B2B Marketing Case Studies

Drawing inspiration from successful B2B marketing campaigns is a great way to get ideas for your next campaign because it highlights strategies that have proven to work. While every business operates differently, studying these campaigns can help you discover tactics you can adapt to achieve your goals.

At TripleDrart, we’ve teamed up with more than 100 B2B brands, which has given us enough insights into what works (and what doesn’t) in the B2B space. 

Having thoroughly analyzed the outcomes of each campaign, we’ve refined our strategies and built a playbook that helps us and now you to get things right.

Here, we share six standout B2B case studies, explore the strategies that contributed to their success, and demonstrate how you can apply these insights to achieve improved marketing results.

Let’s get started.

1. How Hiver Reduced CPMQL by 5x and Increased ROAS by 3x Using Performance Marketing Optimization

Who they are:

Hiver is an AI-powered customer experience platform that combines all communication channels, apps, and data into one intuitive interface. With Hiver, everything can be managed directly within Gmail, making it easier for organizations to connect with customers, employees, and vendors. Hiver users consistently report faster communication, improved visibility into issues, ease of use, and increased productivity.

Challenge:

Hiver faced major challenges in its digital marketing strategy. Their paid marketing efforts were falling short, with a Return on Ad Spend (ROAS) barely reaching double digits and a skyrocketing Cost per Marketing Qualified Lead (CPMQL). This inefficiency led to an unacceptably high Customer Acquisition Cost (CAC) and an extended payback period.

According to Vishal Chopra, Hiver’s Chief Growth Officer, “Our internal efforts weren’t enough. We needed a specialized partner to take our digital marketing strategy to the next level.”

Hiver’s key challenges included:

• Inefficient campaign structures causing wasted ad spend.
• Poor targeting that led to irrelevant traffic.
• A lack of creative assets to run effective campaigns.

It was clear they needed an overhaul, and that’s when they brought in TripleDart.

Our approach:

To tackle Hiver's challenges, we started by performing a comprehensive brand audit and account hygiene check. This process allowed us to analyze their existing campaigns, value propositions, and target audience, forming the basis for a clear, data-driven strategy.

Steps we took:

1. Addressing campaign structure and hygiene issues:

We identified significant gaps in account hygiene and campaign organization. To resolve this, we conducted a complete restructuring of the account, organizing campaigns based on geolocation and strategic themes. This restructuring enabled better control over bids, budgets, messaging, and targeting.

2. Search term optimization:

An extensive cleanup of search terms was executed to eliminate inefficiencies. Nearly 30-40% of the ad spend was being wasted on irrelevant traffic due to inappropriate search terms. By refining the search terms, we reduced unnecessary spending and redirected traffic toward relevant contexts, significantly improving the Quality Score.

3. Defining projections and scaling:

Recognizing the lack of a clear roadmap, we developed campaign-level projections and scaling strategies to optimize ROAS. This ensured the ad spend was directed toward channels with the highest potential for impact.

4. Asset optimization:

We addressed the insufficiency of campaign assets by working closely with Hiver to ensure all necessary creative and copy assets were available. Also, Responsive Search Ads (RSAs) were implemented, allowing us to experiment with various messaging to enhance performance.

5. Keyword performance review:

Underperforming or idle keywords were reviewed and restructured to align with high-performing keywords, ensuring each campaign delivered maximum efficiency.

Results:

• A 5x reduction in CPMQL
• A 30-40% reduction in total spend
• A 3x increase in ROAS

YouTube Video: 

Client Spotlight: Hiver

Testimonial:

2. How Pluto Card Boosted MQL Conversion by 200% Using Integrated Digital Marketing Strategy

Who they are:

Pluto is an API-driven automation and spend management platform tailored for the Middle East and North Africa (MENA) region, primarily serving enterprises in the UAE. The platform helps finance, procurement teams, and CFOs automate their entire accounts payable process. This includes corporate cards, employee reimbursements, procurement, and invoice management. Pluto’s target clients are mid-to-large enterprises with over 100 employees. Despite Pluto's rapid growth, they encountered significant challenges in their marketing efforts.

Challenge:

Pluto’s reliance on a single-channel marketing strategy severely limited their ability to scale. Their lead-to-opportunity conversion rate stagnated at just 11%, and despite the growing demand for their platform, their internal marketing lacked the expertise to implement a robust multichannel strategy.

Building an in-house team was not a viable option due to the extensive time and resources required. Pluto's team emphasized the need for a partner capable of delivering an integrated approach, ensuring consistent messaging and improved segmentation to fully leverage their growth potential.

Approach:
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We partnered with Pluto to redefine their marketing approach, focusing on creating a scalable multichannel strategy and optimizing their lead generation funnel. 

Here’s what we did:

1. Optimized data infrastructure: We started by sorting out Pluto’s data infrastructure and creating dashboards to track performance and spending across all channels. This gave us actionable insights and a clear roadmap.

