Objective
Compleat Software were approaching 10 years old and had firmly established themselves in the Accounts Payable Automation space – but that wasn’t enough.
The brand was dated, the company was focused on massive growth, whole new product lines were coming up and, importantly, international expansion was just starting in the US and Asia-Pac.
Compleat wanted to bring their marketing back in house and make a splash in the market.
Approach
- Mapping existing business – brands, offerings, strategies tried, products.
- Understand the existing client base – and research new opportunities for new product releases.
- Brand review and update to support the business trajectory and target audiences.
- Distil and rebuild existing digital footprint, build new website in new domain.
- Build go-to-market strategy, budgets and team.
- Launch the new brand, new products and target new audiences across the globe.
- Ensure success and set up for the long term.
Execution
Once we had the brand reviewed and revised, the senior management team onboard the first stage was to build the new website, with the focus on the existing audiences and on new ones. The existing customers would be targeted through new in-application tools and international expansion would be supported with a partner network.
We launched the new brand with a splash – a full digital marketing campaign across multiple channels, including socials, PR, Google Ads and retargeting campaigns.
The centrepiece was this video.
We ran a massive survey of the existing customer base following the relaunch and dug into the results to find out exactly what was working and where there were gaps we could quickly fill – we launched a new in-application tool to support customers whilst they were working in the platform and had 2 product marketers building guides, pop-ups etc. to support.
As the team started to take shape, we went heavily into webinars, PR and short form content, building great organic traffic to the domain, allowing us to significantly improve CPL.
For the new partners the company was signing up we built out a new Partner Portal, accessed from the main website. This provided partners with all the critical information they needed and, more importantly, with “campaigns in a box” empowering them to go to market.
As the traffic grew, the pipeline grew and the partners came onboard we put in place the key measures and documentation for ongoing success, working with a selected handful of external agencies and a strong in-house team that are still delivering great content and campaigns today.
Results
- 3 x Growth in website traffic in 12 month period.
- Reduced new user acquisition costs by 20%.
- Shortened Lead to MQL cycles by roughly 25%.
- Increased organic website traffic by roughly 45% driving down CPL by approx. 50%.
- Significant growth in social followers of 97%.