How Tricentis built $5.28 million
pipeline in 6 months
– Julien Imbert, Demand Generation Specialist at Tricentis
Qualified enterprise leads
B2B Products
A/B tested creative variations
BACKGROUND
“It’s easy to generate leads – but if this lead isn’t qualified, it’s really painful for us. We needed an agency who are experts at delivering the right balance between lead quality and volume. That’s what the Social Effect is.”
– Julien Imbert, Demand Generation Specialist at Tricentis
Approach
- Truly understanding the B2B buyer’s needs
- Testing creative to see what resonates with buyers at every stage of their journey
- Optimizing Paid Media for a steady stream of highly qualified leads
Solutions
- Voice of Customer Research (message mining)
- Creative experiments (A/B testing)
- Daily paid media optimisations (targeting tweaking)
THE CHALLENGE
How to generate a steady stream of qualified leads?
Tricentis’ content is close to perfect.
They have a great content team that deeply understands their B2B buyer’s needs. As a result, they’ve created truly helpful content that tackles every question along the buyer’s journey.
But getting the right content to the right buyer at the right time – that’s a tricky task. Mainly because the linear B2B buyer’s journey has changed and marketers have the tough job of navigating a new complex, squiggly journey
Today’s buyers will quietly research on their own, spend months comparing brands on social media, and consume 7 to 10 pieces of content before making a decision. And that’s just 1 person out of a (6-10 man) buying committee🤯
THE SOLUTION
A demand generation engine that’s laser-focused on optimisation.
“Our core focus is on the growth of our product.
We need an operational team to craft the right messages, recommend the best split tests, and teach us constantly about optimizations on each social media channel.”
Tricentis’ perpetual demand generation process required a lift to get off the ground. After that, it was just a matter of tweaking and optimising.
Let’s break it down.
THE HEAVY LIFTING
1. Voice-of-customer research
Digging up the true motives of a broad B2B tech buying committee is tough. To get our heads around their mindset, we message mined ⛏
This involves gaining insights from thought leadership articles, demo recordings, and online forums. Once you’ve found patterns in their word choice, dreams, and pain points, you incorporate these insights directly into your ad copywriting.
2. Creative experiments (A/B testing)
Driven by persuasion principles, here are a few examples of single image ad split-tests –
- Main text: short copy vs longer copy
- Simple branded creatives vs photograph-focused creatives
- Serve technical language to technical personas and ‘business growth’ language to decision-makers
3. Audience building
For each piece of content, you’re testing many different targeting strategies.
E.g. one white paper has 8 types of LinkedIn campaign targeting (we think of it as ‘layered’ targeting). One campaign focuses on targeting job titles only while another targets job titles layered with specific skills.
The result: hundreds of ad variations to manage, optimise and refresh from a creative angle.
THE MAINTENANCE
“You’ll face a lot of work upfront in terms of research and content (or deliverable) creation, but after that, it’s just a matter of tweaking and improving what you’ve created based on your audience engagement.” – Kira Mondrus, SVP of Global Marketing at Tricentis.
We used insights from Voice of Customer research to craft ads with Conversion Copywriting. We boosted these with design variations that could be managed, optimised and refreshed from a creative angle.
Enter our optimization program.
THE RESULTS
Since partnering with The Social Effect, Tricentis has achieved the very thing that makes demand gen marketers sleep well at night: predictable pipeline🕊️
With their always-on demand generation engine humming in the background, they built $5.28 million pipeline in just 6 months simply by observing and tweaking a sturdy set of campaigns.
Because Tricentis meets buyers where they are, they were able to generate 2,395 qualified enterprise leads – the gold standard in lead generation🥇
That’s not all.
With 106 A/B tested creative variations, their demand gen team can present their CMO with proof of the kind of copy and creative that actually resonates with their audience. So they’ve cut their creative workload in half with proven and repeatable processes🎨