How Touchcast built $4,849,211in pipeline with Social ABM
VOICE OF CUSTOMER RESEARCH
DESIGN & COPY TESTING
In January of 2021, Touchcast was funded by Accenture with $50 million. The sales and marketing mission was to turn a portion of this into revenue and prove product market fit.
Touchcast had a valuable product for the enterprise segment and wanted to use the window of opportunity that covid-19 presented for virtual event technology.
When we started there was no pipeline, no awareness at their target accounts, and very little content to support the sales cycle.
We set out to build pipeline with a focus on building Demand and capturing it at the world’s biggest enterprises.
Without gated content, we had to find a way to keep buyers engaged until they were ready to buy.
We built a 3-part “always-on” funnel to achieve our key objectives: awareness and pipeline.
Awareness was the focus of the campaign. We used Video, Carousel and Single Image assets to build awareness at Global 2000 companies.
Engagement, focused on promoting our strongest organic content to these same target accounts.
Conversion retargeted the highest intent accounts from the above two phases. Our creatives reduced anxiety and increased motivation to try a demo of Touchcast.
We started by listening to what buyers were saying. This allowed us to challenge and confirm assumptions made at the start of the campaign.
We scoured Reddit & Quora forums, thought leadership on LinkedIn, hashtags & Facebook groups to find out what they thought. Finally, we validated their product experiences by analysing competitor reviews on G2 and Trustradius.
We learnt a lot.
We found the most #eventtech companies were saying things that turned away their #eventprofs audience. So we applied what we learnt and wrote ads that attracted them to buy.
Design and copy teams worked to produce assets ready to perform on social and programmatic.
Video showed off the product to its best ability and built retargeting audiences for our conversion campaign.
Phrases like: “You can’t take what works in-person and slap it online” were the words of target buyers themselves – these performed best.
BEST PERFORMING CREATIVES
Our creative teams worked with Touchast product teams to produce scroll-stopping ads that make #eventprof audiences feel seen and heard.
- Single image ads were the most engaging, driving the most traffic to the website & generating the most demo conversions.
- It took an average of 3-4 touchpoints before audiences moved to the website with intent to buy.
- Copy highlighting unique, relevant benefits performed best.
- Impressions: 3,696,105
- Clicks 6,813
- Reach: 744,679
Targeting senior decision makers at target accounts.
We focused on the impressions of each ad, the number of clicks received on the ads and the reach, based on the number of people who have seen the ads
- 30,558 Engagements across LinkedIn, Facebook and Twitter
We focused on different engagement objectives for each sub-campaign.
These would include reactions, comments, shares, page follows, page visits, webinar sign-ups and clicks to landing page.
- Qualified Demo Requests: 47
- Engagement Rate 1.54%
- Lead form opens: 1,116
We assessed the amount of leads generated and the engagement and conversion rates.
This helped us understand if the audience wanting to be contacted to book the demo and how many people are interested in the offer at hand.
Discovery, Possible: $2,139,500
deals created In Hubspot CRM
return on pipeline
Total spend $105,000