ClosedOpp Helps CallidusCloud Increase Pipeline By 6300%
ClosedOpp develops and implements PPC Funnel Strategy to increase pipeline and lower cost per opportunity for CallidusCloud, A Global Enterprise Software and SaaS company
CallidusCloud, a B2B Software Company, best known for its cloud-based solutions for sales performance, effectiveness and management, needed a Google Ads Partner with new, strategic ideas that aligned with their revenue goals.
ClosedOpp helped CallidusCloud to develop a new PPC Strategy and achieve their revenue goals.
ClosedOpp’s Salesforce-Focused PPC Strategy ensured that each visitor received a unique experience with every engagement on CallidusCloud’s Website.
Location: Dublin, CA
Founded: 1996
Employees: 1001 – 5000
Industry: Computer Software
CallidusCloud is the global leader in cloud-based sales, marketing and learning solutions. CallidusCloud enables organizations to accelerate and maximize their lead to money process with a complete suite of solutions — driving bigger deals, faster.
%
Increase In Pipeline
Challenge
Not enough pipeline to justify Ad Spend and needing the right Agency to partner with to improve ROAS. CallidusClouds’ previous agency was not generating enough pipeline to justify advertising spend. They were also not familiar with B2B Sales Cycles and Pipeline Marketing.
CallidusCloud was in a good position in that they already had full visibility into their ROAS enabling them to make intelligent decisions to improve ROAS, but they needed the right strategic partner who was in tune with their specific business goals.
CallidusCloud needed to identify a strategic partner, a Full Funnel PPC Agency, like ClosedOpp, who could implement a Pipeline Marketing strategy. This approach would enable CallidusCloud to determine their true ROAS by showing Revenue-Based Reporting instead of Conversion Based Reporting.
This approach would also allow CallidusCloud to track the exact revenue generated, tie it all the way back to the exact search term typed and copy clicked. With this data, ClosedOpp could then help to develop a new PPC Strategy, helping to take CallidusCloud to the next level.
Solution
ClosedOpp helped CallidusCloud drive more revenue.
ClosedOpp, a Google Ads Premier Partner as well as Bizible partner, was able to work with CallidusCloud to develop a brand new PPC Strategy that aligned with their revenue goals.
1. ClosedOpp developed a Unique PPC Strategy to focus on funnel stages, similar to approaches that the client was already using in their other marketing channels.
2. Audiences were created inside of Google Analytics and Google Ads to segment visitors by those who were familiar with the brand, those not familiar, and those with different levels of engagement with the company and / or their website.
3. Similar to an Email DRIP Campaign, different ads and landing pages were served to visitors searching for the company’s brand or products / services, and were offered each time they searched in Google. This gave each visitor a unique experience with every engagement.
Results
ClosedOpp Increases Pipeline from 0 to 63x in the first quarter. Some months this reached over 100x.
1. Pipeline increased from 0 to 63x in first quarter.
2. Data based on Actual Spend in Google compared to actual pipeline and revenue generated from Salesforce.
Key Takeaway from CallidusCloud Campaigns
Bringing structure and discipline to digital ad spend, the company realized a significant impact on ROI.
1. Together, CallidusCloud and ClosedOpp implemented a new PPC Strategy to align with existing marketing efforts.
2. PPC Funnel Strategy utilized Google Search remarketing to successfully target specific audiences.
3. Pipeline increased from 0 to 63.
“We were just starting multi-touch attribution tracking and needed a PPC partner not only to help us set up the programs but also understand how to optimize them to marketing pipeline and sales opportunities. ClosedOpp’s PPC funnel strategy exceeded our expectations. Throughout the partnership, we were seeing steady pipeline growth, lower costs per lead, and much higher quality leads that converted into opportunities. The exceptional performance took us to a stronger digital position compared to our competitors. ”
Heng Hua Wang | Web Marketing Manager | CallidusCloud
B2B Google Ads Funnel
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