Tech Client
Avani Media was engaged to help Scale redefine their approach to paid media and lead generation. With Avani’s new focus on paid media services, they identified critical opportunities for Scale to leverage cross-channel strategies to elevate brand visibility among high-quality leads.
Tech Client
CASE STUDY
Record-Breaking Lead Engagement
HR Client
A prominent HR SaaS company needed to streamline its messaging and utilize new data sources to reach its ideal customer profile. We helped them see the highest level of lead quality they’d ever seen while saving $120,000 in operational costs.
Challenge
A prominent HR SaaS company faced a challenge in enhancing its outbound marketing capabilities. The company needed to streamline its messaging across various marketing channels and better utilize new data sources to reach its ideal customer profile. The primary objectives were to ensure consistent messaging across outbound paid channels, enable real-time targeting, and accurately measure results at both the individual and account levels. The ultimate goal was to improve customer acquisition through refined targeting, expanded publisher placements, and enhanced data quality.
Approach
Avani’s solution focused on implementing the Dynamic Demand Acceleration strategy to address the client’s needs effectively:
Step 1: Historical Publisher Analysis
The first step was a comprehensive review of the client’s existing publisher mix. This analysis aimed to identify what was working, where improvements could be made, and how leads were progressing through the funnel. By understanding these elements, Avani was able to pinpoint opportunities for optimization and refinement.
Step 2: Incorporation of New Publishers
To expand reach and improve targeting, Avani introduced region-specific publishers, particularly focusing on the EMEA region. This strategic addition was designed to enhance the client’s ability to connect with key target audiences in new geographic areas, thereby broadening their market presence.
Step 3: Continuous Feedback Loop
A crucial element of the approach was the development of a continuous feedback loop. Avani collaborated closely with the client to integrate data from their CRM and sales teams into the demand model. This real-time data integration allowed for ongoing optimization of marketing strategies based on the latest insights and performance metrics.
Step 4: Dynamic Demand Acceleration Solution
Avani implemented its Dynamic Demand Acceleration solution, which facilitated precise audience identification, publisher optimization, and rigorous lead quality measurement. This solution ensured that the client’s messaging was not only consistent but also effectively targeted and measured for optimal performance.
Step 5: Successful Pilot and Expansion
Following a successful pilot phase, Avani and the client are now working on deeper data integration and planning for global expansion. This phase aims to further enhance the effectiveness of the marketing programs and extend their reach on a global scale.
The Results
The implementation of Avani’s strategic approach led to impressive results
$120,000 Saved in Software
By optimizing their marketing processes and leveraging Avani’s solutions, the client achieved a cost savings of $120,000 in software fees.
75% of Engaged Leads Became Qualified Leads
The refined targeting and optimized messaging led to a notable increase in lead quality. Specifically, 71% of engaged leads were converted into qualified leads, demonstrating the effectiveness of the new approach in generating high-quality prospects.
Highest Internal Engagement from Leads
The client experienced the highest level of internal engagement from leads across all paid channels. This increased engagement highlighted the success of the targeted messaging and the overall effectiveness of the campaign.