B2B Performance Marketing Case Study

Scale Global B2B Demand GenERATION CAMPAIGNS

Matterport, a tech startup, sought to grow its global demand generation campaigns. By integrating social and programmatic display strategies, Blue Yarn Media increased SQL conversion rate 64%.

Collaborate with Sales Team

Identify attributes and messaging to better reach target audience.

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Develop Nurture Approach

Recommend new soft content to introduce product and multi-touchpoint strategies to convert.

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Full Funnel Reporting

Blue Yarn Media’s dashboards integrated advertising data with Salesforce reporting for high-impact optimizations.

OUR RESULTS

CPMQL

Conversions (MQLs)

Site Visits

SQL Conversion Rate

"I was impressed that the Blue Yarn Media team suggested meeting with our sales team to learn from their experiences with advertising leads."

David Rabee
Marketing Director Worldwide

"Blue Yarn Media’s analytics capabilities were instrumental in helping us get the insights we needed to optimize our campaigns and spend. The team is dedicated and focused on getting the real business results we need."

Hari Rao
Director of Demand Generation & Performance Marketing

"Their holistic, strategic thinking shone through not only in the planning stages, but in the results they achieved."

Chris Bell
CMO

Matterport is the leading producer of immersive 3D experiences. Matterport makes it easy to create digital twins to showcase properties. The technology is widely used for virtual walkthroughs by real estate professionals, construction companies, insurance firms, hotels, event spaces and photographers.

Challenge

Matterport ran a global B2B demand generation campaign to fuel their explosive growth. They had online advertising campaigns in market that were generating a high volume of leads. Although the volumes were keeping sales busy, the leads were not high quality. As a result, the sales team was spending time inefficiently. They were working unqualified leads or trying to nurture leads who were not yet ready to buy.

Method

Blue Yarn Media assessed existing campaigns before crafting a revised B2B campaign focused on new lead generation strategies:

Sales Team Collaboration

Collaborated with global sales team members and sales operations. Blue Yarn Media scheduled interviews with a representative from each key sales market. The Account Director asked each representative for information about why leads were being disqualified. Blue Yarn Media transformed the candid experiences of the sales team into key insights. These key insights led to an updated media plan focused on quality leads.

For example, Sales provided information that allowed the Blue Yarn Media team to better hone in on the target audience definition. Tactical updates were also made to campaign setup – lead forms were tweaked, and targeting parameters were updated. In addition, there was an opportunity to further align ad copy and landing pages to drive conversion rates and quality.

Full-Funnel Marketing Dashboards

Utilized proprietary full-funnel marketing dashboards to delve into insights that unite Salesforce and ad platform data. An analysis was done to uncover trends about which markets, platforms, ad formats, and audiences were highest-performing from a quality and sales perspective. This analysis led to several key insights that impacted the demand generation programs going forward.

Highest performing markets had sales teams in-market.
Traditional social channels performed better than emerging channels.
Some smaller European markets did not currently have enough engaged site visitors for effective remarketing.

Solution

Blue Yarn Media developed an integrated B2B marketing campaign to generate qualified leads. The new performance marketing campaign layered demand generation tactics with an awareness approach.

Shorten Sales Cycle

Provide a nurture approach to shorten the sales cycle. The awareness layer was especially important to support smaller global markets where Matterport was not as well known. These multiple touchpoints increased the quality of the prospects, who were ready to buy when contacted by Sales.

RECOMMENDED SOFT CONTENT

Blue Yarn Media recommended launching with more soft content for people who were unfamiliar with the company and the product. Longer videos, such as testimonials and product explainers, were used on social channels. This long-form content helped to ensure the target audience understood the value of Matterport’s products.

REMARKETING

People who engaged with the video were then served with new offers, such as webinars and updated sales messaging. This allowed these visitors to become warmer prospects and move down the funnel towards conversion.

MULTI-TOUCHPOINTS

Display media was also added to the online marketing plan. These multiple touchpoints allowed more effective reach for new contacts. This also created an additional path to convert previous site visitors while they were on social media and throughout the web.

Increase The Volume of High Quality Leads

UPDATED LEAD FORMS

Sales reps identified additional information which was needed to pre-qualify prospects. Lead forms were updated with additional qualifying information. In addition, ad copy was refined to more closely reflect sales talking points.

FOCUSED ON HIGHER QUALITY SOCIAL PLATFORMS

Emerging platforms, such as Reddit and Quora, couldn’t deliver the scale or quality Matterport was seeking. These channels were removed in order to focus on social platforms with greater scale and higher quality, such as LinkedIn.

IDENTIFIED & FOCUSED ON PRIORITY MARKETS

Removed geographic targeting where sales reps were not in market and reinvested the spend to better support and grow demand in priority markets.

STRATEGIC MESSAGING

Messaging was tweaked to better resonate with target audiences. In international markets, the use of testimonials from local businesses worked well.

LANDING PAGES

Landing pages were also revamped to include mobile-first optimization, using best practices for gated landing pages. Site updates to improve usability and page speed improved conversion rates. Furthermore, new pages were created to better align with ad messaging. The tight fit between initial message, ad copy, and landing page boosted conversion rates and improved the quality. The landing page also featured a clearer call to action, as well as provided users with an understanding of next steps.