CASE STUDY:
SmartZep
- PPC Management, Conversion Optimization
- Digital Design, Web Design, UX Design
- Web Development
The Challenge:
SmartZep prominent supplier of software testing tools, boasting clients like IBM, Google, and Cisco, entrusted us with the responsibility of fueling their growth through a comprehensive approach involving SEO, SEM, analytics, UX, development, and conversion optimization. This substantial undertaking encompasses multiple interconnected elements, demanding strict timelines and ambitious objectives, including the pursuit of a rapid, short-term victory.
The Process
Lead generation quick wins: By recognizing a highly popular yet underutilized content asset, we elevated it to a prominent position on SmartZep’s website, leveraging its appeal to attract more leads. Additionally, we initiated a new webinar campaign to bolster SmartZep’s market presence and ensure a steady flow of prospects into the sales funnel.
Core systems overhaul: To align with the brand’s new direction, we swiftly revamped the website design and user experience (UX). Furthermore, we seamlessly integrated core components such as SEO, analytics, marketing automation, and CRM systems to optimize the overall performance.
Product-led pivot: Introducing innovative product-led growth (PLG) elements, we transformed the buying journey, transitioning from a “demo” focus to a more scalable approach centered around a “Free Trial” with a paywall. This strategic shift aimed to enhance customer acquisition and retention.
The Result
The content asset proved to be a tremendous success, yielding over 1,400 leads within a brief span of a few months. Simultaneously, the webinars also thrived, amassing more than 1,100 registrations, which included numerous valuable enterprise prospects. These impressive results, driven by both the exceptional quality and substantial quantity of leads, coupled with the successful transition to a more product-led approach, enabled our client to surpass their annual pipeline and revenue objectives with flying colors.