Dragon360

CHALLENGE

Kofax reduces the tedium of repetitive tasks with intelligent automation solutions. They make the likes of HP, Samsung, Visa, and 25,000+ other customers in 31 countries increasingly resilient and productive. But, with  a bifurcated media strategy for their enterprise and direct-to-consumer software, how could Kofax drive revenue, boost qualified leads, and acquire new customers across their portfolio? 

EXECUTION

Kofax’s compartmentalized media strategy made leads and learnings difficult to attain and analyze at scale, and ad efforts were often competitive to sister solutions. We implemented a unified strategy to create and capture demand, driving pipeline and revenue growth across both arms of the business. We also developed dynamic buyer segments from 1st- and 3rd-party data sources and on/off-site customer behaviors, and helped identify missed cross-selling opportunities.

• Account-Based Marketing via Terminus, 6sense

• LinkedIn, Facebook ads

• Paid search

• Retargeting campaigns

• Keyword research

• Content strategy

OUTCOME

Unifying Kofax’s media efforts into a global digital advertising program that systematically creates, captures, and nurtures demand resulted in significant new customer growth across their entire product portfolio for both enterprise and e-commerce sales. 

• 620% return on pipeline generated

• 600% ROAS on e-commerce sales revenue

• 24% reduction in avg cost per conversion

CHALLENGE

Haven Life offers people an easy way to purchase an affordable term life insurance policy online to help financially protect the people they love. But, as budgets tightened for consumers facing unprecedented inflation, layoffs, and uncertainty more than a year into the pandemic, how could Haven Life continue to grow their customer base? 

EXECUTION

We knew it would take multiple engagements to move a consumer up the hill of deciding to apply and then successfully enrolling. So, we developed an end-to-end campaign for each audience segment with elements for each of the major points of their buyer journey: a stepping-stone-like flow from awareness to applying, a medical exam (if necessary) and, finally, successfully securing a life insurance policy.

• Connected TV

• Programmatic banners

• Retargeting + nurturing

• Landing page refinement 

• First- / third-party data 

• Audience segmentation

• Lookalike audiences

• Target audience validation

• ACR targeting

• Reframing messaging

OUTCOME

Haven Life’s first foray into CTV helped deliver their most successful year to date. Systematically growing demand, capturing it, and nurturing through to a successful new customer conversion not only drove record-low cost per acquisition, but significantly increased new policies and the annually recurring revenue that compounds with each new enrollee. 

• 38% increase in new policies YoY

• 1,091% return on ad spend

• 77% less than target CPAs (App Submissions)

CHALLENGE

Bentley Systems is a billion-dollar engineering software company advancing the world’s infrastructure across 186 countries. They empower architects, engineers, and operators to build and maintain crucial foundations of modern life. They’d created a new e-commerce offering, Virtuosity, the one-stop shop for self-serve Bentley applications. But, how could they grow market share among SMBs and exponentially increase leads from the ground, up?

EXECUTION

Scaling a zero-touch SaaS e-commerce platform from MVP to full-tilt can be a steep hill to climb. To effectively create, capture, and nurture SMB demand, we created a framework of ad campaigns, advised the Bentley team around creating more trust-building educational content, and encouraged them to offer free software trials — a brand first. We quickly grew Virtuosity into a new multi-million-dollar revenue stream.

• Paid social
• Display advertising
• Paid search
• Retargeting campaigns
• Shopping campaigns

OUTCOME

We successfully took Bentley’s new SMB-oriented e-commerce platform from 0 - 60, driving consumer trust, demand, and, ultimately, growing an entirely new multi-million-dollar revenue stream from DTC software and license purchases. 

• 70% increase in YoY e-commerce revenue
• 700% return on ad spend
• 44% reduction in cost per MQL

CHALLENGE

In 1963, Pantone launched the Pantone Matching System, a revolutionary tool to select, articulate, and reproduce accurate color. But, 60 years later in a rapidly expanding e-commerce landscape, Pantone found itself in steep competition Amazon and other third-party retailers. How could they reclaim lost sales on pantone.com and capture demand for their colorful products?

EXECUTION

We found was that while potential customers were very familiar with Pantone, they were often confused or unsure about which tools or products were right for their needs. Since we were focused on capturing demand, rather than driving it, we knew we needed to take a more educational and segmented approach to the buyer journey through a revamped advertising strategy and responsive website user experience.

