Post
Case Study
Government Technology
Understanding Optimal Campaign Efficiency
Problem:
A relatively small government technology services provider was
looking to increase its visibility with buyers and influencers within
the federal government. Though contract season runs from late
summer through the beginning of fall, we conducted a longterm
marketing effort beginning in March to reach more
purchasing agents and internal technology professionals while
maintaining a brand presence over a long period of time.
Solution:
Xponent21 was contracted to design and deploy an integrated digital marketing campaign. After
completing a deep discovery and conducting research on the target audience, Xponent21 designed a
cross-platform digital advertising campaign. The following is an overview of the tools and tactics used.
Search
Google Adwords search
advertising campaign
bidding on technology-related
searches, micro-targeted
to radii around
various government
offices and military
installations worldwide.
Text-based LinkedIn ad
campaign micro-targeted
to purchasers and
influencers in various
agencies within the federal
government.
Display
Google Adwords dynamic
display ad campaign
through an industry-related
media company
with various websites
centered on government
purchasing.
Retargeting/ Remarketing
Google Adwords dynamic
retargeting ad campaign
promoted to visitors with
high engagement in the
website’s content.
Because we did not expect many conversions with this campaign
until late in the summer and because prospects would not be
contacting the client for service directly, we were forced to
identify KPIs that were not necessarily conversion-focused. We
defined three main actions that would identify an engaged
visitor, and we gave the client’s sales team access to a wealth of
data around the site’s visitors. This enabled their team to hone in
on and cultivate lead opportunities when they were at their
highest level of engagement.
Xponent21 provides ongoing campaign optimization services that include weekly A/B tests and incremental improvements across all levels of their digital marketing efforts in an attempt to further improve the engagement and to grow a healthy, qualified audience for retargeting.
Xponent21 provides ongoing campaign optimization services that include weekly A/B tests and incremental improvements across all levels of their digital marketing efforts in an attempt to further improve the engagement and to grow a healthy, qualified audience for retargeting.
Outcomes:
The campaign and the data that we made available to the client’s internal team has led to
the closing of significant new business. Since launching the campaign in early March,
new client opportunities derived from our efforts have generated an ROI of
1007.68%, representing an increase of 35.69% over the previous year.
Scope of Work
| ITEM | DESCRIPTION |
|---|---|
| Digital Marketing | Build Adwords campaign. Manage Adwords, Linkedin ads, develop ongoing strategy |
| Google Adwords | Drive focused traffic to site, build brand awareness |
| LinkedIn Ads | Drive focused traffic to site, build brand awareness |
ROI Generated
| PERIOD | REVENUE GENERATED | ROI |
|---|---|---|
| Buying Cycle (Aug 1 - Thru Oct 31, 2017) | Increase of 45.5% over previous period | 556.53% |
| 12-Month Cycle (Nov 1, 2016 - Oct 31, 2017) | Increase of 35.69% over previous year | 1007.68% |
New data insights allowed the client’s sales team to capitalize on
a number of opportunities they were pursuing by being able to
contact engaged buyers on the exact day they were showing
interest. Furthermore, we’ve been able to grow their remarketing
audience at an exponential rate since the outset of the
campaign.
The client reported additional intangible effects of the campaign, including:
Further establishing brand awareness and their “expert” status within their field
Increasing the amount of new business directed towards the client because the customers “found them on the web”
Winning more deals through brand name justification.
Through incremental changes to the website and the
campaign, we’ve also affected continuous improvements in
the volume of qualified traffic, the rate at which visitors
engaged and the number of visitors who conducted one of
the identified key actions.
Summary:
The 2017 marketing effort produced a return well above
the break-even goal identified by the client. A well-orchestrated
digital marketing campaign begins with a
basic idea of what could work but does not conclude even
when it begins to produce the desired results. The insights
we are able to glean by conducting continuous tests allow
us to deploy the best variables on a regular basis. These
incremental changes to a campaign truly do lead to
sustainable exponential growth. Our commitment to our
clients is that good enough isn’t good enough and we can
always deliver continuously improved results through data-driven
insights.
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