Plivo Saw a Surge of 78% in Marketing Qualified Leads. Learn How TripleDart Helped Them Achieve that

Plivo, a leading global cloud communications platform that provides voice and SMS services for businesses, initially approached TripleDart Digital with a short-term goal. They wanted us to handle their performance marketing until they found the right in-house resource. 

Plivo was already aware of TripleDart’s history of exceptional performance and had already partnered with us for organic SEO marketing. So, we started on the right foot and could quickly build on the existing relationship we had. 

The Challenge

Plivo had two main challenges when they sought TripleDart’s expertise:

• Unclear Value Proposition: Plivo's ads and landing pages did not effectively communicate their unique selling points (USPs) or competitive advantages. This made it difficult to differentiate from competitors and convey the benefits of choosing Plivo over other options.
• Competitor Targeting Vulnerability: Competitors were actively bidding on Plivo's brand keywords, diverting potential leads away. Plivo needed a strategy to defend against this and safeguard their market share.
• Scaling Lead Flow: With aggressive growth targets, Plivo needed to rapidly improve its paid campaigns to increase MQLs and SALs. They also wanted to know how well a paid campaign would work and get an idea of the ideal budget they should set for the in-house resource.

Our Services

1. Paid Advertising Management: TripleDart took full ownership of Plivo’s PPC campaigns across multiple platforms, ensuring their performance was optimized during this transition period.
2. Creative and Copy Development: Our team developed custom ad creatives and compelling copy that resonated with Plivo's target audience.
3. Development Support: We made sure the technical aspects, like landing pages and tracking mechanisms, were fine-tuned to convert the increased traffic.

How Did We Do It?

Through our research, we discovered that Plivo faced many challenges in its PPC campaigns, most of which stemmed from its heavy reliance on a single competitor.  The top competitors weren’t performing as expected due to budget misallocation and Plivo’s landing pages or other collateral weren’t presenting its value proposition to the target audience. 

Based on these insights, we implemented a three-pronged strategy. 

Phase 1: Streamlining Existing Campaigns

Our initial priority was to optimize Plivo’s current campaigns to prevent any performance dips. We implemented the following steps:

• Budget Reallocation: We identified high-potential campaigns that could achieve more conversions with increased daily budgets, ensuring efficient use of ad spend.
• Enhanced Value Proposition: We revised ad copy and landing pages to clearly highlight Plivo’s unique selling points and advantages over competitors, emphasizing better pricing, features, and customer support.
• Dedicated PPC Landing Pages: We developed targeted landing pages specifically designed for PPC traffic, minimizing user drop-off and improving conversion rates.
• Competitor Defense Tactics: Recognizing that competitors were bidding on Plivo’s brand keywords, we quickly launched a brand protection campaign to safeguard potential conversions.

Phase 2: Competitor Campaigns and Lead Quality Enhancement

We expanded the strategy to address competitor-specific tactics and improve lead quality using HubSpot intent signals. Here’s what we did.

• Optimized Lead Targeting: By passing MQL data back to the ad platforms, we focused on acquiring more high-quality leads rather than merely increasing form submissions. This helped fine-tune our targeting towards users with higher purchase intent.
• Personalized Competitor Messaging: We identified key competitors in the product category and crafted tailored messaging for each, emphasizing Plivo's advantages in specific use cases. This approach allowed us to resonate more effectively with potential customers.
• Competitor-Specific Landing Pages: We built dedicated landing pages comparing Plivo’s features and pricing to each competitor, providing prospects with clear reasons to choose Plivo.

Phase 3: Geo-Targeting Strategy Shift and Signal Optimization

Leveraging data from Plivo’s ad account history dating back to 2007, we refined the geo-targeting strategy. Here’s how: 

• Granular Geo-Targeting: We transitioned from broad country-level targeting to more precise city and state-level targeting based on historical performance. This allowed us to optimize budget allocation towards regions with lower cost-per-lead (CPL) and higher conversion potential.
• Platform Signal Optimization: By continuously analyzing platform signals, we refined the campaigns to align better with user behaviors and intent across various locations.

Our Results

TripleDart was able to prove its experience and expertise in only a few months and delivered impressive results for Plivo. 

Here’s a highlight of Plivo’s standing in regards to its main challenges: 

• 78% Increase in MQLs: By refining Plivo’s keyword strategy and optimizing their paid campaigns, we saw a significant improvement in MQLs, generating a higher volume of high-quality leads.

• Higher Conversion Rates from Geo-Targeting Adjustments: The shift from country-level to city and state-level targeting allowed us to maximize the budget’s impact, leading to lower cost-per-lead (CPL) and better conversion rates. By focusing on high-performing regions, we were able to drive more efficient ad spending.

Client Feedback

Plivo was highly satisfied with the results and our approach. They acknowledged that TripleDart’s suggestions and analysis were “top-notch” and appreciated the speed and efficiency with which we executed numerous campaigns, yielding strong results within a short period.

Key Takeaways

Through strategic planning, tailored ad management, and data-driven decisions, TripleDart Digital successfully managed Plivo’s PPC campaigns during a critical transition period. With a 78% surge in MQLs, Plivo was able to maintain strong lead flow and continue their growth trajectory.

Looking to supercharge your marketing efforts like Plivo? Connect with TripleDart Digital today to see how we can help you scale your business.