CASE STUDY — EMPLOYEE EXPERIENCE SAAS · GLOBAL

Workvivo.

Turning Google Search into the primary pipeline channel for an employee-experience platform — and cutting cost per MQL by 41%.

+300%

MQLs in Q1

+74%

Increase in SQLs

$22M

Series B funding

OVERVIEW

Paid Search, turned into the main pipeline channel.

Workvivo is an employee experience app designed to engage and emotionally connect people to their company, its culture and each other — a modern intranet, comms, engagement and employee app blended into a simple social experience.

Teaming up in January 2021, the objective was clear: advertise via Google Search to drive as many leads as possible at the lowest CPL, ensuring they progress to MQLs, SQLs and ultimately opportunities and customers — against rigid CPMQL and CPSQL KPIs.

Paid SearchLead scoringCRO & LP testingOffline importMulti-market

OUR APPROACH

Seven moves to the lowest CPL.

Keyword & competitor research

Built an intent-based structure from the start, aligning budgets with the different parts of the funnel.

Campaign-level structure

Focused investment on the most relevant searches — and those signalling larger-sized businesses.

Market prioritisation

Used Market Explorer data to prioritise markets — covering the US & Canada through to the UK & Ireland, plus EU, Oceania, Singapore and the UAE.

Lead scoring

Analysed the user journey to define which on-site actions qualified as leads, with a lead-scoring system that kept focus on the right kind of leads.

CRO & landing-page testing

Ran CRO and LP testing with a custom script via Google Optimize, building bespoke pages that made it easier for prospects to understand the product and request a demo.

Offline data import

Imported offline MQL and SQL lead-scoring via custom scripts to educate the algorithm and support optimisation.

Conversion-set testing

Tested strategies against different Conversion Action Sets to overcome limited conversion volume, weighting conversion types to protect the algorithm.

IN THEIR WORDS

“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 take the weight off our shoulders, while hitting aggressive growth targets. John, George and the Amplifyd team were that partner — 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 · Workvivo

WORKVIVO — EMPLOYEE EXPERIENCE

WANT TO BE THE NEXT ONE?

Grow.
Without the doubt.

Every Amplifyd partnership starts with a performance intelligence audit. A senior team digs into your spend, your system and your strategy — and tells you what they find.

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Amplifyd Ltd · London · UK

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