Client

Mathison's collaboration with 42 Agency marked a substantial improvement in their demand generation strategy, resulting in a 51% reduction in cost per conversion and generating a pipeline worth over half a million dollars.

Services

Revops (hubspot)
Reporting
Paid Search
Paid Social
Creative

Results

Cost per SQL
↓ 53%
pipeline
$500K+

On the functional aspect, 42 was obviously a partner that could manage performance marketing, but also on a more psychological, emotional aspect it was also like I can really rely on [them] and [they]  helped me grow into the role that I was starting.

Kat FergUrson
‍DIRECTOR OF MARKETING @ MATHISON

Challenges

Mathison, a DEI-focused software company, needed to scale its demand generation to generate qualified leads and pipeline for the business to scale to its aggressive growth targets. Mathison had seen success with direct sales motion & they leadership team was looking to generate demand via marketing to help scale.

Kat had recently joined the company to lead the marketing efforts and she needed a partner that could hit the ground running. We took full ownership of demand generation and pipeline commit for Mathison.

42's approach

42 Agency stepped in not just as a service provider but as a strategic growth partner. We did a deep dive into the customer profiles and ICP, current channels we can leverage, competitive research to understand the HR tech & DEI tech market.  

We build forecasting models to understand the top of funnel demand needed to generate enough pipeline coverage, audited Hubspot and funnel reporting to ensure data & reporting was accurate and started with high revenue potential areas to generate quick wins.

42's creative team revamped Mathison's creative direction to stand out from other players in the space, translating their distinct brand identity into high converting paid social & display creatives. We re-designed the landing page to better explain the benefit / features of Mathison and improve conversion rates from paid & organic channels.

Paid social

Implemented offline conversion tracking across Meta and LinkedIn to track ad performance beyond form fills.
Piloted Demo Campaigns on Facebook and LinkedIn to a high degree of success.
Increased LinkedIn CTR by 30% by designing vertical mobile native creative.
Creative and Copy testing with different hooks, creative formats and placements
Bidding Strategies that maximized results i.e. manual bids and cost caps.
Built 1P and 3P audiences
Successfully launched mid-funnel campaigns that translated into pipeline.

Paid search

Built high performing campaign structures with commercial intent keywords to drive revenue.
Implemented offline conversion tracking to track ad performance beyond form fills.
Copy testing to incrementally imrpove CTR , CPA & QS
Device and Day-parting to maximize effectiveness  of ad dollars.
Youtube and Display ads with negative placements

hubspot

Defining Lifecycle Stages and Funnel Stages
Setup Opp stages and gates
SFDC and Hubspot Sync
Reporting and Attribution

key results

Reduced cSQL by 53%
Increased marketing contributed pipeline to $500K+ 
Increased demand investment by 120%
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