BACKGROUND

Tricentis has been building on strength to strength in the automated enterprise software testing market, entering 2021 with their fourth consecutive year of rapid growth across markets
Now, Tricentis was looking for growth in the enterprise.
Tricentis was establishing thought leadership in their educational content – with the potential to accelerate growth within existing and prospective enterprise clients..

The ask?
Build pipeline by engaging large buying groups with content they want to consume.

THE CHALLENGE

Content wasn’t being consumed by the right companies.
Because Tricentis’ growth was focused on the enterprise, this meant appealing to large, risk averse buying groups.

These included a variety of personas including:

• Enterprise Architects
• SAP and Technology Solutions Architects
• Test automation specialists
• CFOs, CTOs
• Heads of Testing Departments

We set out to build creatives that would delivered to diverse personas and appeal to each.

THE RESULT

Using the tools below, we helped Tricentis’ build marketing sourced pipeline across 7 product groups in NORAM, EMEA, and APAC.

1. Voice of Customer Research
2. Creative experiments & A/B tests
3. Paid Social optimization (targeting & bidding)

The result over 6 months:

• 53 assets with 106 variations
• 2,533 enterprise leads
• $5.28 million in pipeline

Altogether we’ve reached $12.78M in marketing sourced pipeline over 6 months. Onwards!

THE LAST 2 Q’S

PROGRESS OVER TIME

THE SOLUTION

Tricentis’ didn’t just need to deliver the content – they also needed to understand what was working. So we built an always-on content delivery engine with testing at its core.
First, we listened to insights from customers and prospects. Then we personalized, experimented and tested the best performing approach for each product group.

1. Voice of Customer Research
2. Creative experiments & A/B tests
3. Live Dashboarding
4. Paid Social optimization (targeting & bidding)

UNDERSTANDING PRODUCTS

First, we set out to understand what customers and competitor’s customers were saying about each of the product groups.
We went to G2, Gartner Reviews, Capterra and Trustradius to see exactly what testing automation professionals thought

1. SAP………………. Automated testing
2. qTest……………… Test management
3. ServiceNow.…….. Test automation
4. TTA………………. Fast testing speeds
5. Neoload………….. Performance testing
6. Data Integrity…… Testing data integrity
7. Tosca……………. End-to-end testing
8. Cross-topic

MINING VOICE OF CUSTOMER INSIGHTS

1. Messages are mined from review and community sites
2. Messages are then organized into emerging themes
3. Themes are grouped together for messaging framework
4. We look out for “sticky copy” – words uttered by customers that express their challenges and excitement.

Then, we incorporated this voice into our messaging for each persona.

TESTING DESIGN, COPY & AUDIENCES

LIVE DASHBOARDING

Dashboards were set up to track the performance of each product and audience group against benchmarks, over time.
These allow all stakeholders at Tricentis and The Social Effect to have access to a single source of truth, updated in real time

RUNNING TEST LOGS

Weekly sprints were held to discuss tests and select winning ideas to back. Each of these optimizations are logged in our workbook and saved for reference and learninf. As themes behind tests emege, we include these in our quarterly reporting cycles.