Our client has been in the Software as a Service (SaaS) industry for over 6 years. Their model to acquire clients was based on a Lead Generation strategy with an internal sales team to sign new clients.
In the digital marketing side, the client was solely focused on Google Ads for user acquisition and had a very small experiment on Facebook with a small budget allocation. Most of their analytics were managed through Google Analytics and counted with a low volume of content to drive organic traffic to the site.
The Growth Challenges of a B2B SaaS Brand
Defining the "right" Channel
Paid ads conversion rates and CPMs vary heavily on the channel.
Improve the Customer Journey
The consumer's experience and conversion rates depend on a strong funnel.
Increase Lead Volume at low CPL
SaaS LeadGen require high quality leads at a the lowest CPL possible.
Our Growth Approach
Channel: Facebook
Refine Facebook ad targeting and optimize ad testing.
Expand Google Ads Campaigns
Carve out a niche and use content to drive traffic.
Optimize Content Offers
Refine Facebook ad targeting and optimize ad testing.
Our team of growth experts reviewed similar B2B SaaS models to prepare an action plan while checking the historic results of the brand.
Strategic Experiments
After defining Google and Facebook as the main channels, we prepared the experiment tracker with key experiments to generate the most insight and performance in the short, medium, and long term.
Audience Optimization
With our research, we launched the campaigns and optimized them based on the ICP (Ideal Client Profile) of our client to ensure our investment would generate the desired results.
Content Creation
In our experiments, we tested over 36 creative angles and 70 headlines to understand the users' decision drivers. Additionally, our content creation efforts helped the brand leverage organic traffic to boost performance and conversion rates.
Scaling Strategy to Boost Results
After generating the initial results, we determined the key audiences, the primary and secondary channels, and the top-performing creative angles, so we decided to scale the budget to boost results and continue testing for sustainable growth.
Does Facebook Ads Work for B2B SaaS?
Thousands of B2B marketers ask themselves this very question daily, especially those in the SaaS marketing space. Conventional wisdom says that Facebook is a social platform for sharing baby photos, panda videos, taco ads, and local B2C vendor offers. However, what many marketers fail to understand is that business-to-business marketing is still business-to-human marketing, and Facebook is one of the best ways to reach billions of humans across the globe.
The value in our integrated growth system was to increase lead volume while reducing the cost per lead.
8X LEADS
After proving that Facebook was a great option to reduce the CPL, we scaled the campaigns to reach the volume goal.
Brand Awareness Lift
Leveraged target advertising and engaging content reached an interested audience.
TOP STRATEGY FOR B2B LEAD GENERATION
Multi-Channel Growth System
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
Cluster Magic
Tap into the power of organic search traffic to boost your brand's growth.
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