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CONVERSITY

CASE STUDY

THE CHALLENGE:

Conversity are a leading intelligent guided selling platform provider for retailers, telco & consumer brands.

They approached us for support in their digital marketing activity, to raise awareness of their omnichannel solution, Rippl.

Conversity wanted to reach key decision makers within large corporations of 5,000 + employees. They wanted to raise awareness, and subsequent interest in services, of two of their latest shopping behaviour reports.

THE STRATEGY:

 

Because the online industry is an ever-changing and evolving landscape, it was important that the data in the report be utilised as soon as possible, to remain fresh and relevant to businesses. This meant the implementation of a direct paid campaign was preferable.

We conducted in-depth keyword research to highlight long and short-tail search terms for ways that users may look for Conversity’s services, as part of over-arching marketing efforts.

Identifying two key areas of business, retail and telecommunication sectors, we worked closely with Conversity’s internal team to create a strategy that would find the key decision makers in their desired industries.

We designed a LinkedIn InMail campaign, to target users directly in their inboxes on a platform where they’re already open to engagement with businesses.

This campaign was supported by an always-on PPC campaign, based on key service themes identified by keyword research. Understanding that this was part of a long-term approach, we split out the LinkedIn campaign into different targeting features, with the aim of split-testing factors to understand the most successful method of targeting audiences.

This included targeting via job titles, LinkedIn groups of interest, seniority level, industries and more. Within each group we split-test messaging, including titles and calls-to-actions, to monitor audience engagement.

We also outlined additional recommendations for heatmapping implementation, to allow the team to gain a more granular overview of the interactions and behaviours of their website visitors.

THE RESULTS:

As well as enquiries from representatives of companies listed on Conversity’s ‘desired wishlist,’ the campaigns enjoyed key metrics including:

45.91%

Increase in Overall Open Rate

5.08%

Increase In Click To Website Rate in Retail Job Titles Campaign

2509%

Increase In InMail Opens

7.69%

Increase in Conversion Rate in Customer Experience PPC Campaign

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