The Story Behind Logsign’s 340% Increase in Google Ad CTR
Next Big Thing is an agency with a simple mantra: #itsallaboutGROWTH🚀.
We sat down with NBT founder, Dr Eren Kocyigit, to discover how they sent key campaign marketing engagement rates for their client Logsign sky high.
The Challenge
Our client Logsign enables cybersecurity practitioners to work more efficiently with smart, clutter-free and next-generation software..
Logsign’s overall challenge was not having an established end-to-end growth strategy to achieve sustainable global growth. The company was having difficulties in:
Managing full-funnel marketing while collaborating with different stakeholders
Breaking down customer journeys and tailoring lead management strategies according to growth funnels
Generating sufficient leads to feed its sales teams
Being able to move the marketing operations further than the top of the sales funnel.
Enlightening the current customers about the real value and the benefits of Logsign solutions.
Creating a channel marketing network (partner network) to accelerate sales in global markets.
The Results
Our headline stats speak for themselves:
250% improvement in LinkedIn campaign CTRs
340% growth in Google ad CTRs
5x growth in qualified leads, 70% of which were potential global sales partners and 30% of which were end-users.
Qualified leads generation from 37 countries, all around the world
And as for the overall results (2021 Q1 compared to 2020 Q4) Logsign? Check out the stats below:
Increased total leads by 430%
Increased total LinkedIn audience by 10%
““Being growth-focused is all the NBT team is about. They strategize carefully and end up with desirable results no matter what.
They also take great advantage of growth tools such as HubSpot, which elevates their services to build an end-to-end structure. We are now able to track and understand every metric on the buyer’s journey and act on it successfully. Their agility in taking action and deeply-rooted growth mindset combined with HubSpot certainly pay off in carrying our business to the next level.“”
The Process: Creating a Winning Plan
NBT’s methodology is totally unique, split into four distinct phases of attack.
With our end-to-end growth methodology “the Growth Marketing Loop”, we implement and manage a continuous growth structure.
We collect information, position brands and create the growth marketing strategy and plans accordingly. Moreover, we constantly monitor, measure & optimise for sustainable growth, and never lose the growth momentum with our “Test and Learn” structure.
Phase 1: Growth Marketing Check-Up
As the first phase of our methodology, we started with the “Growth Marketing Check-Up” in collaboration with the Logsign team. Our growth marketing team:
Ran an internal analysis covering the 4Ps: Product, Price, Place, and Promotion
Carried out competitor research and analysis (covering the 4Ps)
Gained current and potential customer insights such as demographics, business, purchasing preferences, pain points and goals, etc.
At this step, we gained a clear picture of Logsign’s brand positioning, its unique selling proposition and market challenges in the target markets.
Phase 2: Growth Marketing Strategy Development
We created personas and identified their goals & challenges both for the umbrella brand and sub-brands.
We built the growth funnel architecture according to each persona and brand.
We defined targeted metrics for each funnel.
Phase 3: Funnel-Based Planning
We created growth marketing plans and generated growth tactics in four growth areas (sales funnels):
During this phase, we also designed Logsign’s HubSpot onboarding plan and implemented the platform according to our funnel-based growth plans.
Phase 4: Growth-Driven Management - An Ongoing Process of Monitoring, Measuring, and Optimising
Our methodology “the Growth Marketing Loop” enables us to provide a continuous growth structure to brands where we constantly monitor, measure and optimise our growth marketing strategy and tactics.
Identifying the marketing strategy gaps - and eliminating them
At the Growth Marketing Check-Up phase, we analysed Logsign’s business model, cost structure, distribution channels, sales process, competitors, operating markets and target markets as well as the company’s promotion operations and marketing activities.
At this stage, we identified new personas and competitors. We also noticed that Logsign wasn’t conducting separate marketing operations, specific to its personas, funnels and umbrella/sub-brands.
Moreover, because there were many stakeholders involved in the brand’s marketing operations, there wasn’t a full-funnel structure. This caused Logsign to only track the top of the sales funnel and not to focus on managing lead engagement, conversion, nurturing and retention operations.
To tackle the Logsign challenge, we had to put together a crack team of growth experts. 7 NextBigThinkers worked (and still working*) hands-on for Logsign’s global growth:
1 Growth Marketing Consultant
1 Growth Marketing Specialist
1 Performance Marketing Manager
1 Senior Performance Marketing Specialist
1 Content Marketing Manager
1 Content Marketing Specialist
1 Designer
We empower our growth services with our all-in-one growth marketing suite – the Marketing Machine Platform and HubSpot.
Marketing Machine allows us to build growth funnels, create & execute growth plans and monitor key growth metrics with comprehensive real-time and periodic reports.
We use Hubspot for the platform’s end-to-end funnel management capabilities, as it concentrates all sales and marketing efforts into a single platform and provides a seamless experience. With the HubSpot implementation we:
Mapped Logsign’s growth marketing tactics, which include paid, organic, referral or social tactics with each stage of the customer journey.
Developed the full picture for every lead in a single database.
Enabled segmentation to nurture contacts, and automatically scored leads for the sales team.
Enabled marketing automation to save time and scale our efforts with custom workflow scenarios.
Created powerful custom reporting dashboards for each growth funnel’s targeted metrics.
This meant that we could generate leads, take personalised actions according to their preferences and behaviour, track them throughout their buyer journey and optimise our campaigns accordingly.
NBT’s Secret Ingredient: The “Test and Learn” Structure
Designed by NBT, Test and Learn is a mechanism with which we achieve successful results with B2B brands providing niche services. This structure allows us to quickly test and optimise marketing campaigns (whether it is a paid media campaign or not), especially when the brands enter new markets that have new audiences.
Test and Learn enables us to reach the right location and the right persona with the right budget in each campaign. More importantly, it eliminates the overwhelming process of monitoring more than one metric and, instead, allows us to determine a key metric and gain the right insights.
We always know our methodology is the best approach to successfully reach the right market, the right companies and the right persona. We collect information, analyse the current situation, position brands and create the growth marketing strategy accordingly- and this never fails!
To achieve a spot-on audience, we also constantly optimize our campaigns with Test and Learn, and build the right content strategy for the target persona.
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