Everstage secured a 40% increase in Pipeline generated with a 20% decrease in CPL

Everstage is one of the leading Sales Compensation Management platforms that provides automated commission processes, and enables sales teams to gauge performance insights with on-demand access. Everstage reached out to TripleDart to conceptualise and manage their Paid Search efforts.

We combined forces in Q2 of 2022 with a goal to increase their pipeline and truth be told, it’s been a fantastic journey ever since. Within just two quarters, Everstage witnessed a 40% increase in their pipeline with a 20% decrease in CPL. Right after onboarding, TripleDart kicked off with Competitor Campaigns to leverage qualified leads. Parallelly, we also experimented with varied campaign structures and bidding strategies. The learning here was, broad and smart bidding resulted in 3x lower CPL thereby reducing the bleed on ad spend.

Problem :

Before engaging with TripleDart Everstage encountered

• Excessive ad spend on Campaigns that were not leveraging quality leads.
• Executed a very minimal set of campaigns with no audience intel which also caused a dry pipeline despite a voluminous spend.
• There was no predictability on leads as the team was running only brand and product campaigns.
• Hygiene check on negatives was not executed.

Thus, the conclusion was that the campaigns launched earlier had not leveraged Paid Search capabilities to the fullest hence, there was a struggle to scale.

Challenge :

Based on the analysis of the active campaigns, the TripleDart team identified potential challenges such as

• Uncertainty in predicting Campaign level since the volumes were low
• Implementing Micro Segmentation of campaigns with bare minimum scope for the platform

Strategy :

The TripleDart team realised that Everstage’s growth was dependent on the pipeline built from Paid channels. Hence, we worked on

• Providing upfront projections on the max potential of the Campaigns while also optimising the cost incurred.
• Launched Competitor campaigns to increase the Pipeline.
• Implemented Broad + Smart bidding strategies to reduce CPL
• Launched certain restructured campaigns across different geographies including EU,ANZ and IND to provide better volume at minimal spend.
• Later, we observed that, Performance Max campaigns also generated leads at lesser cost thus, fueled these campaigns further to drive better results.