by SmarkLabs | Mar 9, 2018 | Uncategorized
Company profile
CodeScience is an industry leader in helping SaaS businesses develop apps and thrive on the Salesforce AppExchange. Founded in 2008 as one of the first Product Development Organizations for Salesforce, CodeScience has built over 100+ apps for clients including SpringCM, Lattice Engines, and MailChimp.
Challenge
CodeScience came to SmarkLabs seeking a partner to help them craft a strategy to increase the company’s volume of qualified leads. Like many marketing teams, CodeScience’s team was stretched thin managing multiple marketing initiatives and needed expertise and services to stay focused on the objective goals of marketing.
Solution
The new, full-funnel marketing engine of CodeScience focuses on integrated and measurable Account-Based Marketing (ABM) campaigns targeting key customer tiers and tactical website upgrades that focused on Conversion-Rate Optimization (CRO). CodeScience is engaging prospects with more targeted outreach and segmented campaigns, utilizing messaging across channels from marketing, SDR and sales team for a unified buyer’s journey.
Results
The joint effort between CodeScience and SmarkLabs led to a 35 percent increase in website traffic, and most importantly, a 280 percent increase in inbound lead acquisition. Within the first three months of the partnership, CodeScience boosted its conversion rate by 66 percent.
by SmarkLabs | Mar 9, 2018 | Uncategorized
Highlights
- 39% decrease in quarterly cost per conversion
- 196% increase in quarterly new lead acquisition
The Challenge
Bluebird Homecare (Bluebird), a Nashville-based homecare provider operating in the Midwest and Southeast, sought more ROI from their marketing spend. The company wanted to generate more leads for its regional locations, as well as nurture existing referral relationships with local healthcare organizations in those markets. Connecting through the burgeoning Nashville healthcare scene, Bluebird Homecare CEO Stuart Brunson, partnered with SmarkLabs to build and execute a client acquisition strategy.
The Solution
SmarkLabs created and implemented a marketing strategy that connected with, nurtured and converted consumer and business prospects. A core component of strategy targeted at consumers was paid advertising through Google AdWords and augmented with Facebook remarketing. SmarkLabs set up campaigns based on each Bluebird location, implementing A/B testing by region of different AdWords bid strategies. After measuring and analyzing results, SmarkLabs then recommended the strategy creating maximum opportunity.
The agency also provided training on utilizing the HubSpot CRM and portal. A closed-loop reporting solution built by SmarkLabs in HubSpot allows Bluebird regional directors to mark whether leads are qualified or unqualified, allowing for further reporting and insights into the quality of leads generated. Custom workflows used location and page-visit logic to automatically assign new leads to the correct owner.
To monitor and gauge success and areas for improvement, SmarkLabs also built a custom Databox dashboard compiling KPIs and results, overall and segmented by location. This updates regularly and allows the client to keep track of investment and returns in real-time.
The Results
Aligned with SmarkLabs, Bluebird was able to expand its services and increase operating locations less than a year after beginning the partnership, opening three additional offices with more planned expansion ahead.
Some noteworthy statistics on paid advertising successes:
- 89% increase in site traffic
- 196% increase in new contact acquisition
- 252% increase in client prospect leads generated
- 13% decrease in average cost per click
- 39% decrease in cost per conversion
Based on AdWords success, Brunson will expand paid efforts and budget to generate leads in new Bluebird locations.
by SmarkLabs | Mar 7, 2018 | Uncategorized
The Challenge
Reveille provides a software platform that sits alongside your existing CSP, ECM or EIM, to track and improve collaboration across the enterprise. Reveille came to SmarkLabs with the need for a series of videos that could help explain a whole host of marketing concepts – who they are, what they do, and most importantly, why an enterprise level company probably needs a service like Reveille. The main challenge came from communicating highly technical solutions to a business decision committee, with an urgent need to get a solution in place within budget.
The Solution
SmarkLabs and Reveille explored many different topics to help explain the core of their business while attempting to make it approachable and exciting. The solution included a unique content production approach that would have videos aligned with marketing goals and prospect questions, hosted throughout their site to add value to their other resources. The first project was an overall explainer video to help prospects understand the value of adding a solution such as Reveille. This helped them have a sales enabler to engage new prospects when they visit the homepage.
Because of the somewhat complex nature of Reveille’s business, metaphors became very important. One useful way of explaining the relationship between Reveille and an ECM such as Dynatrace, AppDynamics, or Domo is through security. Your overall CSP might function like someone outside of a house who can alert the fire department if they see a house on fire. But Reveille, which can live inside of your environment, functions like a smoke detector and a fire extinguisher, catching a problem early and potentially preventing the fire altogether. By actually animating this scenario, SmarkLabs was able to provide a visual aid for prospects to remember when going through the sales process.
One way that Reveille’s sales reps like to describe what the software does is that you ask it specific questions and you get back specific answers – this can be found in their tagline, Actionable Insights. Together with their team, we came up with the idea of showing how Reveille functions very similarly to everyone’s new favorite toy – the in-home assistant. By comparing Reveille to a Google Home or Amazon Alexa, we were able to show that Reveille’s capabilities are broad and far-reaching, but manageable and usable through its interface.
The Result
SmarkLabs produced a total of 6 videos that helped educate visitors to Reveille’s website. This eliminated 70+% of marketing budget waste that dramatically lowered lead and customer acquisition costs.
Want to see how your business’ website or social channels can benefit from targeted videos for prospects in different stages of the marketing funnel? Contact us to learn how we can help tell your company’s story strategically through video.
