Endeavor Paid Media Reboot Results in Explosive Opportunity and Pipeline Growth for Leading Cybersecurity Company
Client Overview
Imperva is a global cybersecurity leader that provides software and services to protect enterprise data and application software around the world.
Services
Endeavor Paid Media Strategy Generates 752% Increase In Paid Media Opportunities And 2,279% Increase In Paid Media Pipeline For Global Cybersecurity Leader
2,279%
Increase In Paid Media Pipeline
752%
Increase In Paid Media Opportunities
371%
Decrease In Paid Search Cost Per Conversion
1,000%
Increase in Paid Media Webinar Registrants
Summary
Overview
Originally hired on for strategy consulting, Endeavor faced the monumental task of turning an unprofitable paid media operation plagued with hurdles, inefficiencies and self-serving former agency management into a plentiful pipeline machine.
Proven Process
Challenge:
Originally hired on for strategy consulting, Endeavor faced the monumental task of turning an unprofitable paid media operation, plagued with hurdles, inefficiencies and self-serving former management into a plentiful pipeline machine.
Solution:
Digital Marketing Agency Audit
Endeavor performed a 360° audit, looking at each of Imperva’s digital marketing channels with an intense emphasis on ROI. Once completed, Endeavor showcased their findings to Imperva’s internal key stakeholders, which included exposing the numerous shortcuts and self-serving practices used by their current agency. Some of these practices put them in breach of their contract with Imperva and Endeavor suggested immediately terminating their contract. Because the agency was in breach of contract, there were no early termination penalties for Imperva, allowing them to focus more of their resources on building out a profitable and ROAS-focused paid media strategy with Endeavor.
Standardize Workflows
One of the major factors affecting the performance and efficiency of Imperva’s paid media efforts, was their lack of seamless workflows and standardized processes within their marketing department.
Endeavor created custom standardized workflows for each marketing channels and a special process for “rush” campaigns. Once approved, Endeavor implemented their system across Imperva’s internal management and collaboration platform, accelerating campaigns and vastly improving organization efficiency, accountability and campaign success.
Account Based Marketing (ABM) Targeted Advertising
Marketers live by the motto of targeting the right audience, at the right time, with the right message. Using Imperva’s ABM platform to craft hyper-targeted ABM ad strategies, Endeavor did just that – and built campaigns specifically tailored around each of Imperva’s products, at each state of the buyers cycle.
Optimizing this process took some outside-the-box creativity. Endeavor figured out that the ABM platform was essentially double charging for ads within their native advertising platform, radically inflating cost per click and cost per conversion. Imperva’s ABM platform was also charging $1,000 for each external paid-media platform synced ABM segment. This was a major problem, because the ad performance on Imperva’s non-ABM platforms performed over 10x better than the ABM advertising native platform. However, paying $1,000 per synced segment would significantly affect cost per click and cost per conversion performance.
To avoid the outrageous segment sync fees and optimize spend, Endeavor built a work around using a third-party integration, enabling free ABM segment sync lists. This solution alone saved Imperva tens of thousands of dollars every year. Once finished, Imperva had an automated ads platform that harnessed the incredible power of their ABM platform and external advertising platforms. Endeavor’s optimizations shot Imperva’s paid media performance through the roof and helped make them competitive amongst their top five competitors, despite only having 54% of their top five competitor’s median budget.
Conversion Rate and Ad Relevancy Optimization
Ad relevancy makes a world of difference. Throwing ads up without data-driven optimization of target audiences and landing pages is a recipe for disaster, and that’s exactly what was happening to Imperva with their previous agency – literally. Numerous search campaigns had been drafted with target search keywords that were completely non-existent in the ad copy or landing pages, resulting in poor ad relevancy scores and significantly higher bid costs.
Endeavor enacted their proprietary keywords strategy to rebuild each campaign from the ground up, with a keen effort to improve ad relevancy, goal conversions, and reduce costs.
Results:
In addition to improving Imperva’s marketing campaign workflow efficiency and saving them tens of thousands each year on ABM costs, Endeavor also achieved the following:
Paid Media
2,279%
Increase In Paid Media Pipeline
752%
Increase In Paid Media Opportunities
100%
Increase In Paid Media Webinar Registrations
Paid Search
82%
Increase In Paid Search CTR
79%
Reduction In Paid Search Cost Per Conversion
Paid Social
97%
Increase In Paid Social CTR
59%
Reduction In Paid Social Cost Per Click
Content Syndication
264%
Increase In Content Syndication Pipeline
92%
Decrease In Content Syndication Cost Per Lead
Business Goals
Helped Exceed Demand Gen MQL Goal By
753%
Helped Exceed Pipeline Revenue Goal By
134%
Other Key Performance Results
- Achieved 22.7% of total impressions and 21% of total clicks vs Imperva’s top 5 competitors on paid social, with only 54% of competitors’ median budget.
