Brandwatch: Value-based bidding within B2B
Brandwatch, a B2B SaaS company, faced the challenge of identifying valuable online leads that would meet the qualification criteria for the business. Precis helped Brandwatch teach Google’s algorithm what conversions were of most value to the business.
22%
Increase in ROAS
22%
Increase in ROAS
53%
Decrease in Cost per SQL
53%
Decrease in Cost per SQL
18%
Decrease in Cost per Meeting Booked
18%
Decrease in Cost per Meeting Booked
Brandwatch, a B2B SaaS company, faced the common challenge within B2B marketing teams of identifying valuable online leads that would meet the qualification criteria for the business.
Therefore, to ensure their marketing budget wasn’t wasted on exposing their ads to low-value leads, Precis helped Brandwatch teach Google’s algorithm what conversions were of most value to the business. Precis did this by building a dynamic sales funnel valuation that accounted for lead type, company size, and lead stage – ultimately resulting in a 53% decrease in cost per SQL.
Salesforce integration
Precis used historical records to create a value-based funnel that could accurately feed conversion values to Google within a narrow Google-limited 90 Day window. With a Salesforce connection tied directly to Google, we could make sure that later stage events were included in Brandwatch’s bidding targets, not just top of funnel lead creation.
Value-based bidding
We created multiple lead funnels to teach Google’s algorithm what leads to go for and valued the leads on a number of factors. For instance, scoring meeting bookings with an enterprise company 32% higher or scoring demo bookings 3x higher than free-trials. This taught Google to focus the marketing budget on exposure towards an audience that were more likely to actually be interested in the service.
Flexible collaboration
Precis and Brandwatch have a long and established relationship, working together as one team to drive initiatives that will ultimately drive growth for the business.
Precis have brought in new perspectives and innovation in our paid media strategy. From ideation to planning and execution they are a reliable partner and an essential part of our growth journey
Kiril Kirov
Senior Digital Growth Manager
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