TL;DR
- Stop tracking conversions from leads with fewer than 10 employees, in order to optimize the algorithm only on valuable leads.
- Define target / maximum CAC by conversion and by campaign.
- Maximize conversions across all campaigns to increase volume, then apply a target CPL 10% lower than current costs per campaign.
- For campaigns with sufficient volume — trial / demo — over the last 20 days, with a minimum of 15, move to created opportunity, then qualified opportunity, then won opportunity.
- For campaigns with sufficient qualification volume, move to conversion value maximization with a ROAS objective to optimize value.
- These low CPCs may be explained by the fact that the algorithm is being asked to optimize for page views, rather than conversions, which would significantly increase CPCs.
- We observe full optimization on install conversions at campaign level, resulting in very high real costs for demo / trial requests
- Set up GTM server-side to feed GA4 and track conversions not directly linked to Salesforce.
- Build end-to-end funnel reporting.
- Develop channel-specific reporting to ensure better control.
- Improve understanding of user journeys: sources, multi-touch, etc
- Configure workflows / automations, or build a solid model in the DWH to enable marketing teams to create reliable analyses.
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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.
