CUSTOMER CASE STUDY

How TripleDart Boosted Avoma’s Paid Marketing Through Strategic Decisions

How TripleDart Boosted Avoma’s Paid Marketing Through Strategic Decisions

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Avoma is a cutting-edge conversation intelligence and meeting assistance platform designed to improve team productivity and streamline business communication. They approached TripleDart with the goal of understanding gaps in their paid marketing efforts and improving the process. Avoma found it difficult to understand performance measurement due to tracking issues and felt that an experienced marketing agency would be more effective for their overall efforts.

The Challenge

The client wanted to venture into paid marketing but faced several hurdles:

  • No In-House Performance Marketing Team: The absence of a dedicated marketing team meant they needed external support to manage and execute campaigns effectively.
  • Past Setbacks: Previous attempts at running ad campaigns with a hired resource had failed due to poor tracking, leading to underperformance and lack of measurable results.
  • Targeting a Competitive Niche: The client was up against multiple strong competitors, making it crucial to craft highly targeted and strategic campaigns.

How TripleDart Addressed Avoma’s Challenges

We started by creating a tailored strategy for Avoma and focused on the following services:

  • Paid Marketing Campaigns: Developed and managed targeted paid campaigns aimed at generating high-quality leads.
  • Creative and Copywriting: Delivered compelling creatives and ad copy tailored to resonate with the target audience.
  • Landing Page Optimization: Utilized the client’s existing comparison page to drive conversions.

How We Achieved These Results

  1. Keyword Research and Strategy

Our team started by conducting in-depth keyword research to identify high-performing terms relevant to the competitive landscape. Our focus was on competitor-related keywords and we targeted comparison articles with our competitors, which allowed us to target users actively searching for alternatives. 

Using this data, we launched a targeted competitor campaign that allowed us to capitalize on existing demand and direct traffic toward Avoma's offerings.

  1. Landing Page Optimization

The main focus of our campaign was Avoma's comparison landing page. This ensured that Avoma stood out from the crowd and shifted the conversation to what makes Avoma a better choice. We ensured that messaging and value propositions were tailored to align with user intent and revolved the content around this. One key learning was our messaging around "Avoma being economical", which resonated particularly well with the target audience. This contributed to a higher conversion rate and made the campaign even more effective.

  1. Ad Performance Insights

Our competitor pages saw a strong conversion rate of approximately 7%. 

Notably, a significant portion of leads generated opted for demos rather than free trials, which aligned with Avoma’s goal of attracting high-quality leads. The leads from this campaign also had an impressively fast closure time, with some deals being finalized within just three days. 

Although the competitive nature of the category resulted in a higher cost per click (CPC) ranging from $50 to $100, our well-targeted messaging ensured that the campaign remained profitable.

  1. Creative and Messaging

We developed ad creatives and copy that directly addressed Avoma’s potential customers' pain points, especially around pricing concerns related to our competitors. This relatable and targeted messaging drove engagement, resulting in faster conversions and helping Avoma close deals more efficiently.

Our Results

Our tailored strategy along with laser-focused effort on landing pages and customer engagement quickly showed a difference. Here’s what we achieved in the span of 8 months only.

  • Pipeline Generated: The competitor campaign generated an $84K pipeline with a $49K ad spend. Our comparison landing pages were the main success as the audience resonated with the message that Avoma is a cheaper, yet powerful alternative in the market.. 
  • Annual Recurring Revenue (ARR): The campaign resulted in $49K ARR and closed 7 new customers.

Key Takeaways

Avoma has been thoroughly impressed with the results we have achieved. Our team’s insistence on understanding the client, and coming up with tailored solutions did wonders for them and set them up for success.

For us at TripleDart, collaborating with Avoma has been a learning experience as well. We have extracted many lessons from our 8-month engagement and are eager to apply our learnings to deliver even better results in our next challenge. 

The best part is that our expertise in performance marketing and creative solutions has empowered Avoma to overcome its initial challenges and achieve measurable results in a highly competitive market. We look forward to seeing Avoma leading the industry in the coming years.

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