Challenge: Advertising was inefficient and the sales funnel did not capture inbound prospects.

After an analytics assessment to objectively evaluate the return on investment from existing marketing efforts, Cosmic identified several wasted efforts.

For example, we discovered the company was wasting money on AdWords campaigns targeting overly broad keywords that had multiple search intent meanings. Our research also concluded that, at the time, there was not enough organic search volume to justify an SEO campaign for this particular category of products.

Finally, when prospects arrived at the site, there was no lead capture process to convert prospects into leads, and no CRM system in place to capture these leads.

Solution: Analytics Assessment, Adwords Optimization, Content Gating, Email Outreach, Email Drip, CRM implementation

Within the first month of working with the client, Cosmic immediately worked on improving the Google Adwords campaign to improve targeting and lead quality. And to capture leads, we implemented a content gating feature on the website. This meant that organic and paid traffic would fill out basic information to access free content resources. These leads were then captured in a newly implemented CRM.

On the outbound strategy front, we tested email outreach campaigns to target personas at a small group of Fortune 500 prospects. Once these tests proved worthwhile in driving leads, we scaled this effort and added automated outbound drip campaigns.

Thanks to a “start small and then scale up” approach, Cosmic created an effective lead generation and capture machine. for this client. Leads have increased by a factor of five since the engagement started.