TL;DR
- Excluding low-value leads (fewer than 10 employees) from conversion optimization keeps the paid algorithm focused on prospects that actually convert.
- On LinkedIn, keeping users on-platform instead of redirecting them off-site avoids inflated CPCs caused by page-view-optimized bidding.
- Server-side tracking (GTM) is necessary to capture conversions that aren’t directly tied to Salesforce.
- End-to-end and channel-specific funnel reporting is essential to understand multi-touch user journeys and steer budget with precision.
- Solid CRM workflows and a reliable data warehouse model are what let marketing teams run trustworthy analyses instead of guessing.
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Challenge / Objective
Aircall was facing several challenges:
- Many questions around the effectiveness of their marketing campaigns.
- The need to assess, challenge, and refine their current strategy.
- The need to optimize their current and upcoming marketing actions.
The main objective was to provide an in-depth analysis and strategic recommendations to improve the performance of their marketing campaigns, while helping prioritize initiatives.
Strategy
To address these needs, Bulldozer implemented the following strategies:
- Competitor audit and benchmark: A detailed comparative analysis to position Aircall against its competitors.
- SEO and paid advertising: Development of an SEO roadmap and advertising campaigns on Google Ads, Meta — Facebook — and LinkedIn.
- Analysis of existing campaigns: Assessment of current performance and identification of improvement areas.
- Website optimization and data analysis: Review of the website and data to generate more precise and actionable insights.
- Data analysis and improvement of lead tracking processes.
Results
The collaboration gave Aircall access to:
- Fast and relevant insights to activate the right marketing levers.
- In-depth data analysis that helped showcase actions to other internal teams, while also improving existing processes.
- A roadmap to prioritize the marketing actions to implement.
- More qualified processes and greater autonomy in priority management.
In conclusion, the mission with Bulldozer helped Aircall clarify and optimize its marketing priorities, while strengthening the quality and efficiency of its internal processes.
