• Goals to scale were extremely high
• The company was in mass which made communication with decision makers hard

• Increase advertising spend to $100,000 a month
• Increase volume of MQLs and SQLs which will lead to closed deals
• Create a Main Strategy that could be used to implement strategies for the parent company

• Multi-pronged approach to accomplish marketing goals
• Leverage LinkedIn insights data to build valuable audiences for remarketing
• Capture BOF customers through search
• Maximize market coverage by leveraging AdWords, Bing, LinkedIn, and YouTube Advertising
• Increase brand awareness using social media and YouTube

Previous efforts from previous agency, trying to hit the ground running and increase spending asap. So that’s what they exactly did, they started by launching new AdWords and Bing campaigns with an vastly wide range of keyword list, created new YouTube video ads and launched Facebook and LinkedIn campaigns. The strategy was to increase leads and website visitors by using broad keywords and aggressive bidding while also trying to increase the size of the targeted market. However, Lumity leaders did not see the performance they wanted. The corporate reporting showed not much improvement in sales, and the majority of their spending were just money through away.
After taking over the case we made adjustments to marketing strategy and set more realistic goals for Lumity.
One of the difficulties we faced after we took over Lumity were measuring result as sales cycle for enterprise software could be from 3 to 6 months, so in order to measure accurately we set up regular reporting and phone calls with VPs.
We started our journey by creating YouTube and LinkedIn awareness campaigns so we generated enormous number of leads and getting very good engagement on our videos, which increased brand awareness. These branding awareness ads help us to keep Lumity at the top of potential customers’ minds, beside increasing Lumity branded searches over time.