell tactics based on a linear, one-direction sales funnel, we developed a campaign that emphasized the business value of selecting an outsourced solution. This approach recognizes customer behaviors distinct to the Explore phase of the buying journey, when the prospect is looking for unbiased help.

Goals

Instead of presenting ValleyCrest as THE solution to the prospect’s problem, the goal was to establish awareness of ValleyCrest as a trustworthy subject matter expert. At this point, we focused on:

  • Leveraging online data to target highly relevant prospects and, ultimately, influence their purchasing behavior.
  • Making an impact early during the Explore phase, when the prospect is often conducting research anonymously.
  • Allowing prospects to learn about ValleyCrest in a guided, voluntary process before any contact was initiated by sales department.

Solution

Our solution combined:

  • Content development that positioned ValleyCrest as a thought-leader in the art, science and business of outsourced golf course maintenance and innovator that is shaping the future of the category.
  • Relevant digital media placement to reach the appropriate audience.
  • A technology stack incorporating web analytics to optimize our tactics.

Serena

Overview

Serena Software Inc. is a Silicon Valley-based software company known to be a leading provider of Orchestrated IT solutions for the Global 2000. The company is also one of the largest global Application Lifecycle Management solution providers with more than 2,500 enterprise customers. Serena was seeking to expand its marketing functions, and to better understand how marketing efforts were influencing closed business.

Strategy

The initial effort focused on an Analytics Pilot where Serena’s marketing team sought external support to leverage data science and business intelligence tools to visualize data from Microsoft CRM Dynamics, Google AdWords and Marketo. When the resulting dashboard showing marketing influence demonstrated significant value for marketing and sales, a data model was built to further support these visualizations.

Goals

The overall goal was to utilize analytics to identify, solve, and gain insight into core business questions. This included:

  • Demonstrating to sales the amount of opportunities influenced by marketing
  • Enabling marketing to segment and compare distinct campaign efforts associated with specific opportunities
  • Enabling marketing to measure the correlation between pipeline and sales quota
  • Enabling marketing to track paid search efforts at the macro and micro level

Solution

The solution combined:

  • Using consistent naming conventions across campaigns, URLs, and their CRM
  • Implementing custom business logic to allow for more insightful data arrangements
  • Configuring data architecture to apply holistic attributions to opportunities, and to centralize lead data for more complete analyses
  • Creating four actionable dashboards to track and compare marketing performance

Results

The set of analytical dashboards allowed for higher and more accurate lead quality insights such as:

  • Paid Search and Display campaigns saw a 367% return on ad spend
  • 53% of new opportunities were influenced by marketing
  • $1.1M in opportunities were influenced by Paid Search
  • 34% of all opportunities were influenced via multiple channels, with 64% influenced by just one channel

Conclusion

With new insight into what was and wasn’t working for them, Serena was able to refocus their efforts on the channels that had been most effective for them historically. Their new dashboards provided a way to monitor ongoing performance, and they were able to get a true closed-loop look at the success of their marketing programs. The end result was—and continues to be—smarter marketing attribution.

Honeywell

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Background

Honeywell Process Solutions, a division of Honeywell Automation and Control Solutions (ACS), was embarking on a project to revamp its Internet presence, with a phased launch of a new global, multi-language marketing site. Of importance, Honeywell was undergoing a transformational paradigm shift, recognizing the potential of the Internet to support Honeywell’s growth and penetration of key markets, such as refining, oil and gas, pulp, paper and printing, power generation, chemicals, life sciences, and metals, minerals and mining.

As envisioned, Honeywell’s new Internet presence was to strategically serve a varied set of external, global audiences, including prospects, end-users/customers, channel partners, and media. Moreover, the new site would serve the interests of internal stakeholders, such as sales, marketing, customer support, training, channel sales and marketing communications.

Over the course of a four-year engagement, BusinessOnline has helped Honeywell HPS plan and launch a new Global Internet Presence to:

  • Drive revenue
  • Act as a business enabler
  • Create competitive differentiation
  • Lower cost to serve

Challenge

With low lead quality & quantity, little competitive differentiation and a high cost to serve the HPS team was seeking a vendor/partner that could drive this mission critical initiative to help the current online presence evolve from a “marketing catalogue and document warehouse to a global, integrated marketing, ecommerce and customer support site that meets the needs of their broad portfolio and stakeholders from around the world, while maintaining a common user experience.”

