Who’s Mailing What is a direct mail intelligence/data company that has data on direct mail vendors and creatives across the USA. We’ve been working together for 5+ months now building out their marketing channels and outreach. What started with Linkedin ads has expanded into Google Search, website visitor identification, Linkedin outreach from personal accounts, and programmatic marketing. Their target market is relatively small which requires more of an ABM strategy to get in front of their targets across multiple channels simultaneously. We’ve improved cost per lead by 15% on google search,  10% on Linkedin, and helped create an automated flow from Website visitors to Linkedin outreach to drive some amazing meetings with warm prospects.

We were brought in on a consulting project at first to conduct an initial audit and see what improvements could be made. Spend was about 30k/month. It was pretty clear what we could do to improve and we were able to point out some quick wins that allowed them to produce leads at 30% lower rate within 30 days of implementation. Some of the major things we found were just poor-performing ads being run too long and needed to shut down. Getting rid of these and doubling down on the top performers were key. There was also an imbalance of ad spend between cold and retargeting that we were able to fix. The last thing they wanted help with was to improve organic engagement on their company page which we were able to help boost by 15% within 60 days as well and leave them with some great tips to keep it going.

At the time Negotiatus was spending $30,000/month on Google search ads and looking to start leveraging Linkedin ads as well. One of the first things we helped with was the google search side of things. The account was relatively new and there was a lot of spend flowing through it which lead to a lot of leaks and wasted spend. We worked closely with the client’s team to prioritize our time and look for the best ways to reduce cost per conversion while finding the best possible pockets to dig into and drive more actual meetings with the sales team. Over time we were able to drop the cost per lead by 10-15% while reducing some of the major waste that was happening.  The other thing we were asked to focus on was to create a Linkedin ads campaign that could produce a similar cost per lead as the google search campaigns. We helped the negotiatus team see that we could actually leverage the google search traffic to retarget with Linkedin ads to help carve out that channel faster and more efficiently. We were able to drop the cost per lead the Linkedin account was getting previously by around 40% by leveraging this retargeting strategy. Based on this structure and savings, the client felt comfortable scaling up their ads spending and driving more conversions through that channel. As part of this project, we also synced with Hubspot and ensured conversions could be tracked back properly within their CRM>