Sophos
Utilising complex mathematical modelling to marry awareness to search to CRM.
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Challenge
Sophos is a business with a medium length B2B sales cycle and a huge variance in quality of leads driven by marketing. All marketing was previously focusing on driving lead volume.
How could Magic build a media ecosystem that maximised high value sales, rather than one that optimised to all leads equally?
What we did
Developed blended media + CRM reporting & optimisation, then optimised our media efforts to the tactics that most effectively drove sales and not just leads.
Built lead to sale nurturing into our campaigns: tailoring bidding, messaging, CTA and landing pages to align with a prospects stage in the sales cycle and drive them towards purchase.
Elevated our decision making with data modelling: by building and utilising advanced mathematical modelling to better inform Paid investment and understand the impact of awareness activity.
