Challenger, Inc. is a globally recognized sales and marketing training organization known for reshaping how companies engage their customers. With a range of services including sales training, hiring assessments, and customer service development, Challenger empowers companies to rethink traditional sales models and foster growth through innovative strategies. By helping sales teams become trusted advisors, Challenger has become a leader in transforming how businesses connect with and grow their client base.
Why did we start the project?
The Challenge
Challenger faced significant issues in measuring the success of their digital marketing campaigns. Despite running numerous campaigns, they lacked the ability to accurately track performance, leading to inefficient reporting and a lack of data-driven decision-making. Additionally, Challenger needed a more proactive partner to develop a strategic plan for their digital channels, as their keywords, creative, and landing pages lacked cohesive execution. The organization needed a partner who could analyze their current marketing efforts and recommend improvements based on both historical performance and their ideal customer profile.
What's going on?
The Analysis
After our evaluation, we identified a core issue as being Challenger’s data infrastructure. The lack of accurate reporting prevented the marketing team from effectively measuring success and optimizing campaigns. Without a clear understanding of what was working, it was impossible to drive better leads and align marketing efforts with business goals. Our team identified gaps in data tracking and found that their keywords, creative, and landing pages were not strategically aligned with Challenger’s target audience or objectives. Additionally, previous marketing agencies focused too much on form submissions, neglecting more meaningful metrics like opportunity creation and deal value.
How Marcel Digital Helped
The Solution
Our approach began with fixing Challenger's data problems by building a robust tracking and measurement system. This foundational step ensured that Challenger had accurate, actionable insights to guide future decisions. By bringing together our Paid Media and Data & Insights teams, we addressed data gaps and implemented the necessary tracking tools to capture the right metrics. Once the data infrastructure was stabilized, we focused on strategic optimizations, including refining keyword targeting, improving creative assets, and adjusting landing pages for better audience engagement.
We also shifted from a volume-based approach to one focused on conversion value. By utilizing Google Ads and adjusting bid strategies to prioritize high-value opportunities, we aligned our campaigns with Challenger’s long-term business objectives. Additionally, we introduced conversion value rules that signaled to Google to prioritize customers that fit Challenger’s target audience, leading to more meaningful conversions.
What Happened After Launch?
The Results
Our data-driven approach delivered outstanding results. Within one month, we generated nearly $3M in opportunity value from paid search, marking Challenger’s highest single-month performance. Over the past year, we exceeded their yearly goal, driving more than $12.7M in deal value from paid search campaigns. Non-brand campaigns alone contributed over $3.5M in opportunity value, helping Challenger expand beyond their brand-focused efforts and attract new business.
This success reinforced Challenger’s trust in our strategic approach, leading to an increase in their paid media budget and confidence in future growth. By focusing on accurate data, strategic targeting, and collaboration across teams, we transformed Challenger’s digital marketing efforts into a powerful driver of business results.
Ready to start your project?
Our team would love the opportunity to hear more about your needs. Fill out the form, and we'll reach out to you shortly.