How TripleDart Digital Enhanced ITILITE's PPC Campaigns and Doubled their Pipeline Growth

Table of Contents

Overview

ITILITE is a corporate travel management platform that allows companies to book flights, hotels, and car rentals from one place, saving up to 30% on travel costs annually. They provide 24/7 live agent support and take pride in their ability to ensure no traveller is left stranded with an average response time of just 30 seconds.

The ITILITE team started their engagement with TripleDart Digital in May 2023 and is currently an active client. We provide them SEM services for both Google and Bing along with marketing collaterals and other material to boost their presence on LinkedIn.

The Challenge

The major challenge for ITILITE was establishing its presence in the US market. They wanted a consistent flow of leads and SQLs from the US but navigating that especially competitive market proved to be a huge challenge for the team. Despite these challenges, the client sought TripleDart Digital's expertise to optimise their marketing efforts to improve their pipeline value and growth.

TripleDart’s Strategy

TripleDart created a holistic strategy to help ITILITE thrive in the competitive US market without putting too much pressure on its marketing budget. We created a segmented approach that synchronized to produce the desired results of enhancing the marketing performance of our client.

Here’s a brief overview of our results.

Analyzed Keyword Themes: We started by analyzing the current efforts and identifying the gaps in current campaigns. We used lead-to-SAL conversion rates for each keyword theme and worked with the client to eliminate the low-performing ones. This way, all stakeholders knew what worked and focused on getting the lowest-hanging fruit first.

Segmented Campaigns: The TripleDart team decided to run the selected campaigns in parallel for easier budgeting and tracking. Doing so allowed the team to divide responsibilities, focus more on granular metrics, and ensure relevance for better and faster results.

Bid Strategy & Match Type Testing: We experimented with various keyword match types and bidding strategies to find the optimal combination that would maximize profitability and conversion rates. This involved A/B testing different approaches to see which yielded the best results, ensuring that our campaigns were cost-effective and highly targeted.

Expanded Reach: Recognizing the potential of untapped advertising channels, we introduced a Bing Ads channel to capitalize on lower competition and potentially lower costs. This strategic move allowed us to leverage Bing's unique audience, thereby expanding our reach and driving additional leads. By diversifying our ad platforms, we not only reduced dependency on a single source but also discovered new opportunities for growth.

Message Refinement: To better resonate with ITILITE's target audience and highlight their unique value propositions, we revamped the ad copy and landing page messaging. We crafted messages that directly addressed the needs and pain points of potential customers in the corporate travel management space. By tailoring the content to the industry and audience, we ensured that our ads were not only attention-grabbing but also persuasive, leading to higher engagement and conversion rates.

Results

TripleDart Digital's strategic approach and diligent execution yielded impressive results for ITILITE.

2x Pipeline Value Improvement QoQ: Consistent quarter-over-quarter improvement in pipeline value, doubling the initial metrics.

Significant Pipeline Growth with a $50K/month Spend: Our PPC strategies successfully generated a pipeline of 250 - 300k while spending only 50k. This means a 5x return on investment, which is game-changing for any business.

Around 20% Reduction in CP-SAL QoQ: Effective optimization efforts led to a 20% reduction in cost per sales accepted lead.

Here’s our performance at a glance. Notice how things are progressively improving for ITILITE? This proves how successful, effective, and efficient our tailored approach can be for any business.

Key Takeaways