Agency Proves Value of Awareness Campaigns Using Customer Journey Analysis

“I kind of think of WhatConverts as my secret weapon. The customer journey and multi-touch attribution lets us see all our lead’s touchpoints, from Google Ads and organic to remarketing campaigns.”

Case Study

• Agency: Orbit Local
• Client: Home Services Provider (Shutter Installation)
• Software: WhatConverts

The Challenge:

Has direct conversion marketing gone the way of the dodo? With the customer journey continuing to grow, it just might be. Today, B2C businesses can expect 5 to 7 touches before a lead converts. For B2B, you’re looking at 8 to 15 and up, depending on the industry. The trouble for marketers is this: with so many brand interactions, how are you supposed to know which touchpoints drive leads further down your funnel and which are just a waste of budget?

Orbit Local was all too familiar with this problem. They knew their campaigns were driving quality leads, even if their ads weren’t the last touchpoint before conversion. But they didn’t have the lead visibility to prove it to their client, a home services provider specializing in shutter installation. As a result, it was always an uphill battle to justify ad spend, motivate budget increases, and expand to new services.

In order to prove the true value of their marketing, Orbit Local needed a tool that:

1. Tracked all marketing touchpoints on the path to conversion (customer journey)
2. Showed lead data on an individual, granular level
3. Made it clear how leads were moving from one touchpoint to another towards converting

The Approach:

“Before WhatConverts, we couldn’t prove that our awareness campaigns were having a real impact. That made it hard to justify their ad spend or tell if their remarketing was working for them at all.”

Orbit Local found what they needed with WhatConverts.

With this lead tracking software, Orbit could see the exact customer journey a lead followed, both before and after converting. And that meant they could prove to the client that their campaigns—even the hard-to-measure ones—were having an impact.

For example, Orbit ran several brand awareness campaigns for the client, which used programmatic remarketing ads to bring prospects back to the site after interacting with a previous ad. The problem was sometimes prospects would search organically for the client rather than interact with the remarketing ad, thus stealing marketing credit from the remarketing ad.

• Original Ad → Remarketing Ad → Organic Search → Conversion
• Original Ad (First-Click Credit) → Remarketing Ad (No Credit) → Organic Search (Last-Click Credit) → Conversion

Since WhatConverts showed the entire customer journey for each lead, Orbit Local could show clients that it was actually the remarketing ads that were driving the organic search before converting.

They could even see that the lead searched for the company contact info just seconds after interacting with the remarketing ad, making it clear the ad was the driver for the search.

With this clear presentation of the customer journey, Orbit Local could use hard data to convince their client of the value of their remarketing campaigns.

Resource: Maximize Lead Generation with Multi-Touch Attribution Software

The Result:

“Now we can see when leads viewed an ad but maybe then searched organically for our client’s business. Best of all, we can show this journey to our client in the dashboard—we weren’t able to do that before.”

Orbit Local’s use of the customer journey in WhatConverts provided their client with the reassurance they needed to continue using awareness campaigns.

With this one campaign alone, Orbit was able to increase form submissions by 20% and earn an additional 150+ qualified calls that led to high-converting showroom appointments. On top of that, they also built a solid foundation of trust with the client that would influence many aspects of their relationship for years to come.

It just goes to show that even when you know a particular piece of marketing is working well, you still need to have the hard data to prove it to your clients.

Results Highlights

• Proved their ads were driving signups using Customer Journey analysis
• Increased form submissions by 20%
• Earned 150+ highly qualified calls for showroom appointments

Want to see what kind of ROI you can achieve? Start your free 14-day trial of WhatConverts today!