Factors.ai witnessed 87% increase in active Pipeline via custom Paid Marketing strategies

Overview

In B2B marketing, merely running campaigns and generating leads without connecting its impact on revenue is like shooting darts in the dark. Factors.ai helps solve this problem with its game-changing, AI-driven marketing analytics platforms.

It combines data from CRMs, marketing tools, ad platforms along with CDPs to enable B2B marketers to identify anonymous website visitors, visualize account journeys, optimize landing page metrics, and determine the channels that drive engagement, conversions and, therefore, revenue. Thus, Factors.ai empowers B2B marketers to make agile, data-driven decisions quickly and scale marketing efforts with confidence.

Factors reached out to TripleDart to help scale their paid marketing efforts. The engagement between Factors and TripleDart was nothing less than a bolt of lightning! The team witnessed a staggering 87% increase in active pipeline and a 15% increase in MQL to SQL conversions. Within two quarters, TripleDart was able to build a robust growth pipeline for Factors.

Problems

Before engaging with TripleDart, Factors encountered the following:

• Complexity in driving awareness around the B2B visitor identification feature via paid efforts
• Building a predictable engine was challenging given that their visibility was relatively low
• The core focus was to expand on the theme of website deanonymization with value-driven messaging, thereby reducing the CPL significantly.

Challenge

Factors.ai wanted to tap into TripleDart’s PPC expertise to revisit their paid marketing efforts and drive extensive learnings from the TripleDart team. Unlike an in-house paid marketing team, the experts at TripleDart build the engine from the ground up, backed by market research and competitor analysis. Their primary challenge was to leverage actionable insights over mere vanity metrics.

Strategy

On gaining a significant understanding of Factors.ai’ USP, TripleDart focussed on creating a PPC playbook for their in-house team. This commenced with:

• Performing a Competitor Research for the deanonymization space followed by Keyword research to curate relevant search terms
• Conversion Rate Optimization for landing pages and optimizing elements such as the hero section and sign-up form to boost clicks
• Developing a prospect journey for leads generated through email campaigns to increase the MQL to SQL conversion ratio
• Launching account-based marketing (ABM) and remarketing campaigns to focus on high-value targeted leads
• Creating remarketing campaigns on LinkedIn
• Performing consistent hygiene checks on the campaigns  to optimize the spend by eliminating non-performing assets and increasing the budget for assets that delivered quality leads

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