SEKO Logistics is a global leader in supply chain solutions, specializing in freight forwarding and white glove delivery. They partnered with Marcel Digital to refine their paid search strategy and maximize SQL generation by focusing on high-performing campaigns.
Why did we start the project?
The Challenge: Turning Marketing Spend into Closed Business
SEKO Logistics, a global leader in supply chain solutions specializing in freight forwarding and white glove delivery, needed a more precise and efficient approach to paid search. While their digital marketing efforts were driving leads, they lacked clear visibility into which campaigns were actually converting into Sales Qualified Leads (SQLs) and, more importantly, closed business.
Key challenges included:
- Attribution Gaps in the Martech Stack - Salesforce data was fragmented, making it difficult to track leads from initial engagement through to revenue generation.
- Inefficient Budget Allocation - Paid search campaigns were broadly targeted, leading to unnecessary ad spend on low-converting traffic.
- Lack of Revenue-Driven Insights - Without clear keyword and audience segmentation, the marketing team struggled to prioritize high-value prospects within their Ideal Customer Profile (ICP).
How Marcel Digital Helped
The Solution: A Data-First Approach to Sales Enablement
SEKO Logistics partnered with Marcel Digital to transform its paid search strategy, ensuring that every dollar invested in digital advertising was tied to sales growth. The focus was on optimizing the martech stack, refining audience targeting, and leveraging data to maximize SQL generation.
Salesforce Data Analysis & Optimization
- Conducted a deep-dive audit of Salesforce data to track lead progression from initial touchpoint to closed deal.
- Identified that only two campaigns were responsible for the vast majority of high-quality SQLs and conversions.
- Shifted 100% of the paid search budget to these top-performing campaigns, eliminating spend on ineffective efforts.
Hyper-Targeted Search Campaigns
- Refined keyword strategy to prioritize high-intent search queries directly tied to SEKO’s ICP and buyer journey.
- Adjusted bidding strategies to increase cost efficiency while boosting SQL conversion rates.
- Eliminated underperforming campaigns, reducing lead volume but increasing lead quality and conversion rates.
What Happened After Launch?
The Results: Scalable Lead Generation & Revenue Growth
The impact of these strategic changes was immediate and measurable:
- 144% increase in SQLs in Q4 compared to Q3.
- 22% reduction in cost-per-SQL, leading to higher marketing ROI.
- 100% of closed business from paid search now generated by just two optimized campaigns.
- Improved sales and marketing alignment, ensuring paid search efforts directly contributed to revenue growth.
Key Results and Takeaways
The Conclusion: A Scalable, Data-Driven Growth Strategy
By leveraging advanced Salesforce analytics, martech stack optimization, and targeted paid search refinement, SEKO Logistics successfully transformed its lead generation approach. The key to their success was focusing on high-value campaigns and ensuring every marketing dollar was aligned with revenue outcomes.
Ongoing optimization—including regular Salesforce audits, keyword refinement, and bidding strategy adjustments—will continue to drive scalable growth and ensure sustained success in SQL generation.
Looking to refine your paid search strategy? Contact Marcel Digital today to unlock data-driven lead generation strategies that fuel sales success.
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