Analysing UK demand generation activity and ROI for a global software provider.
Our client are a leading global software provider, based in the US and with a regional office in London. Working as an extension of their global team, Seeblue analysed their UK demand generation activity and ROI. We identified how they could accelerate performance & supported the implementation of a revised approach.
Over the last 12-18 months the US-based global marketing team had noticed that the conversion rates of their marketing qualified leads (MQL) were declining. And although the marketing budget was healthy, the ROI of that marketing spend was below target.
Furthermore feedback from the local sales and marketing team was that the content and language wasn’t necessarily resonating with their UK prospects and customers.
The global team wanted to engage a UK based agency who understood volumetric demand generation, sales funnels and performance metrics, and who could transcreate content to garner greater engagement with UK audiences.
Seeblue were chosen from a shortlist of 3 agencies to deliver the project based on our highly relevant client-side experience and understanding of the problems they were trying to solve.
The first step was to support the team with a rapid review of the performance of all of their marketing channels in the UK, reviewing spend, lead quantity and quality and recommend a series of actions to undertake.
PPC, Social, Email, Content Syndication and Affiliate channels were reviewed and in less than 3 weeks a comprehensive report on each channel and a set of 15 key findings and recommended actions were presented to the client. Implementation of our recommendations saw $200,000 redirected from underperforming channels to higher performing and converting activities.
Identifying PPC as the highest performing channel we went deeper into evaluating the performance of the campaigns and further recommendations for improvement. We identified redundant keywords and inefficiencies in ad scheduling, geographic targeting, ad group testing and bid strategies.
Next we interviewed sales and a small sample of target customers to better understand the customer need, motivation and decision making processes. We developed a messaging hierarchy for the UK market and a recommended campaign structure. We reviewed over 180 pieces of collateral, with particular focus on evergreen content, identifying opportunities to repurpose for paid and unpaid channels. We re-wrote social, email and landing page copy, incorporating UK testimonials to increase regional relevance.
As part of our overall project management we held weekly check-in calls and made further recommendations on Inbound Marketing, Promotional strategy, virtual events and general guidance and mentoring to more junior members of the team.
Following 12 weeks of concentrated focus, Seeblue helped Inspection2:
Complete audit of current marketing performance.
Detailed findings and set of recommendations to implement.
$200,000 of marketing budget reallocated to higher performing marketing programmes.
Transcreation of global campaigns for UK market.
PPC strategy including keyword clean-up, ad scheduling and geographic targeting.