How Three B2B Brands Turned Paid Media Into Qualified Leads
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539%
Xactware growth in active subscriptions
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103%
Avetta increase in MQLs
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67%
Les Olson IT drop in cost per click
The challenge
Avetta, a cloud-based supply chain risk management platform, needed more marketing qualified leads and form fills. Xactware needed subscription growth for the launch of XactRemodel, its estimating software for remodelers. Les Olson IT, a Utah and Nevada office technology and managed IT partner with nearly 70 years in business, was spending paid search budget on broad keywords with almost no return and wanted to do more with less.
The approach
Avetta: a new audience targeting strategy with optimized Display and Paid Search campaigns that sent highly qualified traffic to the site. Xactware: a free-trial campaign on Display that put the product directly in front of remodelers. Les Olson IT: a paid search program rebuilt from the ground up, focused on Utah and Las Vegas, with keyword bidding reworked to capture high-intent searches cost-effectively.
The results
Avetta grew MQLs 103% and form fills 36% year over year while cutting cost per MQL 10%, with display clicks up 160% and click-through rate up 115%. Xactware grew active subscriptions 539%, from 175 to 1,118 users in seven months, with display ads at 2x the industry click-through rate. Les Olson IT cut cost per click 67%, grew monthly conversions 66% and more than doubled click-through rate (2.5x) in the three months after Max Connect took over.
Every result, by the numbers
- 103%Avetta increase in MQLs
- 36%Avetta increase in form fills
- 10%Avetta decrease in cost per MQL
- 160%Avetta growth in display clicks
- 539%Xactware growth in active subscriptions (175 to 1,118 in 7 months)
- 2XXactware display CTR vs industry standard
- 67%Les Olson IT decrease in cost per click
- 66%Les Olson IT increase in monthly conversions
- 2.5XLes Olson IT increase in click-through rate
What we used
- Audience targeting
- Display
- Paid Search
- Free-trial campaign
- Geo-focused keyword bidding
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