(Package Tracking Software)
SaaS Consulting, Demand Generation, Inbound Marketing, Paid Marketing, Sales Optimization & Enablement, Web Design & Development, SEO
HubSpot Marketing & CRM, Intercom, AskNicely, Segment
Before we established any new strategies we needed to know which types of potential leads to focus on for the new content. By working with EZTrackIt’s CEO and sales team, we created a list of buyer personas - descriptions of target clients we use to direct marketing efforts. From there, we also created a list of keywords to start building out the content calendar.
After reviewing their Google Adwords account, we noticed there were many generic keywords listed, which lead to excessive spending and low quality lead generation. After reworking the ad campaign in August, EZTrackIt’s total spend over the next 5 months (August - December) was $889.24 compared to the previous 5 months (February - July) at $9,198.80. This change catalyzed the beginning of the lead quality shift. However, we still needed to keep a close eye on the number of quality leads being generated since there was a drop in ad spend.
After mapping out EZTrackIt’s buyer personas and discovering the best keywords to direct our content marketing efforts, we began to build new landing pages for specific targeted audiences. Then we mapped any current campaigns or ads to the new landing pages, giving us a great start on filtering out the lower quality leads.
Inturact's efforts led to an increase of 144.28% in lead quality while saving $8309.56 on ad spend, and EZTrackIt was still able to see an increase in the amount of accepted leads.