Transforming lead generation for a leading SaaS business
LiveTiles provide purpose-built SaaS intranet solutions for enterprise organisations, including branded collaboration hubs, employee communication apps, and an employee directory to connect hybrid and global workforces.
The business invested heavily in digital marketing, but:
- none of the channels delivered any tangible leads
- their SEO did not deliver high quality website traffic or meaningful enquiries
- content and digital campaigns lacked focus, meaning demo enquiries and bookings were few and far between
They approached Nutcracker to address the weaknesses in their digital marketing, and to deliver results that would finally delivery a return on their investment.
Our approach
We started with a review of the existing digital strategy, and identified clear weaknesses to address and opportunities to take.
The SEO and content strategy lacked priority, so we updated the website copy and blog topics to target high intent key words, capturing a share of the audience who were actively searching for intranet solutions
Because 23% of form submissions came from organic search, we refocused the goals for organic search to emphasise quality over quantity, so that that traffic represented genuine commercial opportunities and qualified prospects
We assessed and refined the website’ user experience and content relevance, so that users would stay longer on the website and be more likely to convert into a lead, and so that Google would better recognise the site’s value
Our audit found over 1,200 web pages that needed removing or consolidating because they were drawing irrelevant traffic or cannibalising the site’s search engine visibility.
On the relevant pages that remained, we rewrote the copy to satisfy commercial search intent, while performing continual on-page and technical SEO. To complement that optimisation, we briefed LiveTiles’ subject matter experts and our content writers to write new blog posts, guides, and content ‘pillar pages’ that mapped onto the user journey and guided visitors through a journey towards conversion.
We also maximised qualified leads by launching 27 pay-per-click and multi-region display campaign campaigns, iterated through A/B testing.
The results
In just eight months, we transformed LiveTiles’ digital marketing into a strategic, efficient, results-generating funnel:
We generated 1,334 form submissions
We increased website sessions by 67%
We secured multiple six-figure sales qualified leads, as part of an extensive new pipeline
As well as delivering the immediate impact that the business needed, the initial campaign provided the foundations that would support long-term digital ROI, allowing future campaigns and brand marketing to deliver reliable results and brand authority.
“We are thrilled with the results Nutcracker has achieved. The team are a pleasure to work with, knowledgeable and always happy to go the extra mile. I can’t recommend them enough”
Fiona O’Hara, Global Marketing Director, LiveTiles
Have your digital marketing campaigns led to disappointing results, or are you yet to launch a real SEO and lead generation strategy?
Nutcracker Digital starts with your commercial goals and works backwards, finding out where you need to be and the best way to get you there. Our approach to digital underpins everything, to maximise your results at every step on your customer’s journey.
Start with an audit, competitor evaluation, and audience analysis, and begin planning your digital marketing outreach.
Email our CEO at jenny.knighting@nutcrackeragency.com to discuss your business goals, and to see if we’re the partner to transform your digital marketing.
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