The client
Sopheon own a portfolio of enterprise software and SaaS solutions for product managers and innovation teams. They cover the entire product lifecycle, from discovery through to deployment. They recently launched a new product that helps product managers find, prioritise and test new ideas for products and features.
The challenge
They had a landing page for the new product but the performance wasn’t where they wanted it to be. They were doing some PPC but knew it could be improved. And they wanted to do more to educate customers about the product and the problems that it solves.
Finally, they needed to move fast. Sopheon reached out to us in October 2022, with steep targets to hit before Christmas.
Our solution
We came up with a simple plan:
- Define new messaging that pitches the product pain points, benefits, features and proof points in a more customer-oriented way
- Turn that messaging into a landing page that’s optimised for conversions
- Launch a full-funnel LinkedIn das campaign to build awareness and drive traffic
- Launch PPC campaigns to capture existing demand and channel high-intent traffic to our new landing page
We aimed to deliver all of this inside one month, then spend the following two months testing and optimising the performance of our campaigns. It was ambitious, but we got there.
Results
The stats on this campaign were pretty epic, if we say so ourselves. We’re averaging at 1.43% CTR on our LinkedIn ads, which is roughly triple industry benchmarks. We increased the interaction rate on their PPC campaigns by 41%. And, most importantly, we improved landing page sign-ups by 305% and bought down the CPA by 68%, from £123 to £40.
The results are exactly what we were hoping for. We’re now looking at how we can build on this by adding more content and optimising our onboarding flow.
Aaron Slater, Marketing Manager
Sopheon
Sopheon