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%
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As London Fashion Week is in full swing, this quote from one of the doyenne’s of the industry reminds us that we should never give up. .
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As London Fashion Week is in full swing, this quote from one of the doyenne’s of the industry reminds us that we should never give up. . . . #londonfashionweek #londonfashionweek2020 #cocochanelquotes #inspirationalquotes #digitalclarity #digitalmarketing #digitalconsultancy #motivation

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Posted 1 week ago.

An intriguing and alternative way to assess agencies – AI . Ad World Masters Agency of the Year highlights the best agencies around the world, based on its underlying technology and unique data. Digital Clarity - Silver Winners . The company uses AI (artificial intelligence) and a unique combination of crowdsourced, raw and verified data to assess the calculation for the Agency Score and ranking . The data of over 10,900 agencies has been processed and assessed by the company’s artificial intelligence algorithms . The Agency Score is a representation of both digital and human-controlled data such as Reviews, SEO, Social, Web performance, Awards, and more. This Agency of the Year title elevates and promotes the best agencies through factual and objective data . . . . #digitalclarity #awardwinning #ppc #seo #digitalagency #digitalmarketingagency #digitalconsulting #digitalconsultant #socialmediamarketing #socialagency #contentcreator #contentmarketing #ai #guildford #surrey #hants #london

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Posted 1 week ago.

As Napoleon Hill says in his book, Think and Grow Rich, “Most great people have attained their greatest success just one step beyond their greatest failure.” . In these volatile times business needs to be resilient and build those business muscles that have carried you this far . One armour that can project confidence and strength is marketing . Sharing your business in the right way, on the right platform at the right time can reap huge benefits . . . . #business #resilience #wilsonluna #growthmindset #digitalclarity #guildford #mondaymotivation #monday #marketing #digitalagency #digitalconsultant

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A long drive was rewarded
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Great visiting our client Chatsworth House yesterday . A long drive was rewarded by seeing the House, set in the backdrop of the landscaped gardens bathed in beautiful winter sun . Currently working on enhancing the brand online and developing the ecommerce offering . #chatsworthhouse #chatsworth #derbyshire #ecommerce #royalfamily #royalhouse #art #gardens #fineart #statelyhome #prideandprejudice #janeausten #farmshop #sustainability

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In a world of immediate social media gratification, it is sometimes easy to forget the impact one person can have on society . With the sad passing of Kobe Bryant and the no doubt countless tributes he will receive, it shows that the force for human good will always outweigh the bad . His career and legacy will show how one man overcame negativity to become the top in his profession and inspire countless individuals to do better in their lives. . . . . . #kobe #kobebryant #lalakers

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Great day at Bett 2020 @excellondon - Bett is the first industry show of the year in the education technology landscape
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