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%
Today is 1st June 2020 - the meteorological first day of summer and half-way thr
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Today is also the day that many of the lockdown restrictions in the UK are being eased and businesses that have been trading, prepare to awake from their slumber . 
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Today is 1st June 2020 - the meteorological first day of summer and half-way through the year. Though it will not be business as usual . Today is also the day that many of the lockdown restrictions in the UK are being eased and businesses that have been trading, prepare to awake from their slumber . What will you business look like as we prepare to head into the second half of the year . Have you embraced and enhanced your digital framework to transform your business . Learn how we can make your next 6 months successful - contact @digitalclarity | info@digital-clarity.com | +44148 338270 . . . . #business #guildford #digitalgrowth #businessgrowth #ppc #seo #b2b #b2c #marketingagency #google #consulting #digitalmarketingagency #socialmediaagency #digitalagency #growth #planning #digitalconsulting #instagramads #facebookads #seotips

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Deepak Chopra often talks about seeing opportunity when we sometimes see no future. He mentions that this opportunity is increased if the other areas in our life like health and mental wellbeing are in tune . Back in 1980s Chopra was disillusioned within Western medicine’s sometimes short-term approach and after desperately trying to give up smoking, turned to meditation to help . This quest led to a chance meeting in India with Maharishi Mahesh Yogi and Ayurvedic medicine - Chopra seeing this as an opportunity to bring this to Western society . The rest as they say, is history . . . . . #quotes #wisewords #opportunity #quote #motivationalquotes #thursdaymotivation #win #hustlehard #resilience #content #digitalclarity #marketingagency #digital

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A creative powerhouse in your pocket . The iPhone has revolutionised how we create on the move and run our business . Whether you are creating a post, writing a blog or running a report, the phone in your pocket; connects you to the world, your business and your customer . Digital Clarity work with CEO’s and owner managers of business to help them and their teams in the digital economy . Learn how we can help you grow . Call: +441483 338 270 | info@digital-clarity | @digitalclarity . . . . #iphone #digitalmarketingagency #ppc #seo #socialmediamarketing #socialmedia #instagrammarketingtips #facebookads #instagrammarketing #googleads #creative #design #digitalagency #socialagency #createdonthate

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SEO is often thought of as free. The fact that you don't pay for the clicks has led to this perception, but how much does SEO cost? . On the face of it that could suggest it is free or at least a much cheaper channel compared to PPC . However, search engine optimisation requires time, effort, expertise and therefore money - whether doing it in-house or outsourcing - our latest blog takes a look at what the possible SEO costs are and why they can vary so much - LINK IN BIO . . . . #seo #seotips #seoagency #befound #google #bing #organicsearch #ppc #searchengineoptimization #marketing #digitalagency #digitalconsultancy #digitalclarity #digitaltransformation

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Are you ready to ‘create’ your business for the new buyer? . What will your business look like in June 2020 and beyond? . As people shift behaviour - prepare your business for the new way of working and doing business - pivot and create . Learn more: @digitalclarity | info@digital-clarity.com +441483 338 270 . . . . . #newbusiness #newnormal #resilience #digitalmarketing #digitalconsulting #digitalmarketingagency #creative #socialmediamarketing #socialmedia #instagrammarketing #facebook #google #googleagency #ppc #seo #analytics #guildford #surrey #london #pinner #horsham #southampton #basingstoke #woking

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