It’s the type of mega-growth story anybody beginning a software-as-a-service (SaaS) firm goals about.
You and a few pals have an thought for a product that matches a transparent hole out there. You pitch at an area startup occasion, which lands you in a development accelerator, which additionally results in your first seed funding. You spend that cash hiring and constructing out the software program. Earlier than lengthy, you’re closing your Sequence A, then your Sequence B. You’ve turned that unique thought right into a fast-growing SaaS platform serving a whole bunch of shoppers.
The co-founders of Vancouver-based Procurify—Aman Mann, Eugene Dong, and Kenneth Loi—made that dream a actuality. As of 2019, the spend administration firm has raised over $30 million in funding, counts Mark Cuban and Ryan Holmes amongst its traders, and is among the most fun tech startups within the metropolis.
However as with every SaaS funding, the inflow of capital got here with a catch. Procurify’s advertising group was beneath extra strain than ever to maintain their development going—even speed up it. In the event that they had been going to hit their daring new income targets, they wanted a method to kick buyer acquisition into overdrive.
That’s the place Mark Huvenaars and Jendi Logan are available in. We had an opportunity to speak to Mark, the Demand Era Supervisor at Procurify, throughout Unbounce’s 2019 Call to Action Conference. We additionally spoke with Jendi, Procurify’s Advertising and marketing Net Designer, over the telephone.
Mark and Jendi advised us how the advertising squad overhauled their technique to change into extra purposeful in the way in which they pursued new prospects. They did a bang-up job, too. Over a number of months, Procurify’s group:
- Developed an modern outbound advertising technique that will assist them join instantly with prospects in an interesting method.
- Shortly constructed 50 super-personalized touchdown pages in a pilot account-based advertising (ABM) marketing campaign that noticed a 38% general demo fee.
- Began pairing touchdown pages with video advertisements, which have a cost-per-conversion that’s simply 1/4 what they had been paying with search advertisements.
We had been completely blown away by Procurify’s execution of account-based advertising campaigns utilizing Unbounce—and by simply how simple it’d be for different SaaS manufacturers to strive, too.
Listed below are among the highlights from our chat with Mark (however learn on for the deep-dive into Procurify’s story):
The Problem: Enhance Consciousness & Schedule Extra Focused Demos
At Procurify, we’re in full-on development mode. We’ve expanded our groups. We’re taking a look at new methods, new instruments, new methods to maximise our development. Our targets have actually been elevated.
That’s the dynamic setting Mark steps into when he joined Procurify early in 2019. The corporate had surpassed 100 workers and was near securing its Sequence B funding. It was that thrilling, precarious stage for a startup making an attempt to scale, and there was massive strain on the income unit to search out one other gear.
Procurify’s software program helps corporations streamline buy requests and approvals. It’s an excellent resolution for small and medium companies, Procurify’s goal market. The difficulty was that numerous the individuals who may benefit from the software program didn’t realize it existed. In reality, most didn’t even acknowledge that they had an issue that wanted fixing.
On the time, we had been actually centered on inbound. Somebody would conduct a Google seek for buying software program, they’d go right into a touchdown web page, they usually’d guide a demo.
That works when there’s lots of search quantity, however to scale up, we additionally wanted to achieve individuals who aren’t actively on the lookout for buying software program but.
The most important impediment Procurify confronted was consciousness. The advertising group wanted to develop an outbound advertising technique that will get their product in entrance of the individuals who wanted it most. They knew if they may demo the product, individuals usually began trials of the software program at a excessive fee.
So, the Procurify crew determined to strive one thing new: account-based advertising (ABM). An more and more well-liked method for promoting SaaS merchandise, an ABM marketing campaign focuses simply on corporations matching your supreme buyer profile. In apply, Procurify would attain out on to prospects that had been an ideal match for the answer based mostly on indicators like enterprise dimension and business.
We created an outbound group whose focus is constructing customized campaigns and experiences that pull individuals via the funnel—serving to them acknowledge their spend administration downside and letting them find out about Procurify as an answer.
Procurify had numerous concepts for ABM campaigns that would get the eye of decision-makers at goal corporations. After, they’d level these prospects to custom-made touchdown pages that described the advantages of the platform and inspired them to schedule a demo. However this newly-formed outbound group didn’t have the technical abilities to construct pages on their very own—and with only one designer, it was going to be a problem to tug off.
The Answer: Account-Primarily based Advertising and marketing (ABM) with Personalised Touchdown Pages
That’s when Procurify discovered Unbounce.
Jendi defined how the touchdown web page platform has been key to enabling the corporate’s extra nimble advertising technique:
It’s my job to ensure we’re constant in the way in which that we visualize Procurify’s model story. However as the one designer on a rising group, I additionally don’t need to be a roadblock to execution.
