WOW! Business, a provider of internet, TV, and phone services to business customers, faced challenges in effectively targeting and converting leads through its digital marketing efforts. WOW! needed a comprehensive strategy to streamline its paid search efforts and maximize lead generation. By optimizing its martech stack, improving landing page experiences, and implementing a robust governance strategy, we helped WOW! Business significantly increase conversions, reduce costs, and drive more qualified leads through its website.
Why Did We Start the Project?
The Challenge
WOW! Business needed a strategic partner to optimize its digital marketing efforts and generate high-quality leads through its website. With a diverse customer base spanning both business and residential markets, the company faced a significant challenge: ensuring that its B2B marketing efforts were not competing with its consumer division, which could drive up costs and create inefficiencies. A strong governance strategy was essential to maintain alignment across its martech stack while maximizing lead generation for its business services.
What’s Going On?
The Analysis
To refine WOW! Business’s digital strategy, we conducted a deep dive into its paid search campaigns. We identified overlapping keywords between the consumer and business accounts, ensuring that internal competition was minimized. This allowed for a more cost-effective allocation of the advertising budget and improved tracking of revenue and conversions.
Beyond keyword governance, we assessed the website’s ability to engage and convert B2B prospects. We found that the landing pages did not provide the level of industry-specific content and user experience that decision-makers expect when evaluating enterprise solutions. To better align with WOW! Business’s ICP, we recommended a series of content and UX enhancements to improve lead capture and qualification.
How Did Marcel Digital Help?
The Solution
Our team implemented a strategy to optimize paid search efforts and ensure seamless segmentation between business and consumer campaigns. This reduced wasted spend and improved overall conversion efficiency.
Key initiatives included:
- Optimizing account structure to enhance targeting and reduce internal competition
- Improving click-through rates (CTR) and conversion rates through refined ad copy and bidding strategies
- Consulting on landing page optimizations to align with B2B buyer expectations, improving Quality Scores and increasing conversion potential
- Continuous collaboration with the WOW! team to refine messaging and enhance the sales funnel
What Happened After Launch?
The Results
Our strategic approach led to immediate and sustained improvements in WOW! Business’s digital performance. By aligning paid search efforts with its sales objectives, we significantly increased qualified leads and improved KPIs year-over-year.
Key Results:
- 22% increase in paid search clicks
- Significant growth in web form submissions
- 21% increase in calls from paid search ads
- 274% increase in calls tracked from the website
Through a data-driven approach, we helped WOW! Business streamline its lead generation efforts and drive greater ROI from its paid search campaigns.
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