97th Floor brings a lot of good ideas on how to refine what we’re doing.
When Solo.io came to 97th Floor we established that they were missing out on impressions due to budget constraints and outdated geo-targeting, so they doubled their Google spend. This move enhanced their brand visibility, a key performance indicator.
Their prime objective, however, remained boosting Marketing Qualified Leads (MQLs) where a lack of mid-funnel strategies in Solo.io’s existing campaigns hindered their conversion efficacy.
Using in-depth persona research, we developed and pitched a full-funnel LinkedIn campaign that would target personas for Solo’s two main products: Legacy API Gateway and Gloo Mesh.
The campaign included newly designed and written ads at the awareness, interest and conversion stage to meet Solo’s market where they are and move them through the funnel.
Solo.io would deem the campaign successful if we achieved a Cost Per Lead Under $200.
In just 4 months, the LinkedIn campaign generated 246 leads at a cost of $141/lead. This is a 26% increase in total leads and a 29% decrease in total cost per lead for Solo.