B2B Leads to Deals: Elcom’s 6.69x ROI Success Story
About Elcom
Elcom is a leading CMS platform, specializing in driving digital transformation for medium to large organizations worldwide. With over 1,000 successful global intranet, website, portal, and learning management deployments, Elcom stands as a reliable backbone for empowering organizations to control every aspect of their sites.
Challenge
Elcom partnered with Rocket Agency to drive a key business goal: Increase website traffic and attract more qualified leads for their product. However, they faced several challenges:
- The need to grow enquiries for a complex B2B product with a long sales cycle amid an uncertain market where businesses were trying to save and cut costs.
- They needed to establish Elcom's authority through a robust cross-channel digital marketing strategy including SEO and efficient media buying to target customers in various stages of the buying journey.
Solution
To tackle Elcom's challenges, Rocket Agency devised a comprehensive and multi-faceted strategy that combined the power of Search Ads and Organic rankings backed by Display ads, Paid Social, and Capterra Ads.
Google Search:
- Targeted high-intent bottom-of-funnel keywords and broader "research" and "consideration" keywords for key product areas like CMS, Intranet, and Website Redesign.
- Protected Elcom against competitors bidding for their brand keywords.
- Targeted competitor keywords to position Elcom as a viable alternative.
Google Display:
- Focused on brand awareness by targeting business professionals "in-market" for Elcom's keywords.
- Captured users visiting relevant competitor websites to engage with potential customers further down the funnel.
- Employed retargeting to re-engage users with high intent who might not be actively searching for a provider.
SEO:
- Conducted a thorough SEO audit and website restructure, defining content clusters and presenting them strategically.
- Implemented a content plan based on keyword research and internal linking to improve site hierarchy and show Google how everything fits together.
- Addressed technical SEO issues with monthly health checks, disavowing toxic backlinks, and procuring links from reputable sites to enhance authority.
- Proposed expanding into new industries/sectors to increase non-branded keyword visibility and reach target audiences.
Capterra Ads:
- Successfully captured prospects actively reviewing CMS options on the software comparison website.
Outcomes
6.69x
B2B Return on Ad Spend
32%
YoY Increase in Web Leads
72%
YoY Increase Google Ads Leads
Result
It’s rare to close the loop between marketing spend and sales opportunities or closed won deals in B2B situations. Elcom has proved to be the exception where we can clearly see the impact of Rocket’s digital marketing campaign on the bottom line.
The results have been exemplary!
Return on Ad Spend (ROAS): An impressive 6.69x ROAS, and considering Elcom's relatively long sales cycle of 18 months+, the true ROI is even higher, justifying the marketing strategy.
Quality Traffic: Achieved a remarkable 10% conversion rate from leads to meetings booked, with a further 30% conversion rate from meetings booked to deals in the pipeline.
Website Conversions: Saw a substantial 32% increase YoY in website goal conversion, indicating higher quality site traffic.
Improved Keyword Rankings: Witnessed 113% YoY improvements in Top 20 keyword rankings, especially for intranet-related terms, digital workplaces, and school portal solutions, narrowing the gap with key competitors.
Paid Conversions: Experienced a 72% YoY increase in paid conversions from Google Ads with an 8% lower budget, demonstrating the effectiveness of the restructuring and budget allocation.
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Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.
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How AV Lawyers Pivoted to SEO and Google Ads for Lead Generation
From spending nothing on digital marketing to spending thousands on digital marketing, AV Lawyers is an exemplary traditional business that has successfully stayed competitive in the legal industry. As their market share dwindled, AV Lawyers turned to Rocket Agency to embark on a digital journey. Their strategy included SEO and Google Ads as their two key channels, with a view to increase file openings. Today, 90%+ their business is a result of investing directly in these channels. While they recieve a steady flow of organic leads, AV Lawyers are able to be agile with the services they promote and dollars they spend on Google Ads campaigns. Digital Marketing delivers the highest ROI for this local Sydney business.
