Some of my work

Case 1: €169.000 extra monetary value* in one month

* minimum pre-defined monetary value of a contact lead & a transaction

One of the clients I was working on, wanted to test what the potential was in the market. Our client felt there was more potential, but want to test this before investing heavily in a new direction / strategy.

Goal

Unlock & test potential of the market. Show us there’s still potential.

How

We started a paid campaign with a clear message, during a limited time span.
Timing was crucial. Copy & text for banners was spot on.

Means & people

  • Temporarily unlimited budget (with a max. CPA in mind)
  • Display banners
  • A marketing manager that takes decisions
  • The call center on the client-side was informed & anticipating a timely increase of possible load
  • Weekly updates of the data captured with the CRM to get a clear view on sales made so far during this period

Result

  • 75% increase in traffic year on year
  • 69% increase in goal completions year on year (contact + transactions)
  • 42% increase in monetary value year on year
    (minimum pre-defined monetary value of a contact lead & a transaction)
  • Confirmation that the marketing budget should be increased in order to reach potential

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Next steps

  • Merge gained insights from internal & external data
  • Define the marketing & communication strategy 2014 – 2015 across types of clients
  • Build a complementary marketing / IT team
  • Revamp the website
  • Test more online channels

 

Case 2: Nearly doubling average revenue in only a few months

Working for a company selling in a B2B market with low margins, is challenging.
With limited budgets, you need to focus on things that surely will work. Averaging months between €35.000 & €50.000 and no access to the website whatsoever, Google Adwords optimization was the best & easiest way to achieve an increase in revenue.

How

In the first three months, the focus was to structure the campaign in a better way,
to maximize the potential of the budget & explore the market. After three months, the first signs of improvement already showed, where the next month mainly drove more revenue by shifting budgets internally between the campaigns to maximize the revenue.

Means & people

  • €4.400 advertising budget per month
  • Search ads only
  • in full control of the campaign
  • Monthly updates on progress

Result

  • Increasing revenue up to €65.000 a month
  • Clear insights & visuals on the potential of SEO
  • Confirmation that the marketing budget should be increased in order to reach potential

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Next steps

  • Meeting with the webmaster to become one direction focused team: help the client
  • Start SEO improvements on a scale for the whole website
  • Start analysis of the conversion flows & how to improve them step by step

Case 3: 65% increase in leads within a quarter

Working for a company selling used trucks & parts in the B2B market, the website grew ever year, bit by bit. More visitors, more leads, slowly rising. The advertising budget was frozen over the years, at a comfortable level. Sure there was more potential in the market. It was time to explore that potential & grab the leads.

How

First of all, a bigger advertising budget was asked to create a space for growth & testing new markets.
With only a small amount of extra advertising budget, quickly emerged a new market that showed potential & asked for more focus. Eventually, the leads increased with +65% in only three months with even an increase of 63% year on year in the last quarter.

Means & people

  • €2.700 advertising budget per month (low budget due to 7 years of optimize the same campaign)
  • Search ads only
  • in full control of the campaign
  • Monthly updates on progress & very clear communication on next steps (client was involved all the time)

Result

  • Increasing leads up to 65% in three months
  • An increase in visits, from 19.7k up to 32.5k a month
  • Confirmation that the marketing budget should be increased in order to reach potential

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Next steps

  • Focus on the new website
  • Take the first steps in fine-tuning conversion flows
  • Take the first steps into e-mail marketing & personalization