Workfront 48% Growth in Enterprise Business Leads

Our partnership with Workfront, a cloud-based work management tool for enterprise businesses, began in September 2017.

Objectives and Challenges

Our main aim was to increase leads and in turn sales of their project management software, specifically targeting decision makers within enterprise businesses.

As Workfront are a US company, the brand had limited presence in the UK and EMEA. We were tasked with building the digital brand across these regions before encouraging users to convert.

Goals and KPIs

Alongside expanding brand reach, there were some key goals to work towards:

  • Overall 28% growth for EMEA
  • Increase number of PPC leads
  • Reduce PPC cost per acquisition (CPA)
  • Increase quality of inbound leads to engage more enterprise businesses
  • Targeting the right audience

The core focus was to engage with enterprise businesses and to try and reduce wasted spend from SME clicks. We identified our audience to be key decision makers age 35+, and mid to high annual income between £35-50k.

Although Google drives high volumes, we introduced Bing into the mix to boost quality search traffic from varying demographics as the audience differs from Google.

Due to Workfront being a lesser known brand across the EMEA regions we introduced LinkedIn sponsored content advertising to drive awareness. We used an offering of resources including blog posts, white papers and articles to gain that awareness and drive market thought leadership.

Winning Strategy

Within an enterprise business there are several roles involved in the decision making process. Based on this we needed to tailor our campaigns for different touch points in this process. This would involve:

  • Display Advertising – to build awareness for the brand
  • PPC – to drive leads within a Cost per Acquisition target
  • LinkedIn – to target a selection of desired enterprise businesses by decision maker seniority
  • Twitter – to promote the brand and engage audiences alongside attendance at exhibitions and events

With this campaign we faced multiple challenges which needed a range of creative implementations.

Localisation

The existing Google Ads account included no local language usage and a limited understanding of each different search behaviour from country to country. Due to our experience working across EMEA accounts in the past we were able to demonstrate the need for designated landing pages for the core markets including UK English, Dutch and Swedish. With this we also added Dutch and Swedish keywords and ads to target the audience more effectively.

Crowded market with high CPC’s

Competition in the “project management software” industry is extremely high, with many offering free or low cost alternatives to Workfront. This meant ensuring the value and key
USPs for enterprise were clearly promoted, not only through our ads but throughout the website and landing pages.

To understand and analyse the most effective CPC strategy, we segmented our campaign in to five key sections including Brand, Non-Brand UK, Non-Brand Nordics, Non-Brand Benelux and Non-Brand Dach. This allowed us to see CPC’s specifically by region, so we could save budget to invest into the markets which were driving results.

Enterprise audience targeting

To capture the right audience in the search results we needed to ensure our ad copy relayed the correct tone of voice and language for an enterprise business. To do this we ran multiple tests using key words such as ‘enterprise’ within the first headline, second headline and description. We soon found that although the adverts with ‘enterprise’ in the first headline didn’t drive as many clicks, they definitely delivered higher quality enterprise leads. To further this we also included specific copy within the site extensions including team sizes, licence needs and industry recognition such as awards for the product.

Workfront Enterprise ad

Results & evaluation

Top priority of identifying the campaigns success was to understand if enterprise leads were being driven. Workfront regularly reported back to Digital Clarity on the quality of leads and they were also able to report on which campaigns those leads came from by importing data from Salesforce back into Google Ads. The data also identified whether a lead was non qualified, auto qualified or a fully qualified lead.

Workfront Case Study CPA reduction YOY

With a blend of platforms and search tactics we were able to drive impressive results helping new and returning users down the conversion funnel.

The numbers below showcase the results comparing H1 2017 to H1 2018:

  • Clicks from Google Ads have seen a dramatic 90% increase
  • CPC has seen a 46.5% decrease, and CPA has been reduced by 37.6%
  • The number of enterprise leads has increased by 48%
  • Marketing influenced pipeline increased by 112% over the same period
  • UK & EMEA overall revenue increased 88%
Digital Clarity have been shortlisted for the prestigious UK Search Awards  in t
Digital Clarity have been shortlisted for the prestigious UK Search Awards  in the ‘Best Use of Search in B2B’
.
The UK Search Awards are recognised across the digital marketing industry and the judging is a robust, credible and transparent two-step process, involving pre-scoring and a judging session where the panel discusses each entry in detail .
We are delighted to be recognised in the competitive landscape of B2B Marketing especially amongst our peers that include leading search and digital agencies from across the UK and the globe who are delivering work for the UK market
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#digitalclarity #digitalagency #digitalmarketing #uksearchawards #uksearchawards2019 #ppc #seo #b2b #softwaresales #propertymarketing #luxurymarketing #guildford #surrey #socialmediamarketing #topseo

Posted 3 days ago.

Digital Clarity have been shortlisted for the prestigious UK Search Awards in the ‘Best Use of Search in B2B’ . The UK Search Awards are recognised across the digital marketing industry and the judging is a robust, credible and transparent two-step process, involving pre-scoring and a judging session where the panel discusses each entry in detail . We are delighted to be recognised in the competitive landscape of B2B Marketing especially amongst our peers that include leading search and digital agencies from across the UK and the globe who are delivering work for the UK market . . . #digitalclarity #digitalagency #digitalmarketing #uksearchawards #uksearchawards2019 #ppc #seo #b2b #softwaresales #propertymarketing #luxurymarketing #guildford #surrey #socialmediamarketing #topseo

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Some of the DC team visiting Decorex today at Olympia, London .
Decorex is the i
Some of the DC team visiting Decorex today at Olympia, London .
Decorex is the international interior design show featuring exceptional furniture, fabric, lighting and craft
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#interiordesign #furnituredesign #lighting #lightdesign #kitchendesign #bathroomdesign #wardrobes #decorex #decorex2019 #digitalmarketing #digitalagency #guildford #olympia

Posted 1 week ago.

