Keeping it in context, over an initial eighteen month span we built a fully cohesive marketing program complete with granular reporting and factoring for all four P’s of the marketing mix – internally consistent with their organizational priorities and mutually supportive with all channels of the digital marketing strategy. This program became the foundation upon which great things were built. Over the first twenty-four months, we were able to create a consistent and ongoing increase in organic site traffic averaging over 35% on a month over month basis. Again, that was for twenty-four straight months. At the same time, as the relevance of organic rankings and hence domain authority increased, we saw the average cost-per-click of our paid media campaigns trend down. Over time, as this program continued to gain momentum, we saw a 40% increase in click-through ratio (CTR) and a 35% decrease in average cost-per-click (CPC). When we looked back at the annual performance, we saw that we generated 120% more conversions at a 25% lower overall expenditure! Naturally, the cost per acquisition (CPA) was also down 30% on an annualized basis. The best part is, since we had this all tied together via our proprietary tracking system, we were able to show exactly how many leads actually became sales qualified, and also to affix dollar values to those pipeline contributions. In addition, the marketing automation program helped us to reduce the lead inception to lead close period by three months, or 50%!
Then it got even more interesting. Leveraging cutting-edge tools like OptinMonster to place strategic popups across the site (based upon signals such as exit intent), we pushed yet another boost of 141% on top of the already soaring lead generation numbers that the company was already enjoying. At the same time, our rollout of the AtHoc Customer Portal, as well as a very popular and industry-leading blog, were all launched with 100% success which has proven to be ongoing and sustainable.