• Product education campaign
• User experience design
• Conversion rate optimization
• Landing page refinement 
• Display banners
• Demand gen playbooks
• Paid search
• Paid social
• Audience segmentation
• Keyword research

OUTCOME

By approaching shopping on pantone.com through the lens of a customer’s unique buyer journey and looking past singular product needs to a full spectrum of tools, we were able to identify crucial advertising and on-site opportunities for refinement and sustained growth. Constant analysis, optimization, and testing led to compelling results that drove a significant increase in sales revenue and other KPIs. 

• 436% avg. return on ad spend
• 30% increase in e-commerce sales revenue
• 38% increase in transactions
• 25% increase in avg. order value

CHALLENGE

Simon Data, a customer data platform (CDP), unifies brands’ first-party data and allows them to deliver a seamless, future-proof customer experience. They’re trusted by brands like Venmo, jetBlue, ASOS, and more.

In an increasingly crowded CDP space and on a tight budget,  how could Simon stretch their marketing dollars to expand their pipeline and shorten the sales cycle for target brands?

EXECUTION

We knew that leveraging account-based marketing (ABM) tactics would be a powerful way to bring precision to Simon’s advertising efforts and focus their marketing investment. We ran a 5-month pilot program that proved paid media would increase the pipeline velocity of target accounts. Simply put: how much more likely would it be for a target account to become a customer if it was influenced by LinkedIn ads?

• Account-Based Marketing

• LinkedIn ads

• Paid search

• Retargeting campaigns

• Keyword research

• Content strategy

OUTCOME

We proved that Simon would be 6x more likely to see a target account turn into an opportunity, and 3x as likely to convert them into a customer if they invested in demand generation campaigns on LinkedIn. This ensured that they could rely on ABM tactics with a demand-gen, strategic approach to reach prospects and convert customers faster than ever, impacting their bottom line.

2,846% return on ad spend

500% increase in opportunity creation rate

180% increase in customer acquisition rate

CHALLENGE

Autotask (now Datto) makes the world's leading IT business management software. Their innovative suite of services is used in more than 9,000 companies across 90+ countries. But as their team and market geography continued to grow, how could they tactically increase awareness, marketing effectiveness, and sales at an international scale?

EXECUTION

Dragon360 created a unified global sales and digital marketing plan: implementing a comprehensive demand-focused strategy fed by digital advertising and content creation. We built a robust library of assets mapped to specific pain-points along the buyer journey and distributed them across various ad channels. Tailoring by language and geography identified region-specific nuances and opportunities. Collectively, these efforts moved qualified prospects to convert.

• Content strategy +creation
• Audience research
• Conversion rate optimization
• Display banners
• Paid social
• Paid search
• Retargeting
• Keyword research
• Landing page testing

OUTCOME

Overall, we helped implement a unified demand generation and capture strategy powerful enough to drastically increase Autotask’s marketing-driven revenue, but also flexible enough to be effectively adapted to any of their markets across the world.

• 381% return on ad spend
• 65% increase in MQLs
• 235% increase in average conversion rate
• 155% increase in paid media-driven revenue

CHALLENGE

Archer Roose, the sustainable luxury canned wine brand, needed to kick-start sales on their new e-commerce site. The canned wine industry grew by ~70% last year, but only 4 in 10 consumers know that wine can even come in a can. In a relatively unknown category, how could they increase awareness in time for summer — their peak sales season?

EXECUTION

We were on a tight budget, but had some serious star power to jumpstart buzz: Archer Roose Founder + CEO Marian Leitner-Waldman co-starred in the hilarious spot (made by Colossus) with actor Elizabeth Banks. CTV was crucial for its reach, premium placements, and to help confirm the best target audiences. Facebook ads prioritized Instagram, Stories and the Video Feed. The YouTube campaign out-performed national adult beverage industry averages by more than 15%. Landing page CRO experience refinements increased Shop Now clicks by 85%.

• Connected TV Ads
• YouTube Ads
• Landing page creation
• Conversion rate optimization
• Facebook Ads
• Google Ads
• Lookalike audiences + remarketing
• Paid Search

OUTCOME

The “Uninvited Guest” campaign launched Archer Roose into the spotlight, driving brand awareness, and, ultimately, was the most successful advertising campaign the brand had run to date.

• 150% increase in sales revenue
• 26% returning customer increase
• 87% average view-through rate