Ipswitch Case Story
Results
- We increased the number of keywords ranking by 232% in two years
- We reduced the cost per lead by over 50% YoY
- We created over $1.3m in pipeline and $600,000 in closed won deals in six months
Challenge
Ipswitch is a Software as a service (or SaaS) company based in Boston with locations and clients in Europe, Asia, the Middle East and Latin America.
Ipswitch was running paid media campaigns in multiple continents and had websites in multiple languages.
What we did was align their sales and marketing efforts to reach the aggressive sales goals that they had set, while also building brand awareness and pipeline to support future growth.
Solution
Outspent by competitors with bigger marketing budgets we had to find ways to use the marketing budget smarter.
SEO
We started by conducting a technical SEO audit on the Ipswitch website, identifying fundamental issues that were preventing Google from properly crawling, indexing and ranking their content.
Once these foundational issues were fixed, we focused on growing organic traffic to the blog, building awareness that Ipswitch was a thought leader in the space. We used an AI platform to accelerate content research, creation, and optimization of existing posts.
PPC
PPC had been a integral component of the marketing team’s lead generation strategy, but analysis indicated that when looking at closed Won deals, that PPC was not performing as well as expected.
Using analytics we worked with the finance team, we determined which paid leads moved pipeline and revenue. We identified non-performing keywords from the global campaigns to optimize spend.
Some of the digital tactics we deployed at Ipswitch were:
- Meta Tag Refresh
- Content Audit
- Competitor Audit
- 301 Link Redirects
- On-Page Optimization
- Internal linking recommendations
- PPC Ad Refresh
- Ad Keyword Refresh
- Landing Page Optimizations
- Expansion of Paid Platforms
- Retargeting
If you’re looking for help with SEO, contact Braveheart Digital Marketing today. We are a leading Digital Marketing Agency in Manchester NH that can help you to improve your website and reach new customers. Contact us today.