Overview

Brightwheel, a leading education technology company, embarked on a transformative journey to optimize its digital marketing efforts. This case study explores the strategies and tactics employed by the Demand Generation Team to achieve remarkable results, including a 400% increase in Marketing Qualified Leads (MQLs), a 310% increase in Sales Qualified Leads (SQLs), a 215% increase in closed-won sales, and a 55% reduction in cost per qualified lead.

Strategy

1. Leveraging Broad Match: Brightwheel recognized the potential of broad match keywords in reaching a wider audience. By expanding the keyword pool while keeping a close eye on performance metrics, the team aimed to increase visibility without compromising relevance. This approach allowed the company to capture valuable leads that might have otherwise been missed.

2. Smart Bidding: To maximize return and optimize ad spend, Brightwheel implemented Smart Bidding strategies, such as Target CPA (Cost Per Acquisition). These automated bidding strategies utilized machine learning algorithms to adjust bids in real-time, ensuring that ad spend was allocated to the most promising opportunities. By informing Google Ads what was consider a qualified lead, we were able to drive better qualified leads.

3. Device Analytics: Understanding user behavior across different devices was crucial to tailoring marketing campaigns. The Demand Gen Team conducted in-depth device analytics to identify trends and preferences. This data-driven approach enabled Brightwheel to optimize ad creatives, landing pages, and bidding strategies specifically for each device type, resulting in a more personalized and effective user experience. We were then able to optimize our mobile experience improving mobile performance across brand and non-brand campaigns.

4. Landing Page Testing: Continuous improvement of landing pages was essential to converting leads into customers. Through rigorous A/B testing, Brightwheel assessed various elements, including headlines, visuals, copy, and call-to-action buttons. This iterative process allowed the team to identify the highest-converting elements and refine landing pages for better performance.

Outcome

The changes we made to this client’s account yielded extremely positive results. They say a 47% decrease in cost-per-conversion YoY, along with a 65% increase in conversion value/cost (ROI), a 5% increase in CTR (Click-Through Rate) and a 64% increase in CVR (Conversion Rate). More importantly, we re-established profitability, which was the client’s #1 goal.

In conclusion, Brightwheel's digital marketing transformation, driven by broad match keywords, smart bidding, device analytics, and landing page testing, was a resounding success. The collaboration of the entire Demand Gen Team across marketing ops, sales, and marketing played a pivotal role in achieving these outstanding results. The company's commitment to data-driven decision-making and continuous optimization proved to be a winning formula for driving growth and improving marketing performance. Brightwheel's case serves as a compelling example of how a strategic approach to digital marketing can lead to exceptional outcomes.

ABOUT THE CLIENT

Brightwheel is a prominent education technology company that revolutionizes early education and childcare management. Their marketing, led by Demand Generation, focuses on streamlining operations, enhancing parent engagement, and supporting educators.