NOELLE DIGITAL

Goal

• Increase the volume of MGLs (Marketing Generated Leads) & improve the percentage of MGLs that fall within Wyng’s ICP (Ideal Client Profile)

 

Background

• Paid search efforts initially focused on promoting white papers and demo/trials.

• The content performed very well, generating a moderate volume of leads. However, prospects did not fit the criteria of Wyng’s ICP

• Demo/trial offers did not perform well. Conversion rates were very low due to these offers being utilized across audiences that were higher in the funnel. 

 

Approach

• We needed to change our approach to pivot our target to larger, enterprise companies. This needed to be done while increasing the overall volume of marketing generated leads.

• All Display efforts outside of remarketing were paused due to a lack of MQL production – conversion volume has been consistent and of strong volume, but the prospects were consistently SMBs

• Audit Competitor targeting: reviewed auction insights to see if there were any new competitors. Paused underperforming Competitor targets and created new segments based on new, relevant competitors in the industry

• Updated landing page template to be more consistent with Wyng’s branding and updated copy and messaging on the landing pages. Created unique landing pages for different verticals and keyword targeting for a more consistent experience

• Recommended new and updated content for keyword categories that had been paused

• Negative keyword sculpting in order to funnel traffic to the most relevant ad and offer

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Results

• After our strategy shifted in February, the volume of marketing generated leads (MGLs) increased 132% within the subsequent three months

• Within 30 days of rolling out the new strategy, the cost per MGL dropped 29%

• Prior to February, 18% of the leads being generated aligned with Wyng’s ICP (Ideal Customer Profile). From February to April this percentage increased, with over 30% of MGLs falling into the ideal customer profile

 

Once the recommended changes were implemented, Wyng began to see significant improvement almost immediately. Volume increased steadily month-over-month, with the CPMGL improving by wide margins every month. From February to the end of April, the cost per MGL dropped over 43%.

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