Digital Marketing B2B Case Study

Generate Efficient CPL

In this digital marketing B2B case study, Blue Yarn Media helped Cascadeo, a cloud startup, achieve 333% lead growth and reduced CPL 77%.

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Reach Target Audience

Utilize multiple digital advertising platforms to reach IT buyers and ITDMs.

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Develop Creative Testing Plan

Create and implement ongoing A/B test strategies to achieve results.

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Leverage Data-Driven Insights for Campaign Optimization

Refine digital marketing channel selection, bidding models, and other campaign elements to reduce CPL.

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OUR RESULTS

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CPL

%

CTR

%

Engagement Rate

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Leads

"Blue Yarn Media helped us accelerate our growth and create a methodology to grow qualified leads."

Scott Klooster
Senior Vice President

"Blue Yarn Media was a true partner, giving us white-glove service and providing recommendations to help our entire business – not just the advertising initiatives."

Chris Reimer
SVP Sales

ABOUT THE CLIENT: CASCADEO

Cascadeo is a leading provider in the Cloud DevOps space. They work with clients on end-to-end deployment and management of cloud services – from strategy to execution to automation and incident response.

DIGITAL MARKETING Challenge

Cascadeo had never advertised online and wanted to maximize their budgets to make the biggest impact possible. The Cascadeo team wanted to generate interest, and most importantly, lead volumes for their consulting service.

B2B DIGITAL MARKETING Method

Blue Yarn Media met with the Cascadeo team to gain a more complete understanding of their business. Then the marketing team at Blue Yarn Media partnered with Cascadeo to ensure they were ready to begin digital marketing:

Best Practice Guides

Cascadeo did not have prior experience creating gated landing pages. In order to build campaigns set up for success, the Blue Yarn Media team provided a best practice guide to improve gated landing page conversion rates. In addition, ongoing reviews and feedback during the design process helped to ensure the campaigns were setup for success.

Tracking Setup

Blue Yarn Media and Cascadeo wanted to ensure that pixels were setup to correctly track conversions. Furthermore, it was critical that information such as lead source, would be passed into Cascadeo’s CRM. This would allow for ongoing optimization based on quality leads and not just the initial conversion.

Creative Recommendations

Cascadeo was in its infancy of developing market positioning strategy. Blue Yarn Media did a competitive analysis and collaborated with Cascadeo to develop messaging and provide image recommendations that would appeal to the target audience. The team shared top attributes of images and video that perform well on social media.

ONLINE MARKETING Solution

With the challenges outlined and the foundation in place, Blue Yarn Media was ready to execute the B2B digital marketing plan. This was done in 3 iterative phases.

Engage with Target Audience

Identified advertising channels to engage Cascadeo’s target audience:

Launched tests on Google Ads, LinkedIn, and Facebook to reach the IT decision maker target audience.
Cascadeo had a robust customer list from prior tradeshow participation that was leveraged to programmatically identify similar audiences on Facebook.

Testing & Ongoing Research

Initial creative testing quickly revealed that Cascadeo’s message wasn’t resonating with decision makers. Relevance scores were poor in Facebook and cost per lead was more than double the target.

Blue Yarn Media performed competitive research, pulled demographic reports, and developed a recommendation for new creative. The Blue Yarn Media team also wrote new content for the landing page, so the ad messaging and landing page would be aligned.

Data-Driven Insights & Optimizations

As the campaign progressed, the Blue Yarn Media team continued to optimize based on data-driven insights:

Underperforming channels had budget reallocated.
Campaigns were paused on weekends to focus budget on better-performing weekdays.
Facebook was also added to utilize lookalike targeting, as well as retargeting from Cascadeo’s robust customer lists.
Lower costs on Facebook enabled more rapid ad copy testing to inform current and future messaging strategies.