SaaS for Online Learning
Leads for e-Learning Licenses
Background
Site-Seeker worked closely with a large SaaS (Software as a Service) provider who offered online learning and education to large company operations. Most heavily focused on supply chain, procurement, and finance training, these licensed learning modules helped companies like Pfizer, SABMiller, and PepsiCo upskill their workforces and ultimately improve efficiencies and reduce long-term business costs.
Challenge
Most leads for this SaaS provider were coming from referrals from current clients. The website was not being used as a sales tool. In fact, it was doing more harm than good. It was bringing in loads of spam traffic and causing more work on the gatekeeper’s end to sift through leads and weed out the good from the bad. They needed help reworking the site, and workflows, to drive more qualified leads.
Our Work
We cleaned up automated workflows and the entire Google pay-per-click program. Using Hubspot, we created new forms, tested different segmenting questions, and arranged appropriate auto-email responses. In Google Ads, we redefined targeting, geographies, and cut the original hundreds of keywords down to only the best few dozen. On the website itself, we helped optimize all pages, including the 3,000+ course pages. Over time, we also built out strategic email marketing campaigns with a focus on driving higher quality leads.
Results
We better tracked and labeled MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads). The latter were verified by our partner’s sales team and worked through sales efforts. In one six month period, the website alone drove 948 MQLs, of which 635 were SQLs. Organic and paid traffic, the areas we were most responsible for, made up 51% of those leads. Therefore, we drove 493 MQLs and 331 SQLs over that time. More importantly, using Salesforce data, we could see that there was a whopping $838,000 of potential sales in the pipeline, $427,000 as a result of SEO and PPC work.
