Customer story
About the client
HyperVerge is the ultimate platform for all your customer onboarding needs. It offers a smooth onboarding journey and a higher user conversion rate. You can leverage 100+ integrations and launch customer journeys at a 5X speed.
Website
Industry
Software Development - App Tech / Partially FinTech
Company size
Mid Market & Enterprise
Goals
Increase the MQL pipeline
Engagement start date
August 2024 (Last week)
The challenge
HyperVerge wanted to overcome the three persistent issues affecting its lead generation and quality:
- It was a challenging task to generate a steady flow of relevant MQLs for the business.
- Getting their hands on big-player leads in the mid-market and enterprise-level field was difficult
- HyperVerge wanted to cut through the noise created by irrelevant leads filling out the forms.
PipeRocket’s strategy & implementation:
The team at PipeRocket understood the market category and developed a comprehensive quarterly plan which was executed through Google Ads including Search, Pmax, and DSA. The key strategy was to target high-intent keywords in search, leverage BoFU blogs in DSA, and refine the brand’s messaging to improve CTRs and conversion rates.
The execution focused on prioritizing customers who were actively using the product. We analyzed their usage to align with the North Star Metric - The number of identities or documents being verified by the user.
To ensure the effectiveness of the strategy implementation, we relied on a simplified phase-level approach:
Analyze the top customers
We focused on identifying the top converting customers of the brand and tried to understand the value they were getting from the product
Craft a unified brand voice
The next step was to create consistent yet impactful messaging. This ensured clearer communication for all assets including the website, landing pages, and ads.
Bring underperformers to a halt
To get the best results, we thought it was important to identify and stop keywords & campaigns that were not giving the desired output.
Restructure the account
After pausing underperformers, it was time to focus only on campaigns that brought in relevant leads who turned into active and engaged customers over time.
Design smarter lead forms
Another important issue to tackle was the clutter of junk leads. We updated the leads form with relevant questions to filter out irrelevant leads and attract the right lead pool.
Optimize Search Terms
Our team reviewed the search terms and incorporated negative keywords at both the account and campaign levels to enhance targeting accuracy.
Result - A success story:
The lead-focused strategy helped HyperVerge achieve a 3.5X growth in MQLs from Q4 2023 to Q2 2024, all while maintaining a consistent budget. Additionally, there was a notable improvement in the average opportunity size and the quality of leads generated.
PipeRocket is exactly what HyperVerge needed to start our performance marketing efforts. Their experience, actionable strategies brought in 51 high-quality MQLs in just 3 months. Specifically, the team’s approach towards fine-tuning campaigns across regions not only grew our leads but also saved us costs.