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These changes enabled us to increase inbound MQL’s (marketing qualified leads) by over 50% without increasing the budget. Goal completions by Returning visitors increased by over 110% ensuring we recaptured interested customers further out in the sales cycle.
As a U.S. based company WardJet was looking to increase their sales of large, production grade, industrial waterjet cutting machines across Canada. Though they were scaling a significant budget to their campaigns, the conversion rates remained less than 1% and inbound MQL’s (marketing qualified leads) were not increasing proportionately.
We began by building new landing pages designed to convert more first time visitors, then modified their Google Search campaigns by eliminating non-performing keywords and ad groups. Ad refocusing budget on higher performing campaigns and longer tail keywords that are more aligned with their products key selling propositions.
As this is a typically longer sales cycle we set up retargeting campaigns focused on product solutions and attributes to keep the brand and products top of mind with the prospective customers as they moved from their need stage through consideration to purchase.
These changes enabled us to increase inbound MQL’s (marketing qualified leads) by over 50% without increasing the budget. Goal completions by Returning visitors increased by over 110% ensuring we recaptured interested customers further out in the sales cycle.
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increase awareness and inbound tourism from the US and Europe to Panama
This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.
The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.
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Ready to revolutionize your marketing approach? Partner with Mayple and embark on a transformative journey toward enhanced engagement, improved metrics, and sustained growth. Contact us today to explore tailored strategies that will redefine your marketing trajectory.
Idahoan, dedicated to bringing quality potato products, faced challenges related to bandwidth and growing subscribers. The Head of Marketing sought Mayple's guidance.
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