SUCCESS STORY

B2B SaaS Lead Generation Program

UNIQUELY STRUCTURED AGENCY PARTNERSHIP

Client: Accelo
Project Timeline: 2019 - 2021

Services Provided:
Lead/Demo Generation, User Experience Design, Conversion Rate Optimization, Content Strategy + Creative Services

The Challenge

Accelo, a leading software company in the project management and business operations space was seeking an agency partner to increase revenue and profitability.

The Moving Company and Accelo share a strong belief, small businesses DESERVE the best. Accelo's product is designed to help service businesses be more profitable and get back to the work you love. Their product is designed to align with all of The Moving Company's core values and it creates a special energy in our relationship.

Accelo had an in-house marketing team, but was seeking more of an edge in a competitive industry, with an eye on aggressive conversion testing, improved ads, and punchier content and design.

The Process

The Moving Company became deeply immersed in the marketing history, website analytics, past audits, and sales data immediately in order to set the foundation for a true partnership. Following interviews with the CEO and other marketing leaders in the company, The Moving Company began a deep dive analysis into the marketing systems and tools that Accelo was utilizing, with a focus on paid spend.

The Moving Company team took a long and hard look at the patterns in spend, even uncovering some areas in which spend had been unknowingly mismanaged. Once we had surveyed the paid landscape, our team was able to put forth a recommended comprehensive paid strategy, including text ads, display ads, and social ads to effectively drive leads into the sales funnel.

Our team drove CRO strategy and created a robust testing pipeline. We researched, designed, and wrote copy for all tests, worked with Accelo’s in-house development team, and reported results to leadership.

Additionally, The Moving Company became a trusted creative outlet for the in-house marketing team at Accelo, and provided ad hoc UX design, graphic design, motion graphics and copywriting that helped create a stronger brand look and feel for Accelo. The Moving Company also delivered a variety of special projects for the Accelo team, including new display ads, landing page design, custom photography, whitepaper designs, and animated demo videos.

Campaign Restructure Results

New account structure (new campaigns) performing significantly stronger vs. original campaigns

Google Ads Opportunity Planning

Value-Based Bid Strategy Buildout

Capterra, G2, GetApp, SoftwareAdvice

Google Ads Account Audit

Home Page Test and Winner

Optimized Demo Generation Funnel

Example Landing Page Results

Measurable ROAS: Q1 2020 v. Q2 2020

Problem Solved

The Moving Company’s partnership with Accelo resulted in new, creative approaches to marketing activities ranging from Google ads and paid spend performance to CRO testing and special design projects. Some of the measurable results achieved include:

42.6% increase in value per session for highest volume landing page with CRO test
$21/lead in cost savings on Google Ads, while simultaneously increasing lead volume
$63/lead in cost savings on Capterra listings, while simultaneously increasing lead volume

Throughout the design process, more clearly displaying the value of the software has been a mission-critical element of the design system. In the highly-competitive, fast-paced space that Accelo plays in, this added attention on the value of the software on the front end has resulted in increased conversion rates and increased page value.

We look forward to continuing to win with Accelo in the future!