Audience-Based Market Growth • Deep Data Dive to Improve the Customer Journey
67% increase in ad CTR
240% increase in leads
63% improvement in cost per acquisition
Fueling audience-based marketing growth.
Paycor, a leading Human Capital Management SaaS platform, needed to find a new growth path for both overall leads and small business users. But there was a challenge: while reaching SMB prospects on networks like LinkedIn is straightforward, search ads don't offer the same level of dependable audience data. Realizing that pricing is a key decision criteria for that market, Paycor worked with Media.Monks to develop a plan to segment and increase SMB leads for search using pricing as the central offer—overall scaling growth for the market.
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SMB leads are very important to us and the strategy that our two teams have crafted, using all data available to us, has meant that we are able to grow those leads in a cost-effective way.
Manager, Digital Marketing at Paycor
Defining unknowns with behavior-driven insights.
To serve personalized messaging to enterprise and SMB separately on search, Paycor and Media.Monks created Customer Match audiences by cross-referencing known audience data from Paycor's CRM with searchers who are already categorized and known to Google.
Segmentation was harder for unknown searchers. With the help of Media.Monks' Compass reporting tool, Paycor integrated their CRM data to analyze keyword groups based on historical CRM behavior, including where prospects were in the funnel when they converted and the size of the company. These insights allowed the teams to categorize search markets into groups and to personalize the customer journey on search ads and other channels, like paid social.
Unlocking granular specificity—and results.
For the key SMB audience, the teams were able to reduce the number of clicks it took to find cost info at all stages, and added price-specific language to ad messaging for those closer to the purchasing decision. They also applied a funnel-specific call to action from ad copy to landing pages, increasing from three to 18 messaging and landing page combinations.
This kind of specificity had not been possible before, and was the result of SEM data analysis driven by Compass, aggregated client CRM data, and unique client-side customer research insights that gave the teams what was needed to personalize the customer journey. The updated approach to messaging for both known and extrapolated audiences led to surprisingly large gains in ad engagement and enabled even more growth in new business opportunities for Paycor.