Some of the DC team visiting Decorex today at Olympia, London . Decorex is the international interior design show featuring exceptional furniture, fabric, lighting and craft . . . #interiordesign #furnituredesign #lighting #lightdesign #kitchendesign #bathroomdesign #wardrobes #decorex #decorex2019 #digitalmarketing #digitalagency #guildford #olympia

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There's everything to be said for being nimble, but rushing for the sake of proc
There's everything to be said for being nimble, but rushing for the sake of proclaiming agility is foolhardy
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Be measured
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The time spent thinking through all possible scenarios and consequences is well spent
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whether it's considering a difficult conversation . or a new pitch to a prospective client
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#shakespeare #shakespearequotes #friday #businessquotes #business #wordsofwisdom #successquotes #stoicism #meditations #midfulness #digitalclarity #romeoandjuliet

Posted 1 week ago.

There's everything to be said for being nimble, but rushing for the sake of proclaiming agility is foolhardy . Be measured . The time spent thinking through all possible scenarios and consequences is well spent . whether it's considering a difficult conversation . or a new pitch to a prospective client . . . #shakespeare #shakespearequotes #friday #businessquotes #business #wordsofwisdom #successquotes #stoicism #meditations #midfulness #digitalclarity #romeoandjuliet

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A Banksy artwork depicting MPs in the House of Commons as chimpanzees has been s
A Banksy artwork depicting MPs in the House of Commons as chimpanzees has been sold for almost £9.9 million, in what organisers say is a record for the street artist
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Devolved Parliament, which is four meters wide, was first unveiled as part of the Bristol artist's exhibition Banksy vs Bristol Museum in 2009
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It went under the hammer at Sotheby's in London on Thursday and after 13 minutes of bidding, sold for £9,879,500. It had a guide price of between £1.5-2 million
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#banksy #art #artistsoninstagram #artist #contemporaryart #satire #artinvestment #artinvestor #sothebys #sothebysonline #artexhibition

Posted 1 week ago.

A Banksy artwork depicting MPs in the House of Commons as chimpanzees has been sold for almost £9.9 million, in what organisers say is a record for the street artist . Devolved Parliament, which is four meters wide, was first unveiled as part of the Bristol artist's exhibition Banksy vs Bristol Museum in 2009 . It went under the hammer at Sotheby's in London on Thursday and after 13 minutes of bidding, sold for £9,879,500. It had a guide price of between £1.5-2 million . . . #banksy #art #artistsoninstagram #artist #contemporaryart #satire #artinvestment #artinvestor #sothebys #sothebysonline #artexhibition

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Happy 21st Birthday Google 🎂 Google is the world's most visited website - it'
Happy 21st Birthday Google 🎂 Google is the world's most visited website - it's even one of the most-searched terms on Bing.
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As a Google Premier Partner, we have been delighted to have been on this journey. .
Want to learn more about the Google eco-system and how you can benefit your business? .
Call +441483 388 270 | Email: info@digital-clarity.com | @digitalclarity
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#google #googleads #ppc #seo #ppcagency #seoagency #ppcexperts #digitalmarketing #digitalagency #digitalmarketingagency #socialmediamarketing #facebookads #guildford #surrey #london #hants #berks #bucks

Posted 2 weeks ago.

Happy 21st Birthday Google 🎂 Google is the world's most visited website - it's even one of the most-searched terms on Bing. . As a Google Premier Partner, we have been delighted to have been on this journey. . Want to learn more about the Google eco-system and how you can benefit your business? . Call +441483 388 270 | Email: info@digital-clarity.com | @digitalclarity . . . #google #googleads #ppc #seo #ppcagency #seoagency #ppcexperts #digitalmarketing #digitalagency #digitalmarketingagency #socialmediamarketing #facebookads #guildford #surrey #london #hants #berks #bucks

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Success is a series of small wins. If you get one percent better each day for on
Success is a series of small wins. If you get one percent better each day for one year, you'll end up thirty-seven times better by the time you're done.
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#suntzu #suntzuartofwar #succes #successquotes #digitalagency #digitalclarity #digitalmarketing #content #mondaymotivation #winning #strategy #digitalexperts #motivation #businessquotes #growthmindset

Posted 1 month ago.

Success is a series of small wins. If you get one percent better each day for one year, you'll end up thirty-seven times better by the time you're done. . . . #suntzu #suntzuartofwar #succes #successquotes #digitalagency #digitalclarity #digitalmarketing #content #mondaymotivation #winning #strategy #digitalexperts #motivation #businessquotes #growthmindset

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It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digi
It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digitalmarketing

Posted 1 month ago.

It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digitalmarketing

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Great meeting our team at Google HQ - what a view! .
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#google #googleuk #goog
Great meeting our team at Google HQ - what a view! .
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#google #googleuk #googlelondon #ppc #seo #googleads #digitalagency #digitamarketingagency #analaytics #digitalmarketing #guildford #socialmediamarketing #socialmedia #marketingdigital

Posted 1 month ago.

Great meeting our team at Google HQ - what a view! . . . #google #googleuk #googlelondon #ppc #seo #googleads #digitalagency #digitamarketingagency #analaytics #digitalmarketing #guildford #socialmediamarketing #socialmedia #marketingdigital

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