With Unbounce, I can create branded templates so the group can truly do issues themselves. They will modify it to match their marketing campaign and have the boldness to go conquer the world themselves.
For Mark, the worth of Procurify’s new library of touchdown web page templates can’t be overstated.
It’s nice once we’re operating a marketing campaign and we’d like one thing up tomorrow, or in the present day, and even in an hour.
I do know that I can hop into Unbounce, I can use considered one of Jendi’s templates, and it’ll be an expertise for a prospect that’s much better than what I’d have the ability to construct with some other instrument.
Procurify’s advertising group can now get on-brand, campaign-specific touchdown pages up and operating very quickly. That’s given them the independence they should execute on outbound advertising initiatives like ABM.
Right here’s an instance of a pilot ABM marketing campaign the Procurify group arrange that mixed junk mail and Unbounce landing pages to attach with goal accounts. First, the group recognized 50 corporations that match Procurify’s supreme buyer profile. Then they despatched {custom} swag bins outfitted with a video display.
When individuals obtained these video bins, they flipped it open, it will auto-play a video that’d say, “Hey, you at firm.” It was extremely customized. And on the finish of the video, it directed them to a devoted Unbounce touchdown web page.
Every web page was tailor-made to deal with the prospect instantly, together with their title and firm emblem. On the backside, it inspired them to attach with a particular member of the Procurify gross sales group.
The upshot? Procurify constructed all 50 of the ABM touchdown pages in simply in the future 🤯:
Past ABM touchdown pages like this, Mark, Jendi, and the group have been exploring different methods to get in entrance of prospects and inform the Procurify story, like with video advertisements on YouTube.
Video advertisements assist us inform the Procurify story earlier than individuals even know that they want a procurement resolution. We are able to ship them via to an academic touchdown web page [from the CTA] and seed that intent.
Moreover, these advertisements actually assist us construct our remarketing lists. So, not solely will we seize somebody’s consideration from the onset—after they click on via to considered one of our custom-made Unbounce touchdown pages, we will serve them up remarketing advertisements that talk to the video marketing campaign itself.
The Outcomes: 38% ABM Demo Price & Approach Decrease CPC on Paid Site visitors
Between the video bins and different direct outreach and e mail follow-ups, Procurify’s pilot ABM marketing campaign had an general demo fee of 38%. And because the advertising group can now construct customized touchdown pages in a jiffy, they’ll check and optimize their concepts a complete lot sooner.
Right here’s Mark’s massive takeaway from that first ABM expertise:
Along with connecting with greater than a 3rd of goal corporations, we proceed to see the viral impacts of individuals sharing these video bins on social media. It was an thrilling, distinctive method to type of minimize via the B2B litter.
Right here’s one of many responses Procurify bought on Twitter. Clearly, they’ve made an impression.
Essentially the most insane chilly attain in ever….! @Procurify pic.twitter.com/tN1x6tiI7R
— Justin Choi (@JustinCie) August 27, 2019
Procurify’s elevated deal with video promoting (paired with touchdown pages) has additionally been paying dividends. Not solely is it a extra compelling method to inform the model story than with search advertisements, nevertheless it’s additionally considerably lowered Procurify’s cost-per-conversion (CPC) on paid visitors.
The clicks are comparatively cheap, so we get lots of visitors to our touchdown pages. Whereas the conversion fee is just round 0.02%, it’s important when you think about the quantity.
Mark estimates that the CPC for a YouTube advert marketing campaign is roughly 1/4 of what it’d be with search promoting. That’s a significant distinction.
Get Your SaaS Startup Seen with Touchdown Pages
As entrepreneurs at a fast-growing SaaS startup, Mark, Jendi, and the others confronted extra strain to herald prospects than ever earlier than. So, they bought artistic. They revamped their acquisition technique and began speaking extra on to their goal prospects. Primarily based on the early ABM outcomes, it appears to be like like a slam dunk.
Mark credit not less than a few of their success to including Unbounce to Procurify’s toolkit:
If I had been to advocate Unbounce to a different SaaS firm, I’d say it may well develop together with your development. It’s extremely scalable. It saves time, and it integrates with the advertising tech stack that you simply possible presently use.
What have we discovered? In advertising, independence is vital. It will’ve been actually robust for Mark and the Procurify group to tug this off if touchdown web page improvement and design had been a bottleneck. However armed with a bevy of on-brand templates (thanks, Jendi!), the advertising group is free to launch campaigns as quick as they’ll dream ’em up.
Wanna give ABM a whirl at your SaaS firm? First, work out the way you’re going to get your product in entrance of decision-makers at your goal accounts. Then drag-and-drop collectively a brilliant customized touchdown web page that’s positive to get you observed.
