SUCCESS STORY
5x Increase in Qualified Lead Volume with 7x Lower Ad Spend Per Qualified Lead
LINKEDIN ADS, GOOGLE ADS, SALES ENABLEMENT, AND COMPETITIVE INTELLIGENCE.
Client: Yello
Project Timeline: Dec 2022 - April 2023
Services Provided: SEO Audit, Competitive Audit, Lead Scoring, LinkedIn Campaigns, Google Ads and Retargeting Campaigns
The Challenge
As a B2B SaaS leader with over 150 employees, Yello has a sophisticated marketing strategy and team in place - but needed to reach the next level of success. When partnering up with Yello, we targeted a faster, stronger flow of qualified leads with decision makers at large enterprises. To expand the pipeline of MQLs, demos, and revenue, we rebuilt key components of Yello’s marketing mix, turning them into well-oiled machines.
The Process
Starting in December 2022, The Moving Company took Yello’s established marketing tactics to new heights - including a 5x increase in leads from digital ad channels with a 7x reduction in ad spend per qualified lead.
The project kicked off with the 4-week Foundations leg of our project which included an SEO audit to identify SEO opportunity gaps of the current site, as well as a competitive audit to show us what’s working (or not working) for our competitors in the marketplace. We delivered critical competitive intelligence: competitive display ads, paid search ads, top performing content, and key messaging of Yello’s top competitors, which helped us identify key points of parity and align on our primary points of differentiation for our advertising and marketing content. We also reviewed the sales team’s current lead scoring process, providing lead scoring methodologies based on the unique structure of their sales process.
After establishing strong foundations for the work ahead, we moved on to LinkedIn lead generation - and hit a grand slam immediately upon launching our new creative. We created a variety of LinkedIn ads, where we ran a series of simultaneous experiments with ad design, bid strategies, audience targeting, formats, and messaging. These experiments were critical to achieving massive ROI from the start.
We also developed a library of Google retargeting display ads targeted to all site visitors and specific client lists, with select exclusions removed. Finally, we crafted Google search ads, performed advanced keyword research, and made ongoing improvements to ensure our campaign was continuously optimized. We used Google almost entirely for commercial intent leads and this approach, which targeted all relevant contextual searches (within budget capacity), tapped into direct daily demand on Google Search.
Problem Solved
Generally, Yello’s account success was transformed under MCO - with a 7x decrease in ad spend per lead combined with a massive 5x increase in advertising lead volume per day in just 120 days from launch. We also doubled lead qualification from advertising channels - achieving more than 2x increase in qualified lead rate (43% of new leads were qualified when we started, which increased to a whopping 91% after 120 days).
We created and delivered hyper-targeted, segmented campaigns to allow for continuous cycles of fresh ‘sales air cover’ and direct demand generation. As a result of our team’s design, copywriting, project management and technical implementation expertise, in the 30 days prior to wrapping up our 5-month project sprint with Yello (and in just 2 months of being live on these accounts), we drove almost two qualified leads per business day from enterprise organizations.
Yello’s tremendous success with The Moving Company was ultimately a result of thoughtful strategy, a true partnership of collaboration with the client, and fast execution and scientific evolution by a seasoned team of designers, copywriters, strategists, and technical marketers.
