MPOWR Envision, an innovative cloud-based strategic planning and execution software provider, sought to amplify its digital presence and generate high-quality leads for its sales team. To achieve this, they turned to 42 Agency, a partner capable of propelling them towards their aggressive growth and pipeline targets.
MPOWR faced several obstacles in its path to digital optimization:
High turnover rates with previous agencies had led to inconsistent execution and a lack of responsive strategies.
The existing paid media campaigns were not optimized, directing traffic to the homepage rather than targeted landing pages.
There is a need to significantly increase the number of opportunities and demos to meet revenue targets.
We built models to understand funnel conversion rates and funnel stages, establish the target cost per lead to remain profitable, and determine the number of leads and conversion rates required to hit pipeline targets.
42Agency took ownership of Demand Generation with MPOWR's senior Marketing Manager. We started by auditing what was in place previously, creating a roadmap for experimentation and new campaigns and assets. We also audited the integration of Pardot and Salesforce to ensure any net new leads were routed and assigned properly. We also researched the space from a competitive positioning, creative, and brand point of view.
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Redesigned the campaign structure across Adwords to focus on high-intent keywords that were more likely to convert, using insights from historical data and MPOWR's team.
Pardot Landing Page template was crafted and customized for each persona and campaign, improving conversions by 7%.
Tracking Integration between Google Ads and Pardot enabled a feedback loop, improving targeting and keyword strategies.
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