B2B Tech Marketing in Real Life: A Case Study
You’ve heard the old adage, “Hind sight is 20/20.” When you’re hip deep into your marketing efforts, it is often difficult to see what the results will be. Will all of the sound and fury signify something?
Golden Spiral recently reached a milestone with our client Connotate, and we took some time to look back at the work, dissect it, and see the differences—or the lack thereof. For the sake of the study, we looked at six months before we started our work compared with the same six-month period a year later.
Who is Connotate?
Connotate is the market leader in web content scraping and data extraction. The company’s software allows users to create data extraction agents that monitor and collect targeted content to deliver structured critical data sets that power business processes and provide insight for better decisions. Connotate’s scalable services can handle all kinds of websites from simple to complex. Its customers employ Connotate’s services to gather data to analyze many parts of their businesses. The data is used for the following purposes:
- Pricing analysis
- Market research
- Content aggregation
- Risk management
- Sales intelligence
Why Connotate Hired Golden Spiral
Golden Spiral reached a milestone with our client Connotate. We took some time to look back at and dissect our work. Did we make a difference? Connotate wanted to increase top-of-the-funnel traffic and improve its conversion rates throughout the sales process.
We set out to:
- Create a comprehensive search engine marketing (SEM) strategy
- Increase inbound lead quality and volume
- Develop engaging blog content
- Drive relevant social media engagement
- Complete website updates
Read all about the techniques and strategies we employed to meet each goal by downloading our case study.
Here’s a preview of our SEM results:
Based on our review of Connotate’s website analytics, HubSpot funnels, and Google Search Console, we sought to optimize Connotate’s Google Ads spending. We increased the relevancy between existing landing pages and ads. We AB tested the ads and uncovered additional keywords via a competitive analysis. We focused our PPC approach to bolster the success of already proven efforts and supplement the new organic strategy. These efforts included:
- Reducing Connotate’s cost per click
- Increasing web traffic
- Establishing and maintaining marketshare
- Improving keyword relevancy across paid and non-paid terms
Our efforts brought 23.97% more new visitors to Connotate’s website and increased form submissions by 8.7% (comparing year over year data).