Workvivo is an employee experience app designed to engage and emotionally connect people to their company, its culture, and to each other, wherever they work from. It is a modern intranet, comms, engagement, and employee app all blended into a simple social experience. Therefore offering companies the compliance and oversight they need while giving employees the freedom, inclusion, and flexibility they desire, elevating the employee experience for everyone.
Amplifyd and Workvivo teamed up in January 2021 with a clear objective. Advertise via Google Search to drive as many Leads as possible at the lowest CPL possible, making sure these leads are progressing to MQLs, SQLs and eventually Opportunities & Customers placing rigid KPIs at CPMQL and CPSQL level.
Our approach
1. Keyword and Competitor research at initial stages were essential in order to build an Intent based structure that would allow us to align budgets with different parts of the funnel.
2. Campaign level structure allowed us to focus our investment on more relevant searches as well as searches that would indicate larger sized businesses.
3. We used Market Explorer data to prioritize different markets and covered the US & Canada to UK & Ireland and pretty much all big markets in between like EU, Oceania, Singapore and UAE.
4. Analyzed each part of the user journey and established the actions we wanted users to take on the website and determined the actions that would classify as leads. A Lead scoring system allowed us to focus on the right kind of Leads.
5. After initial successes and in order to expand the business further we carried out CRO and LP testing using a custom LP script via google optimize to create bespoke pages. This helped us improve the user journey, making it easier for prospects to understand the product as well as request a Demo.
6. In addition to tracking Demo conversions we also set up an offline data import using lead scoring for MQLs and SQLs using a custom scripts to educate the google algorithm and support optimization efforts.
7. In order to overcome the challenge of limited conversion volume which can hurt the algorithm’s optimizations, various strategies were tested against different Conversion Action Sets, providing different weighting of different conversion types.
300
In Q1 2021 we increased MQLs by 300% vs the previous quarter, while reducing Cost per MQL by 41%, making Paid Search immediately making it the main advertising channel for the business.
74
Increase in SQLs and stable delivery of SQLs QonQ.
150
The company has year-on-year growth over 150% in the $300 billion employee experience market.
22000000
Raised in Series B funding round in June 2022
“Before working with Amplifyd we were running our Paid Search channel in house. We were stretched thin and needed a true partner that had ‘seen what good looks like’ to come in and take the weight of managing it off our shoulders; while also hitting aggressive growth targets. John, George, and the Amplifyd team were that partner we were looking for.
Making a big impact in terms of generating pipeline, always going above and beyond in giving us ideas, advice, and execution.”
Barry Nyhan, Head of Growth at Workvivo