Case Study
Growing self-service pipeline by adopting offline conversion tracking
%
increase in self-service pipeline
%
decrease in cost per trial
This article was first published on ThinkWithGoogle, a Google website offering unique insights, ideas, and inspiration to the marketing community.
Background
Quantive (formally Gtmhub) is a multinational startup that helps companies achieve their goals through Objective and Key Results (OKR) software. Over 2020, the company has grown by nearly 400% with 800 new customers — almost 75% of them self-service users.
Services & Platforms
- Offline Conversion Tracking
- Automation
- Product-Led Growth
- Google Ads
Goals
COVID-19 pushed the startup to focus on a self-service model. At the time, the cost-per-trial was too expensive, mostly due to a high cost-per-click for targeted keywords in Search. So Quantive set out to find quality trial users at a low acquisition cost— ideally at a cost per trial 50% below what they were then generating.
Strategy
With the help of VertoDigital, a performance agency skilled in B2B lead generation, Quantive (formally Gtmhub) mapped its trial-to-sale journey.
Since Quantive didn’t have much historical customer data as a startup, they turned to other business metrics — like platform engagement and usage metrics — to define their ideal clients. The teams looked at the different actions the users took within the Quantive SaaS platform — like the number of times they logged in over a week (the higher the number, the more engaged the user), how many goals and OKRs they created (the more, the better), and whether they invited teammates to use the platform — to identify the profile of an engaged user (and likely future customer).
The teams identified the pre-sale user signals that made the users more likely to convert, with a plan to leverage these signals together with offline conversion imports and Smart Bidding.
Results
%
growth in self-service pipeline
%
lower cost-per-trial
Don’t just take our word for it
We witnessed the true power of using our own data to improve the algorithms. Even as a new company, we were able to reach more high-intent customers while lowering acquisition costs. We’re already planning for what we can do next.
Seth Elliott
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