PPC For SaaS
Elucidat is an award-winning authoring platform, best suited for large enterprise companies. This next-generation elearning software allows learning and development departments to create high-quality training for complex global audiences, super fast.
Brief
Elucidat wanted a holistic approach to all paid channels, including industry and SaaS related channels. They wanted a digital marketing agency that they can trust with all their paid and industry software platforms needs. An agency that has experience in the software space and can understand the particular challenges and opportunities in this industry.
Additionally, the company was embarking on changing its marketing approach from lead generation towards account-based marketing (ABM). They wanted a supplier who could understand ABM as well as focus on the quality of leads rather than the quantity.
As a fast-growing company with investor backing, they also wanted to supplement their internal marketing team and take some of the pressure off – both in terms of strategy and delivery.
We trust Vixen with our whole paid search marketing activity across all platforms, as well as software review listings. Their SaaS knowledge is second to none and they contribute considerably to our marketing strategy and execution. They have been instrumental in many of our commercial successes to date
Strategy
Focus on ICPs and multi-channel attribution
During the discovery stage, Vixen Digital reviewed all of the PPC and SaaS review platforms Elucidat was already using.
Additionally, we supported Elucidat with opportunity evaluation and strategy for adding new review platform vendors such as SourceForge.
Most importantly, the full reviews were heavily based on evaluating the channel’s ability to drive marketing qualified leads (MQL) conversions and in particular Ideal Customer Profile (ICP) MQL conversions. This was done by utilising Elucidat’s CRM, Hubspot, in the evaluation.
Based on the audits Vixen Digital developed a custom made management and consultancy package for Elucidat. This included a strategy and ongoing testing plans for each of the channels as well as a deeper dive into other opportunities in SaaS that are worth testing.
To track results, Vixen Digital implemented Attribution modelling for Elucidat, ensuring a better view of the customer journey, channel impact and ultimately marketing ROI.
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Impact
Google ads
For Google Ads, Vixen Digital developed a robust test and learn approach. So far the account has had over 10 tests running. This included everything from bidding strategies (CPA vs maximise conversions) to creating custom landing pages and testing for conversions.
As an example, this CRO test on the competitor ads included landing page optimisation in August. It resulted in a significant increase in conversion rate coupled with a decrease in cost/conv.
Results
Linkedin Ads
Vixen Digital has helped Elucidat run several Linkedin campaigns over the course of the engagement. Some of these campaigns were geared up towards lead generation while other targeted awareness.
Two of the most successful campaigns to date have been:
- Remarketing – This month-long campaign generated 21 MQLs and achieved a CTR rate of 1.92%
- Retail ABM campaign – This campaign generated 90 target account ICP contacts that were then integrated into the ABM campaign.
Overall, over the course of engagement Linkedin advertising has brought in 158 leads to Elucidat, of which 79% is in their target ICP audience.
SaaS industry-specific platforms management
Vixen Digital has managed all of Elucidat’s industry body listings and PPC. All industry profiles have been optimized to follow the newly developed company messaging and we are in the process of testing several bidding strategies.
The most notable impact has been implementing the G2 high intent data into the Elucidat workflow. Together with the Elucidat team, Vixen Digital supported the build of a custom workflow in Hubspot that enables the SDR team to follow up with high intent ICP audience, some of which are part of their ABM accounts. The workflow looks at engagement in a 30-day window. At the time of the workflow going live, the SDRs received over a 100 accounts that have shown high intent on G2.
We are currently working with the Elucidat team to further optimize the process and to make the most out of other integrations such as the one with Slack. This will allow the SDR team to prioritise their work and engage only with the accounts that are showing.
