Challenge
The challenge involved scaling demand generation efficiently, increasing spend while improving the cost-effectiveness of lead generation and qualification.
42's Approach
42 Agency undertook a thorough audit of SharpSpring's marketing initiatives, enhanced creative strategies, improved targeting, and executed effective remarketing and prospecting campaigns. They also employed sophisticated Marketing Mix Models for media mix and spending optimization, and overhauled the brand strategy for paid media.
creative
42 Agency revamped SharpSpring's Creative:
- New Art Direction and Production
- Competitor Analysis
- Creative Experiments
- High-Conversion Copywriting
Paid Search
We took ownership of paid search, optimized existing campaigns, and built new campaigns to exceed monthly targets.
Single Keyword AdGroups to drive high quality conversions
Reducing broad-match keywords to prospecting campaigns
Bidding on Target Cost & Max Conv to balance profitability and volumeweekly Search Term review to negative any irrelevant queries Bid Adjustments y region & device
Day-parting Campaigns to reduce wasted spend
Reducing Search Partner spend & allocation
Competitor Campaigns & Improve Ad Copy
Paid Search
We took ownership of paid social & optimized existing campaigns & built new campaigns for full funnel growth
Single Keyword AdGroups to drive high quality conversions
Reducing broad-match keywords to prospecting campaigns
Bidding on Target Cost & Max Conv to balance profitability & volume
weekly Search Term review to negative any irrelevant queries
Bid Adjustments y region & device
Day-parting Campaigns to reduce wasted spend
Reducing Search Partner spend & allocation
Advanced Analytical Insights
42 Agency adopted holistic Marketing Mix Models, going beyond first and last touch attribution, to optimize the media mix. Key findings:
AdWords emerged as the primary SQL driver, indicating an over allocation on LinkedIn.
Facebook Brand Awareness campaigns showed minimal impact on MQL/SQL generation, leading to budget reallocation.
The analysis identified the optimal spend for incremental conversions - resulting in more efficient budget allocation.
Results
The partnership between SharpSpring and 42 Agency led to significant achievements:
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Monthly media spend increased from $200K to $600K.
MQL cost was cut by 53% , and cost / SQL was reduced by 61%
Funnel conversion rates improved from 19% to 29%.
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