Generating 2,800+ Qualified Leads For a B2B SaaS Company
Leads and Conversions across all campaigns (MQLs)
Average ROI
Llama Lead Gen was engaged to be the core marketing partner for a company focusing on delivering leading HR marketing SaaS software for learning and development. We worked diligently with the team for 10+ months to promote their HR recruiting SaaS through a holistic multi-channel marketing strategy. We were responsible for not only increasing lead generation, but defining and driving their digital marketing campaigns.
Introduction
Cornerstone OnDemand (CSOD) offers a variety of SaaS-based talent management solutions for HR and the learning and development of employees. Their focuses are on learning, training, developing, and retaining employees. We worked with their SMB team, were in close contact daily, and had weekly calls with their Head of SMB Marketing, VP of Marketing, and Senior Marketing Manager to discuss all of our campaigns, projects, and strategy.
Originally, Llama Lead Gen was brought in to take over full digital marketing responsibilities to fill a gap on their team for a 3-month engagement. However, after establishing a trusted relationship and delivering great results during this period the client requested a subsequent contract for additional work. We even led the hiring of an internal team member.
Marketing Objectives and Goals
CSOD needed someone to assess their digital marketing needs after their previous Digital Marketing Director had left. We performed a holistic account audit and came up with a digital marketing strategy based on their goals. Their main goals were to increase leads on key channels and to develop an evergreen brand awareness campaign for the remainder of the year.
Managing all external vendors such as their PPC agency, content marketing agency, and web design agency
Managing all of their digital properties for paid ads including global properties across EMEA (Europe) and North America
Consulting with internal stakeholders and team members, as well as providing strategy, and best practices
Setting the strategy for lead generation digital marketing campaign efforts, brand awareness campaigns, creating a media plan, and updating our budget reconciliation document to ensure we spent consistently
Solution & Implementation
Audit & Strategy
We began with an initial audit and digital marketing strategy development, facilitating several discovery calls with their internal team and external vendors to assess their needs, goals, target audience, and roadblocks. We completed extensive audits of Google Ads, SEM competitors, and landing page CRO. After implementing the audit changes, we conducted before and after analyses to measure the impact. This laid the groundwork for setting the strategy for each quarter and building out a comprehensive media plan for all channels.
Paid Ads
For the campaign builds for paid ads, we created all their digital ad campaigns across LinkedIn, Google Search and Display, and Demandbase (both programmatic and ABM). We built their target audience based on extensive research, focusing on HR professionals who are decision-makers at their respective companies. Collaborating with the SMB team, we targeted small businesses interested in SaaS HR solutions. We defined the key concerns of the target audience to inform our messaging and ad copy.
These key pillars for HR leaders included recruitment process, performance management, employee engagement, employee experience, data security, human resources management, talent management, benefits administration, and top-of-the-line recruiting software. Additionally, we launched webinar campaigns for EMEA (both on-demand and live) and podcast campaigns for NA. In Q1 of 2020, we continued with the top-performing campaigns, leveraging extensive A/B testing, insights, and optimizations.
Management and Reporting
For campaign management and reporting, we ensured proper tracking was in place. We discovered and corrected a duplication in tracking from the previous agency, which was double-counting conversions. To maintain accuracy, we created a link tagging tool that enabled us to properly tag websites and effectively utilize our conversion tracking pixels. Additionally, we created LinkedIn campaign wrap-up reports, packed with insights and optimizations for continuous improvement.
Automation
Campaign Performance
We built lead generation campaigns with the goal of downloading various pieces of long-form content that CSOD had which then funneled interested prospects into an email nurture/drip marketing sequence to bring them down the funnel we created for them.
730 leads in 7 months
from LinkedIn with an $83 average CPL (Cost Per Lead)
677 Conversions
from Google Ads over 7 months
39% Increase
in page views over 2.5 months for a programmatic display campaign
CPL Decrease
month over month
Engagement and Clicks Increase
every month in the new year
Llama Lead Gen delivered prospects who converted at a 25% conversion rate during one of our campaign periods
Other areas we improved for the client
Conversion rate optimization (CRO)
We analyzed all of their key landing pages and web pages on their domain and determined where people had been dropping off, performed form fill and heat mapping analysis, and other conversion rate optimization strategies to enhance lead flow and reduce friction for sign-ups, demos, and interactions on site.
Marketing Automation
We set up their Drift chatbot to answer any FAQs a prospect had when reaching their website, reduce lead flow friction on-site, and to add another channel to engage with prospects.
