The Challenge & Goal
As Q2 2023 kicked off, Swan.io needed to quickly ramp up their SQLs to build a strong sales pipeline before the slower Q4 season. We were tasked with increasing lead volume in the second quarter without significantly increasing the digital marketing spend. Our focus thus far was mainly on driving more contact form conversions through LinkedIn campaigns, Google Ads (search, display and YouTube), and retargeting across both platforms.
With a specific sales target for Q2, our goal wasn’t just about getting more leads – it was about ensuring those leads were high-quality and ready to convert. We knew B2B lead generation can be challenging, with only about 20% of the target audience typically in buying mode at any given time, and the remaining 80% had either just purchased or weren’t yet ready to engage with sales content. To tackle this, we needed to establish a stronger lead nurturing process to turn MQLs into actual deals.
Solution
Our strategy was to develop a multi-stage approach focused on acquiring valuable sales leads and nurturing them until they were ready to make an informed purchase. This was crucial since many prospects weren’t prepared to buy right away due to factors like budget constraints or a lack of awareness of their needs.
At the start of Q2, we worked with Swan.io’s content team to create a strategic content matrix and planned the release of key materials, including case studies, expert articles, and video testimonials. At the same time, we helped Swan.io produce and distribute valuable content across various digital channels.
For the ad campaigns, we took a multi-channel approach, leveraging both Google Ads and LinkedIn Ads. Google Ads were optimized for both brand awareness and lead generation through thorough keyword research and diverse campaign formats. LinkedIn Ads employed a dual strategy: nurturing prospects with informative content and converting leads through targeted retargeting campaigns.
Implementation
We kicked off the campaign by revamping Swan.io’s Google Ads account. This involved restructuring the campaigns, setting up advanced tracking for key conversion actions, and conducting A/B testing on both the campaign settings and website structure. These efforts maximized brand visibility and lead generation across all formats. The A/B testing on the Home Page led to a 7.31% improvement in conversion rates for users interested in testing the software in the Sandbox. As a result, inbound leads from Google increased by 13% QoQ.
On LinkedIn, we implemented a dual strategy. The first phase focused on nurturing potential customers with informative content, driving traffic to Swan.io’s website, and building brand awareness among the target audience. Simultaneously, we launched a conversion-focused campaign targeting specific companies and job titles, retargeting users who had previously engaged with Swan.io’s content to convert them into SQLs. This approach led to a 62% increase in ad clicks and a reduction in CPC by €1.20 QoQ, boosting both reach and click-level efficiency.
Additionally, we conducted an in-depth B2B marketing workshop with Swan.io’s team. This workshop emphasised the importance of content marketing for lead generation and helped establish a standardised lead qualification process. By aligning the definitions of leads, MQLs, and SQLs between the sales and marketing teams, we ensured a unified focus on driving high-quality leads.
Results
The strategic approach we implemented in Q2 yielded significant successes:
- We achieved a 24% QoQ increase in MQLs while maintaining an 8% QoQ increase in media budget, ensuring satisfactory CPL efficiency for the business, meaning 25€;.
- Most notably, there was a 51% QoQ rise in expert appointments and scheduled calls, categorised as SQLs. This kept the sales team busy with highly promising prospects throughout Q2 and early Q3.
- Our upper funnel initiatives, primarily on LinkedIn but also on Google Display and YouTube, drove a 149% QoQ increase in website traffic. This surge enabled various remarketing opportunities in Q3.
Conclusion
Swan.io’s Q2 campaign was a resounding success, achieving significant growth in SQLs and laying the foundation for continued expansion in their key markets in the next quarter of 2023. The collaborative effort between our teams not only met but exceeded the client’s expectations. As a result, Swan.io has opted to continue and expand our partnership, paving the way for even greater achievements in the upcoming quarters.
