GoToMeeting
International B2B acquisition, driving real-time software trials and sales
Objective
Go2Meeting’s digital acquisition revenue was flat year on year in their core overseas markets, and they had ambitions to grow internationally, quickly.
Solution
• Tug took media planning and buying out of the client’s hands in London. We implemented best practice PPC, display and social advertising, focussed on B2B audience data, to immediately improve campaign efficiencies.
• Creative across digital and OOH in major European transport hubs targeted a more engaged business segment looking to ‘have better meetings.’
• A bespoke technology stack merging agency and client customer data allowed for real-time channel attribution. The best audiences, creative assets and media models were tested and agreed. Then we implemented an agile international roll-out plan, testing markets with established or emerging SME communities, with high search intent.
• Different media mixes were rolled out depending on the product’s market maturity, which also included SEO in established markets where the client wanted to reduce dependence on paid media.
Solution
• Tug took media planning and buying out of the client’s hands in London. We implemented best practice PPC, display and social advertising, focussed on B2B audience data, to immediately improve campaign efficiencies.
• Creative across digital and OOH in major European transport hubs targeted a more engaged business segment looking to ‘have better meetings.’
• A bespoke technology stack merging agency and client customer data allowed for real-time channel attribution. The best audiences, creative assets and media models were tested and agreed. Then we implemented an agile international roll-out plan, testing markets with established or emerging SME communities, with high search intent.
• Different media mixes were rolled out depending on the product’s market maturity, which also included SEO in established markets where the client wanted to reduce dependence on paid media.
Results
Tug drove 85% of all digital acquisition
Exceeded quarterly YoY trial volumes by 65%.
During an expected seasonal decline we increased non-brand trials by 20%
Next Case Study
Chamaleon
Multi-lingual, multi-channel ticket sales for one of the best nights out in Berlin
