Driving Sales Growth for DevOps & Consulting Services with Account-Based Marketing & Paid Ads
Client Overview
A DevOps and IT consulting firm specializing in cloud infrastructure, automation, and agile transformation, the client was facing a highly competitive market. Despite their technical expertise, they struggled to attract the right high-value clients and differentiate themselves from competitors. The primary goal was to increase sales through targeted strategies that effectively reached key decision-makers.
Challenges
- Difficulty Reaching Decision-Makers: Generic marketing tactics were failing to engage IT leaders and executives responsible for purchasing DevOps and consulting services.
- High Competition in Paid Ads: The client faced steep competition from larger firms with larger ad budgets, leading to low return on ad spend (ROAS).
- Low Conversion Rates: Existing digital campaigns weren’t driving enough qualified leads, resulting in low sales conversions.
Solution: Focused Account-Based Marketing (ABM) and Optimized Paid Ads
To overcome these challenges, we implemented a dual-strategy approach centered on Account-Based Marketing (ABM) and Paid Advertising to drive qualified leads and increase sales:
- Account-Based Marketing (ABM):
- Target Account Selection: Identified high-value target accounts across industries such as finance, healthcare, and technology, where DevOps automation and cloud adoption were priorities.
- Personalized Campaigns: Developed customized outreach campaigns that included tailored emails, case studies, and solution briefs addressing the specific challenges faced by each account.
- Sales & Marketing Alignment: Collaborated closely with the client’s sales team to ensure that marketing efforts aligned with sales goals and led to timely follow-ups on warm leads.
- Executive-Level Content: Created high-impact content, including executive guides and whitepapers, specifically designed to engage C-level decision-makers with clear value propositions around ROI, scalability, and operational efficiency.
- Paid Advertising:
- Optimized Ad Targeting: Utilized detailed audience segmentation to target ads at decision-makers and companies most likely to need DevOps services, including CTOs, IT Directors, and CIOs.
- Custom Landing Pages: Created dedicated landing pages for each target segment, ensuring personalized messaging and improving the relevance of ad content to prospects.
- A/B Testing & Budget Optimization: Ran A/B testing on ad copy, visuals, and call-to-actions (CTAs) to improve click-through rates (CTR) and conversion rates. Adjusted budgets in real time to focus on high-performing ad variations.
- Retargeting Campaigns: Implemented retargeting ads to re-engage potential leads who had visited the site but didn’t convert, nurturing them through the buying cycle.
Key Results
In just 6 months, the client experienced a substantial increase in both qualified leads and sales revenue:
- Targeted Account Engagement: ABM campaigns resulted in a 35% increase in engagement with key decision-makers at target accounts, including requests for consultations and solution demos.
- Sales Growth: The client saw a 30% increase in sales from high-value accounts, contributing to a significant boost in overall revenue.
- Improved Paid Ads Performance: Paid ad efforts delivered a 40% improvement in return on ad spend (ROAS), thanks to more targeted campaigns and personalized landing pages.
- Higher Lead Quality: The conversion rate of leads generated through paid ads improved by 25%, leading to shorter sales cycles and more closed deals.
- Increased Web Traffic: Paid ads combined with retargeting strategies drove a 50% increase in website traffic from relevant decision-makers, enhancing brand visibility.
Conclusion
Through a focused combination of Account-Based Marketing and Paid Advertising, Exogenous Technology helped this DevOps and consulting firm overcome significant marketing challenges, engage key decision-makers, and substantially increase sales. This case study underscores the power of personalized, data-driven marketing to drive measurable results in competitive B2B markets.
Looking to drive sales with targeted marketing strategies? Contact Exogenous Technology today to see how we can help your business grow!
