Enriching Critical Start’s Inbound Sales Pipeline by 94% in 6 Months
Influenced Value
Sales Pipeline
Industry
Services
Year
Before T.A.Monroe
Critical Start operates in a sector with a 4 to 6-month sales cycle, requiring precise and effective digital marketing strategies to maintain a robust sales pipeline.
Initially, their brand was responsible for the majority of conversions across Google Ads and LinkedIn Ads, but they needed a more refined approach to maximize their advertising efforts.
Key Areas for Improvement
Upon initial assessment, we identified several key areas for improvement:
- Campaign Management Practices: Implementing rigorous best practices for PPC management.
- Full-Funnel Strategy: Developing a comprehensive strategy covering all stages of the customer journey.
- Experimentation and Testing: Running themed experiments and A/B testing to identify successful strategies.
- Brand Focus: Enhancing brand efforts to generate higher lead quality.
- Data-Driven Optimization: Leveraging data from various campaigns to refine and improve performance.
The T.A. Monroe Strategy
Based on the insights from our comprehensive audit, we developed a multi-faceted strategy to address Critical Start’s challenges and set them on a path to sustainable growth.
The strategy was executed in two key phases: Initial Optimization and Continuous Improvement.
1. Initial Optimization
During the initial optimization phase, we focused on laying a solid foundation for Critical Start’s digital marketing efforts.
Full-Funnel Strategy Development
- Applied best practices and developed a comprehensive strategy covering Google Ads and LinkedIn Ads.
- Launched multiple themed experiments covering products, services, and white paper campaigns.
Brand Focus and Remarketing Campaigns
- Bolstered brand efforts across all platforms, as the brand was responsible for 90% of conversions.
- Ran a remarketing campaign and a smaller Performance Max (Pmax) campaign as a generic catch-all.
- Reviewed data from the Pmax campaign to enhance and improve other running campaigns.
2. Continuous Improvement
As the engagement progressed, we shifted our focus to ongoing optimization and growth.
Data-Driven Adjustments
- Leveraged data from initial experiments to further enhance campaign performance.
- Applied successful elements from the Pmax campaign to other campaigns to optimize results.
- Worked closely with the Critical Start team to understand the Influenced Value of our marketing efforts on their sales cycle and pipeline.
Experimentation and A/B Testing
- Refined successful strategies through continuous experimentation and A/B testing.
- Implemented advanced optimization techniques to improve performance and ROI.
Final Results
Our strategic agility and data-driven approach led to significant improvements in Critical Start’s sales pipeline:
Increased Influenced Value
Enhanced Sales Pipeline
Improved Lead Quality
True Value
