The result from the initiative above is that the company google search and display presence using different strategies to promote content and drive forward demo requests for the flagship product coupled with campaign tracking, allowing for a steady generation of 150 quality leads quarterly for the business on a budget of 60 K CAD quarterly. It also allowed for an average pipeline generation of 400K CAD of opportunities spanning 3 different business groups of products.

4
ROAS

Ali H.

Mayple Vetted

expert

The Challenge

The challenge at Security Compass has been to implement the demand generation channel of google ads search and display that work in bringing the right quality of leads, nurturing these leads into marketing qualified leads, and ensuring correct pipe generation is created by providing the right data to the sales teams from marketing campaigns. The challenge also involved constantly auditing demand gen channels such as google ads. It involved creating lead workflows/ nurture programs to generate marketing qualified leads that had quality, and supporting the lead hand-off process, and ensuring the pipeline was generated and tracked for future campaign success.

The Process

The process implemented in this role as a Campaign Manager for demand generation spanned the duration of about a year. It involved the following:




  1. Selecting, testing, and implementing the right demand generation strategies from search campaigns and display ads and build out the full-funnel with google ads
  2. The Google Account needed to all work together with other channels and thus, the full marketing funnel was built out into these channels to support one another within an integrated campaign
  3. Supporting foundational tools such as Salesforce with Pardot allowed to automatically attribute leads with data and sync these newly generated leads to campaigns that nurtured them further to MQL's.
  4. The MarTech stack was also used to track campaign success and ensure pipeline generation for sales. Reporting was critical in balancing budgets accordingly into the right channels for suture campaign success.

The Solution

The result from the initiative above is that the company google search and display presence using different strategies to promote content and drive forward demo requests for the flagship product coupled with campaign tracking, allowing for a steady generation of 150 quality leads quarterly for the business on a budget of 60 K CAD quarterly. It also allowed for an average pipeline generation of 400K CAD of opportunities spanning 3 different business groups of products.

Skills Used

Paid Ads

Industry

Technology

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