Enterprise Growth Within Reach
Workday Adaptive Planning helps enterprise businesses plan, model, budget, and forecast to make better decisions, faster. After updating their lead quality requirements to match a more enterprise-level audience, Workday partnered with a team of Metric Theory’s B2B technology marketing strategists to grow qualified leads across Search, LinkedIn, and Facebook Ads in a story that was Shortlisted for Best Use of Data in the 2020 US Search Awards.
The Goal: Increase Qualified Leads
The objective was to increase down-funnel, more qualified leads. Knowing that quality parameters were now even higher-standard, Metric Theory set to work updating their enterprise strategy.
Our Strategy
- CRM Data Integration
- AI-Based Optimizations
- Lead Stage Remarketing
CRM Data Integration
Workday and Metric Theory integrated Salesforce CRM data with Google Ads and Metric Theory’s proprietary reporting engine Compass to tie lead quality data back to each ad network, campaign, all the way down to individual ads and associated promotions. Strategy and budgeting decisions based on data from factors like marketing-qualified leads (MQLs) and even new customers was streamlined and simplified.
Having Salesforce data fed directly into Google Ads provided the real-time indicators on which segments of the program were driving quality leads with the potential to scale, or, alternatively, lower quality lead areas they could pull back from to reinvest elsewhere.
"“Metric Theory’s testing, from remarketing to bidding, using our full Salesforce lead stage data has kept us on top of industry trends while growing in a meaningful way.”"
AI-Based Optimizations on CRM Data
Lead quality data being available in Google Ads unlocked machine-learning bidding strategies based on new signals. Custom bid algorithm targets were created from the business data, with CPA targets set up to focus specifically on the MQL conversion event. Based on lead quality performance, campaigns were grouped into separate bid strategy portfolios, allowing bid algorithms to work off of more data, helping them to learn quickly and drive even more success.
On LinkedIn, the teams integrate with HubSpot contact lists directly to update advertising audiences in real-time. Using that integration, they tap into LinkedIn’s AI-based lookalike audience capability to advertise content to users who are most like their current SQL list.
Lead Stage-Based Creative Testing
To further focus on driving qualified leads, remarketing strategy was revamped to find the best path to nurture previously engaged users. Workday leveraged Metric Theory’s performance creative service to develop a focused test of offers, imagery, and messaging with the goal of accelerating movement through the funnel.
On LinkedIn and Facebook, audiences were separated out by stage in the buying funnel using site visit history and CRM data to test different offers. The offer testing revealed an ability for Workday to consolidate audiences and messaging, leading to major efficiencies in budget and production time. A test in prospecting for net new audiences also produced a massive acceleration to MQL stage, improving both overall lead quality and the level of data campaigns could use to produce even more MQLs.
107%
increase in MQLs
49%
decrease in cost per MQL
92%
increase in SQLs