Solution

The proposal entailed extensive work:

  • Implement an effective solution for multiple languages and localization, ecommerce, and online.
  • Factor in localized content and documentation needs
  • Architect a new user interface through appropriate research
  • Establish a strong Internet foundation to support Honeywell’s long-term strategy,
    inclusive of:

    • Ecommerce planning (products, solutions, support, service)
    • Online support (dynamic support documentation)
    • Online service
    • New content and document management strategy
    • Search Engine Optimization (domestic and international)
    • Identification of marketing automation technology to support company lead nurturing efforts
  • Leverage current investment in Microsoft technology (SharePoint 2007)
  • Successfully plan for SAP, Siebel and other technologies, as necessary

Phase 1

To help our POC garner internal buy-in, BusinessOnline conducted deep research into the profiles, needs and expectations of the B2B ECommerce User.

  • First-hand research with HPS customers – they expect personalized experience like B2C sites, relevant product information and related offers
  • Competitive Research to evaluate the current state of process automation e-commerce sites: analyzing availability and need for authentication and personalization
  • Additional Surveys, interviews, and third party research
  • Also conducted SEO diagnostic revealing need for attention in international navigation and content, url structures, and content, document and video optimization

Phase 2

  • Developed wireframes and conducted on-site user experience testing based on personas developed in Phase 1 – Testing results would influence the final designs
  • Consolidated worldwide websites from over 50 domestic and international sites to two.
  • BusinessOnline helped POC make the case internally for the project and get approval for the significant budget – via research analysis of competitive peers and best of breed benchmarking

Results

  • 30x increase in annual lead volume from website (from 300/year to over 10,000/year)
  • Consolidated over 50 global web properties resulting in a lower cost to serve
  • Deeper understanding of customer needs and expectations
  • A world-class online presence ready to meet the needs of Honeywell customers

Lincoln Electric

Overview

As manufacturers and digital marketing progress, the key to generating meaningful, measurable and sustainable results is in creating a “digital marketing symphony”. All the pieces must come together and work together.

Challenges

The overall goal was to utilize analytics to identify, solve, and gain insight into core business questions. This included:

  • External
    • Low market awareness of Robotic Welding Automation
    • Market misconception that welding automation is for large companies
  • Internal
    • Reluctance to invest in digital marketing without proof of concept
    • Disconnected CRM/digital efforts made lead nurturing a challenge

Solution

The Campaign:

  1. Define Market Opportunity: Key Pain Points + Misperceptions = Opportunity
    • A broken labor pipeline exists due to a shortage of skilled welders. Robotic solutions help solve this breakage.
    • Robotic solutions are perceived as complex, costly and for large manufacturing only. Robotic solutions work for all size businesses.
  2. Identify Target Personas: Two key personas have influence on buying decision. Focus on building trust through relevant education.
    • President: Must grow revenue and manage costs
    • Project Engineer: Must address broken labor pipeline for skilled welders
  3. Create Relevant Messaging Strategy: Provide myth-busting education
    • Myth vs. Truth
  4. Select Marketing Assets, Channels, Analytics
    • Channels: Microsite, social, paid search, display ads, LinkedIn, retargeting, organic search, lead nurturing (lead process automation, logic, lead scoring)
    • Analytics: cover all channels using Google Analytics, Tableau, Hubspot
  5. Launch
    • This campaign pilot took a handful of months to design and get to launch. The results stand as proof of what an integrated digital marketing approach can do. Most importantly, it is crucial for manufacturers to get started and launch.

Results

Lincoln Electric’s Myth vs. Truth campaign is a perfect example of comprehensive, integrated planning that translated into a harmonious launch and execution. In four short months, the campaign achieved millions of net new opportunities and has generated deals that are ready to close:

  • 500+ Leads
  • 300+ Marketing-Qualified Leads (MQLs)
  • 20+ Sales Accepted Leads (SALs)
  • 10+ Sales Qualified Leads (quotes)

Workday

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Overview

Workday, a leading HR and Financials software company that offers a new generation of Software as a Service (SaaS) solutions, was looking to reinvest in their Paid Search (PPC) Program. Workday challenged us to improve the overall health of their PPC campaigns from increased traffic and conversions, to improving qualified leads. The net result was more conversions with the same budget. BusinessOnline drove more qualified leads, increased brand exposure, and doubled their overall paid search marketing spend in 2010.

Results

Within 10 months, BusinessOnline was able to:

  • Increase their conversion rate by 123%
  • Decreasing the cost-per-leads by almost 62%
  • Social Media leads increased by 10% (with a 70% more likelihood to convert)