Using data driven marketing to win new clients in less than 8 weeks

project-logo

Medallia LivingLens

https://livinglens.tv/

Who they are

Medallia LivingLens is a world leading video intelligence platform. The SaaS platform enables the world’s best brands, market research agencies and technology providers to work with video feedback at scale, by analysing the data contained within speech, sentiment, emotion, and objects.

147%

INCREASE IN WEBSITE CONVERSION

44

LEADS GENERATED IN 4 WEEKS

48%

INCREASE IN USER TO LEAD CONVERSION

The project

Medallia LivingLens appointed Active Profile to deliver an intense period of support to scale their global marketing and sales engine. Starting with a series of discovery and team workshops Active Profile then went on to design a series of agile sprints to deliver the agreed outputs and growth experiments to reach the growth objectives set. The teams had frequent communication via Slack and Zoom and we managed and tracked all lead generation campaigns via HubSpot and Salesforce. Working across two time-zones Active Profile worked closely with the Director of Marketing to stay on track and deliver the outputs and optimize the results. A structured monthly results reporting model was also put in place.

Objectives

  • - Medallia LivingLens needed to create a set of clear go to market message and a strong product proposition
  • - The team needed support to evolve the brand and create content for a new website launch
  • - The business needed to create scalable data marketing and sales engine that works across the funnel

ACTIVE PROFILE QUICKLY GOT TO GRIPS WITH WHO WE WERE, THEY ARE EXTREMELY DIRECT AND TOLD US WHAT NEEDED TO HAPPEN. THERE WAS NO FUSS. WHEN YOU ARE SCALING A TECH BUSINESS FAST YOU NEED TO MOVE FAST AND THEY HAVE NO BULLSH*T APPROACH TO GETTING ON WITH THINGS. THE QUALITY OF THE WORK THEY PRODUCED FOR US WAS IMPRESSIVE AND ULTIMATELY, THEY HELPED US TO SCALE OUR MARKETING AND FOCUS ON CONTENT DRIVEN MULTI CHANNEL CAMPAIGNS QUICKLY. THE RESULTS WE SAW IN JUST AN 8-WEEK PERIOD WERE BRILLIANT.

Carl Wong, CEO, LivingLens

The solution

We developed a distinctive brand position, with aligned brand and product messaging. We completed a brand refresh and supported the development of a new website. We worked closely with the Medallia LivingLens team to set up templates and processes, that will enable them to build a scalable marketing and sales engine longer term.

We produced high-value content including, e-books, blogs, case studies and built out content campaigns on HubSpot. We ran multiple paid campaigns to test the go-to marketing messaging, drive lead generation and to build remarketing audiences. We took a multi-channel mix approach and tested different keyword strategies, content campaigns and creative assets across different stages of the funnel.

The result

Our campaign activity generated 44 leads in 4 weeks and through constant testing and optimisation we increased the user to lead conversion rate by 48% during this time period. We increased website traffic by 147% compared to last year.

We built datasets that are now enabling Medallia LivingLens to take a more data-driven and iterative approach to marketing. We received an abundance of positive feedback from the Medallia LivingLens board, customers and stakeholders about the new brand, website and content campaigns.