01.
Operations commenced with a major website overhaul. The legacy site showed its age; it didn’t reflect Harbr’s future-facing ethos, suffered from a non-optimal UX journey, and as a result, resulted in low conversions. SaaSible redeveloped the entire site, bringing both visuals and copy into alignment with the Harbr brand. Of course, we paid close attention to both CRO and SaaS SEO, in order to position the new site for maximum discoverability.
02.
The next step was to start generating new business opportunities. We were aiming for a lot more than mere impressions: Harbr’s key customer segment are C-suite executives – company directors, senior decision-makers, VPs, data officers – and so we knew that our work on LinkedIn would require both marketing science and strategic craft.
03.
Thanks to some extensive background work and collaboration with Harbr stakeholders, our LinkedIn lead gen campaign proved to be an instant and unmitigated success. During the first year (from 1.3m+ impressions and a CTR of 0.4%), we created 279 highly qualified sales opportunities, at an industry-unprecedented CPL of $216.
04.
Along the way, we continuously iterated and optimised campaign variables to ensure the sales momentum continued to accelerate. Part of this included expanding our targeting methodologies (from a generalised approach) to include an ABM strategy, and company / job profiling protocols.
05.
Similarly, we experimented with various ad creatives and copy, focusing on streamlining and simplifying the user conversion journey. We also implemented a more structured, 3-tiered lead qualification process, to support increased traffic and demand.
06.
The results truly speak for themselves. Unanimous support from stakeholders and investors has seen us expand the scope of the account. Harbr has increased marketing and growth resources, enabling us to test PPC in the Google Ads space, which is showing early and equally impressive positive signs.
