PROJECT DETAILS

Virtuoso QA

Virtuoso uses AI, ML, NLP, and Robotic Process Automation to run a test automation tool that gives you the speed of low-code/no-code paired with the power of scripted test steps.

The Challenge

Virtuoso was fighting on two fronts before approaching 247 Digital Marketing and had a few challenges on both the organic and paid marketing side.

1 – Content Refresh

Virtuoso had a substantial number of TOFU, MOFU, and BOFU articles. However, the content was too generic and failed to stand out in the competitive market. This created an engagement problem for the brand as they could not get the eyeballs they wanted.

2 – Audience Targeting

Another problem was the audience. What Virtuoso needed was the right audience’s attention, which would have led to better overall traffic and more relevant leads.

3 – Conversion Optimization

Virtuoso wanted to improve its traffic-to-lead conversion rates to generate more leads from their existing traffic.

4 – Paid Media Management

After their in-house paid media manager left, they needed someone with the right expertise to carry their vision forward. The main focus was on expanding their paid media campaigns across Google, Bing, Linkedin and G2. Furthermore, Virtuoso also wanted to start positioning itself on LinkedIn as it was a potential platform where they had put in very limited effort.

How We Achieved These Results

SEO

Content Optimization

  • Content Refresh: We optimized existing TOFU, MOFU, and BOFU articles with industry insights to make them more engaging and relevant to Virtuoso’s target audience. Instead of harping on the many features of Virtuoso’s test automation tool, we used the JTBD framework to highlight how the software could help the specific needs of the different segments of the target audience.
  • Keyword Integration: We updated the existing articles with targeted keywords to improve search engine visibility. This helped us attract the right audience and get the word around about what Virtuoso does.

Audience Targeting

  • Market Research: Our team conducted thorough research to understand the needs and behaviors of Virtuoso’s ideal customers.
  • Content Strategy: Using the research, we developed a content strategy that catered specifically to the identified audience segments

Conversion Rate Improvement

  • UI/UX Enhancements: We improved the user interface and user experience of the landing pages to make them more appealing and user-friendly for our audience.
  • CTA Optimization: Our team conducted A/B testing on CTA buttons to determine the most effective designs and their placement.

PPC

Keyword and Geo Optimization

  • Keyword Theme Analysis: We analyzed lead-to-opportunity conversion rates for each keyword theme to identify high and low performers. We also eliminated non-converting themes to optimize budget utilization.
  • Geo-Targeting: Our team evaluated sales accepted leads (SAL) and opportunity data by geographic location to reduce spending in underperforming areas and expand into new, promising regions.

Landing Page Optimization

The team modified the landing page copy and experimented with different CTAs to boost conversion rates. We also tailored landing page content for different regions to enhance relevance.

Platform-Specific Strategies:

  • Bing and Capterra: Historical data for Virtuoso showed great results on Bing and Capterra. Furthermore, Bing historically has a lower CPL, so we decided to scale up our campaigns there to continue the winning streak.
  • LinkedIn Ads: Virtuoso had little to no presence on LinkedIn, which was a good potential platform based on our research. Our team prepared for the launch of LinkedIn ads to tap into a new professional audience.

Advanced Techniques:

  • Offline Conversions: We implemented offline conversion tracking by integrating Salesforce with Google Ads to capture complete customer journey data.
  • Bid Strategy Testing: Our team tested and adapted automated bid strategies in new campaigns and geographies, yielding positive results.

The Results

Our quick-win strategies and commitment created great results for Virtuoso on both the SEO and PPC fronts. Here’s how we fared on SEO:
  • Website traffic increased from 5,000 clicks in December to 7,500 clicks in June.

Monthly leads improved from 10 to 20, doubling the lead generation rate.

Our work with the brand resulted in key benefits that included

Organic Traffic
+ 0 %
Returning Visitors
+ 0 %
Leads
+ 0 %

Challenge & goals:

Similarly, Virtuoso did well on the PPC front and achieved the following results:

  • A 7% increase in leads QoQ with the same budget.
  • Improved the conversion rate by 75% QoQ.
  • Generated $350K in pipeline within three months of taking over.
  • Reduced unqualified/invalid leads by 15% QoQ. The percentage of unqualified leads dropped from 52% to 45% in the first three months, and further to 34% by June.

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