ZENDESK LEVERAGES MULTI-TOUCH ATTRIBUTION TECHNOLOGY TO SCALE QUALITY LEADS

Transcription

1 CASE STUDY ZENDESK LEVERAGES MULTI-TOUCH ATTRIBUTION TECHNOLOGY TO SCALE QUALITY LEADS CONVERTRO Measure. Attribute. Optimize.

2 SUCCESS SUMMARY Thanks to Convertro, Zendesk was able to: Integrate with Salesforce to tie marketing efforts to true sales, not just leads +63% Gain visibility into the effectiveness of impressions, increasing qualified leads by 63% +28% Optimize paid search at the keyword level to increase conversion rate by 28%

3 THE CLIENT Zendesk is a cloud-based customer service platform. It is designed to be easy to use, easy to customize, and easy to scale. Frustrated with the state of enterprise customer service software in 2007, three Danish entrepreneurs sought out to create beautifully simple software that could change how any company interacted with its customers. Today more than 40,000 companies use Zendesk to provide service to millions of people worldwide. THE PROBLEM As a business-to-business, subscription-based company, Zendesk was especially limited by traditional, last-click-based marketing measurement since its customers tend to research the market for weeks before signing up with the service, interacting with multiple sources of marketing. The company felt that it had no visibility into this multitude of interactions without an infinite lookback window into all users touchpoints. Furthermore, the impact of display ads was simply impossible to measure without determining the effectiveness of ad impressions, and Zendesk wanted to calculate the true cost per lead to inform a data-driven marketing strategy across all media channels. To calculate true cost per lead (CPL), measuring web sign-ups was not sufficient; Zendesk needed to understand what marketing efforts drove the most profitable customers.

4 THE SOLUTION Zendesk adopted Convertro in April 2013 to measure and optimize its advertising efforts using algorithmic multi-touch attribution. Convertro s unique automated API integration with Salesforce allowed Zendesk to see nearly instantaneous results that helped the marketing team focus on the channels that were driving quality prospects instead of just web leads. This increased visibility into how advertising impacted low-funnel activities allowed the company to save money by cutting campaigns that generated leads but not conversions, and lift sales by combining the display and search campaigns that delivered the highest conversion rates. Convertro data explained the correlation between display impressions and branded search, and gave Zendesk the confidence to double its investment in the display channel, allowing for optimization toward lead quality, not just quantity. In the words of Michelle Carranza, Zendesk online advertising manager: With Convertro I can identify strong influencers within display and my CPL programs. I can pull levers on partners that help influence and fill the funnel. Convertro data helps make the right decisions when it comes to maximizing qualified leads. For example, I was able to increase qualified leads from one partner by 63% month over month. $ NETWORK 1 NETWORK 2 NETWORK 3 Current Period Previous Period 3. Feb 17. Feb 3. Mar 17. Mar

5 Zendesk also used Convertro to segment customers and identify the partners that were generating the most profitable deals. With this information, the marketing team was able to target the right audience. In one month after making adjustments, they saw a 38% increase in mid-market qualified leads. Convertro s granular reporting helped Zendesk grow sales by optimizing across channels, while scaling its paid search and display campaigns. Additionally, Zendesk recently adopted Convertro s offline attribution capabilities to measure TV and radio advertising with the same accuracy and customer-centric approach of digital channels. Convertro gives us the greatest visibility into what s driving leads that will convert into customers. Before, we had to resort to landing pages and gated content just to track where leads were coming from. The Convertro dashboard is the source of truth we use every day to optimize our campaigns looking at the big picture. Brad Morris Director of marketing operations and analytics, Zendesk

6 ABOUT CONVERTRO Convertro provides clients with actionable spend recommendations that empower them to confidently reallocate marketing from unprofitable sources to more profitable ones. Convertro accomplishes this by means of its algorithmic attribution models that meld marketing cost and conversion data, including in-store, with customer marketing exposures captured at the most granular level. This regression-based system, combined with other proprietary technologies developed in-house, affords extreme flexibility and enables Convertro to generate spend optimizations for all marketing channels that a client may leverage, whether online (PPC, SEO, display, affiliate and social, for example) or offline (such as TV, radio and direct mail). Convertro is based in Santa Monica (California), and maintains offices in New York and Israel. For more information, visit: or find us on Twitter or on LinkedIn. REQUEST A DEMO 301 Arizona Avenue, Suite 400, Santa Monica CA T: F: info@convertro.com