Background

Contracts Advance is a leading provider of software and services to support business that bid for public sector contracts. Their custom-built SAAS platform ensures businesses never miss a tender opportunity, whilst their integrated advisory service gives businesses a competitive advantage when bidding for opportunities.

Situation

With their sales conversion process finely honed, Contracts Advance was ready to scale their business beyond its current volume of new customers. They had launched a new public-facing website, had some initial Google Ads running and were starting to post updates on twitter and LinkedIn. However, they were unaware of how best to get all of their digital assets working together to successfully drive more leads. They needed a cost-effective way to raise awareness of their brand and bring in new leads to both the SAAS and services parts of their business.

What I delivered

My first task was to take stock of the performance of their various digital activities - so I defined a set of KPIs whose measurement would shed light on this. Using these KPIs, I put in place an interactive, real-time dashboard using Google Data Studio that gave them clear visibility of how the website, Google Ads and social posts were performing. I also set out a tagging strategy to be used for all future marketing activity to ensure we could easily measure its effectiveness.

One of the main KPIs I focussed on was conversion to trial of their SAAS platform. With the dashboard surfacing new insights, I set about improving this conversion rate by optimising the registration funnel.

Having addressed factors that would affect conversion, I designed a series of automated retention and win-back activities including:

an email welcome programme to support customer onboarding
an email programme to ensure customers are supported and engaged during their SAAS subscription period
an email programme to win-back lapsed customers as their competitive-product subscriptions are about to expire

In parallel, I set about driving targeted leads to the website using a combination of:

Google Ads and optimised landing pages, targeted around industry verticals
SEO strategy, including content strategy and execution

As an ongoing part of this engagement, I’m now expanding their acquisition strategy into LinkedIn.

Services delivered

Data analysis

Digital marketing strategy

Website optimisation

SEO

Marketing automation

Social media advertising

Outcome

Clear visibility of website customer behaviour delivered in an automated, always-up-to-date online dashboard
New insight, never before known to the business
Well-defined business KPIs and clear targets for future growth
Test & learn strategies to drive improvement in SAAS trial sign-ups
Clearly defined content strategy enabling in-house content generation
120% growth in organic search visibility in 2 months
Consistent, controllable generation of inbound leads