Optimizing lead conversion and revenue growth through holistic marketing touchpoints

Small and medium-sized businesses (SMBs) comprise most of the firms globally. Each of these businesses may seem small individually. Yet, combined, they have a huge potential to generate revenue for the global B2B online advertising industry.

Understanding all marketing touchpoints for new and existing customers is crucial to boosting lead conversion and growing revenue.

Our client, a popular search engine with an international footprint, wanted to drive net revenue from SMB advertisers globally through inbound and outbound channels.

Scattered data<

Tailor-made marketing campaigns targeting SMBs are the key to increased visibility and conversion. However, our client’s data was scattered across various customer touchpoints. Consolidating this data was crucial for producing insights into customer behavior and measuring campaign performance.

Understanding how different touchpoint assets interacted was crucial for grasping specific customer behavior, enabling our client to create better campaigns. They needed to break down organizational barriers and gather all relevant data into a single reliable source.

We suggested an analytics solution listing every touchpoint (email, social media, PPC adverts, etc.), detailing the interaction, impact, ROI, and sentiment for each piece of digital marketing collateral.

Our team worked with the client’s program managers to identify problems and create a flexible plan. We wanted to understand how users behave across different touchpoints, leveraging AI tools for effective solutions.

Through consultations, we gathered insights and formulated a comprehensive strategy. Our focus was on developing a measurement dashboard and optimizing spending. This streamlined approach enhanced insights and efficiency from various viewpoints.

Setting the scene for scalable growth and optimal media spend

The immediate impact

Upon deployment, program managers could track current business trends and analyze data in detail to gain valuable customer insights. This increased the ability to measure the incremental impact of marketing-driven acquisitions.

Sustainable gains

Incorporating the insights generated by our solution, the client can improve their strategy and make better decisions about campaign experiments. This, in turn, will enable them to align projected outcomes with revenue targets.

We’re currently helping to increase marketing-driven revenue by measuring sustainability from new clients, average revenue per account, and upper to lower funnel conversion. Our solutions for marketing touchpoints take around 5 to 6 months on average, while digital marketing tracking and measurement take about 2 to 3 months.