Full Funnel Case Study: Heap Sees 257% Increase in Lead Volume From Integrated Digital Campaigns
Location: San Francisco, CA
Heap is a leader in product analytics with auto-capture technology.
“Megethos has been a pleasure to work with...we were able to increase account performance by 1.4x“
– George Fang, Growth Marketing Manager, Heap
Cost per Lead Decrease
Lift in Brand Awareness
The challenge for Heap was simple - generate more quality leads at a lower cost per lead. As a B2B company in a challenging and competitive industry, we knew we would have to continue to adapt and optimize their paid media efforts via multiple channels to find success.
Our agency has the advantage of many clients in the B2B SaaS industry, so we knew we had the experience that it takes to drive results for Heap. We also had a couple tricks and tools up our sleeves with the experience of previous tests for similar clients. The main idea with an integrated approach was to ensure we were getting in front of a broad enough, yet extremely relevant audience. With this, we made sure to ask as many questions about Heap’s ideal customer to have all of the ammunition we needed in implementation. The strategy consisted of paid search via Google Ads, paid social via LinkedIn and programmatic display via the Megethos DSP Platform.
“We are thrilled when we have full client trust to run an integrated strategy and are able to use all of the pieces in our toolkit. That allows us to not only show our skills but get amazing results for our clients across the appropriate channels“
– Andrew Hollington, Director of Strategy
Google Ads Paid Search: Within Google, we wanted to expand on what the client was already doing, and above all, improve the efficiency. To improve efficiency, we focused on targeting and budget optimization. We split campaigns based on type and intent of the searchers. That allowed us to maximize budgets on branded keyword searchers and remarketing audiences. By implementing an integrated strategy, the remarketing portion was especially important since we know multiple touch points are required in longer sales cycles to get a conversion. In addition, we expanded by implementing competitor conquesting campaigns, where we could get Heap in front of high-intent audiences looking for competitive products. We employed competitor comparison landing pages here to entice prospects to give our client a try as they do their product research. Finally, we implemented our ongoing optimizations to improve on the results from the previous month, using data each time to make decisions within the account.
LinkedIn Lead Gen With a B2B approach, we find LinkedIn Ads to be a great tool to get in front of relevant prospects. The targeting is granular enough and the way we’re able to build campaigns produces great results. Our most important strategy within LinkedIn was breaking out remarketing audiences based on their intent on the website. From lowest intent to highest, we segmented the audiences as follows: homepage visitors, solutions page visitors, pricing page visitors, and shopping cart abandoners. This allowed us to analyze the data and optimize budgets based on performance and lead quality details the client was able to provide us.
In addition to the different audience intents, we also knew we needed to provide the client with high quality leads that could turn into customers. For this, we implemented job titles, company sizes and company industries relevant to Heap’s targeted customer and layered those audience segments on top of the above segments for more granular targeting.
Programmatic Display: For Display efforts, we used the same remarketing audience segmentation philosophy as LinkedIn, allowing us to maximize not only budgets on best performance, but best quality leads for our client. Display is just as important to stay intent focused, or else you could spend half your budget on mobile and see no conversions out of it. For that reason, we also segmented device segments in our DSP for audience targeting. We knew in the industry mobile users like to click the ads and not convert, so we focused efforts on desktops, where conversion rates were higher and we could get better results.
This segmentation and optimization combined with our agency DSP allowed us to attack remarketing and prospecting audiences that were the most relevant to the client, and most likely to convert.
Heap was ecstatic with the results... after 8 months of running the campaigns we saw an aggregated 257% increase in lead volume from the three channels, decreasing cost per lead by 27%. On top of that, the display prospecting campaign generated a 26% lift in brand awareness for mid-market audiences.