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2 minutes

TechnologyOne: Online marketing strategy and execution.

TechnologyOne stands as Australia's premier enterprise Software as a Service (SaaS) company. TechnologyOne sought to amplify its marketing efforts to not only increase its social media presence and website traffic but also to improve brand awareness and generate Marketing Qualified Leads (MQLs) across its diverse industry verticals.

Overview

TechnologyOne stands as Australia's premier enterprise Software as a Service (SaaS) company, boasting a significant presence across various sectors such as education, government, and healthcare. As a leader in the industry with a robust market capitalisation, TechnologyOne sought to amplify its marketing efforts to not only increase its social media presence and website traffic but also to improve brand awareness and generate Marketing Qualified Leads (MQLs) across its diverse industry verticals.

Challenge

In the face of rapid organisational growth and ambitious sales and marketing targets, TechnologyOne was confronted with the challenge of enhancing its digital marketing strategy to meet these objectives. The company aimed to boost its social media followers and reach, drive more traffic to its website, elevate its brand awareness, and efficiently generate MQLs across its operational sectors.

Solution

  • Revium, stepping in as TechnologyOne’s strategic digital marketing ally, embarked on a meticulous overhaul of the company's Google Search account and campaign structures.

  • This revamp included restructuring campaigns, broadening ad sets, refining targeting through the introduction of negative keywords, and capitalising on current search trends.

  • Revium initiated the setup of a Microsoft Search account to extend reach to Bing Search users.

  • The comprehensive strategy also entailed the continuous management and optimisation of TechnologyOne’s “Always-On” Brand campaign, with weekly adjustments based on market trends and campaign performance to reduce Cost Per Click (CPC), enhance ad strength, and fine-tune bid adjustments for optimal audience engagement.

  • Over time, a refined bidding strategy was implemented to maximise conversions and generate high-quality leads, maintaining low CPC and Cost Per Lead (CPL).

Outcome

The strategic efforts bore fruit marking significant achievements for TechnologyOne:

  • Brand Activity generated 1,063 website conversions, with 827 attributed to Google Search and 236 to Microsoft Search.

  • Among these, 50 conversions were sales enquiries, showcasing successful lead generation.

  • 94 MQLs were engaged with the Business As Usual (BAU) / Brand campaign touchpoints during this period.

  • The campaigns achieved an average CPC of $1.83 and an average Click-Through Rate (CTR) of 14% in Google Search, surpassing industry benchmarks.

  • Additionally, there was an increase in organic search visibility and website traffic, attributed to ongoing SEO, organic social, and paid brand activities.

This work exemplifies Revium's capability to navigate and leverage the digital marketing landscape, demonstrating our commitment to quality and our philosophy of developing bespoke solutions that meet our clients' unique challenges and objectives.

Through our strategic approach and continuous optimisation, we have helped TechnologyOne to not only meet but exceed its digital marketing goals, reinforcing our role as a trusted advisor in the digital transformation journey.