2. Sharper Conversion Rate Optimization (CRO): We revamped the website’s lead generation strategy, replacing single email forms with dual calls-to-action on the home and product pages: “Create Free Account” and “Book a Demo.” These changes dramatically improved lead quality and engagement.

3. Tailored creative messaging: Paid social ads were crafted to speak directly to the target audience, ensuring the messaging resonated with their pain points and needs.

4. Attention-grabbing designs: Our design team collaborated with Pluto to develop visually appealing and impactful assets. These included landing pages, blog banners, and other collateral that highlighted Pluto Card as an effective solution, boosting engagement.

5. Strategic paid search: We focused on high-intent, generic product keywords to capture leads more effectively and drive down the cost per lead.

6. Engaging video ads: Video ads on paid social platforms showcased Pluto Card’s unique selling points, positioning it as the go-to solution. The ads complemented the updated website visuals, maintaining consistent messaging across the funnel.

Results:

• Achieved a 200% increase in lead-to-opportunity conversion rate, rising from 11% to an impressive 33% within six months.
• Significant monthly improvements in lead-to-opportunity percentages.
• Boosted authority over platform-specific API keywords.
• Increased featured snippet and “People Also Ask” (PAA) section positions.
• Enhanced flow of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).

YouTube Video: How TripleDart Transformed Pluto's Marketing Strategy | Testimonial by COO Mohammed Ridwan 📈 🚀✨

Testimonial: 

‘’One of the biggest changes we’ve seen in our marketing is our consistent experimentation every week. We hop on a call with the TripleDart team to review how our current campaigns are performing and plan for new ones. Each month, we run three to four experiments simultaneously and track everything directly with data’’.

—Mohammad Ridwan

3. How CleverTap Enhanced Pipeline by 40% at Just 20% of the Cost Using SEM and Paid Social Optimization

CleverTap is a customer retention platform that helps brands engage and retain their most valuable customers. The brand delivers personalized customer experiences by leveraging advanced data analytics and AI-powered automation. Trusted by leading companies worldwide, it’s the go-to solution for brands aiming to maximize Customer Lifetime Value (CLV).

However, despite their strong product, CleverTap faced several challenges in optimizing their digital marketing strategy.

Challenge:

CleverTap faced several hurdles but here are the key ones:

• They lacked a performance marketing leader and a dedicated paid social marketer to manage campaigns effectively.
• Their SEM and paid social campaigns on LinkedIn and Facebook weren’t optimized for pipeline growth, Sales Accepted Leads (SALs), or efficient marketing spend.
• High auction pressure and inefficient campaign structures led to poor spend efficiency and conversion rates.
• Competitor campaigns weren’t capturing high-intent leads, resulting in a suboptimal MQL count.
• Generic campaigns yielded low-quality leads, with a high cost per SAL.

In their search for a solution to these challenges, a well-wisher of TripleDart, who was also a close associate of CleverTap, recommended our services.

Approach:

Our strategy for CleverTap focused on a holistic revamp of their marketing efforts:

1. Comprehensive PPC audit and recommendations: We began with an in-depth PPC audit, followed by a detailed 100-slide presentation outlining both quick fixes and long-term strategies.

2. SEM optimization:

• Improved lead quality: We refined ad creatives, bidding methods, and keywords, tailoring campaigns to fit CleverTap’s target regions and markets.
• Audience Data Utilization: Leveraging RLSA, we maximized search performance and shifted high-performing audiences into targeted campaigns.
• Dynamic Keyword Insertion (DKI): This improved CTR for competitor campaigns.
• Localized Ad copies: Regional ad copies were crafted for markets like LATAM, Germany, and France to enhance engagement.
• Broad match and TCPA: In low-volume regions like LATAM, we used Broad Match and TCPA to uncover untapped keyword pools.
• Dynamic Search Ads (DSA): Alongside Broad Match, DSA helped capture more keyword opportunities and drive conversions.

3. Demand generation:

• Strategic display inventory use: We used display ads to build awareness for new products and features among custom intent and remarketing audiences.
• Engaging video assets: Over 100+ creative assets were developed for YouTube and display campaigns, aligning with CleverTap’s brand image.
• Increased budgets: We proposed doubling the quarterly Google Ads budget for the EU region, which resulted in a 2X traffic increase and a 60-70% rise in lead count.

4. Continuous optimization: We consistently monitored and optimized CleverTap’s Google Ads campaigns, refining ad creatives and bidding strategies to drive sustainable growth.

5. Paid social media:

• Account-Based Marketing (ABM): Targeted ads were directed at a predefined account list to maximize relevance and potential.
• BOFU Ads: Focused on driving MQLs from high-intent accounts, improving both conversion rates and lead quality.

Results:

The collaboration with TripleDart Digital yielded impressive results for CleverTap:

Pipeline value improvement: Achieved a ~20% improvement in pipeline value QoQ, with specific regional gains:

• APAC (SEA): Pipeline value grew by 40%, from ~$200,000 to ~$300,000, at a 20% lower cost.
• NAM: Tripled pipeline value from ~$30,000 to ~$110,000 with the same spend.
• LATAM: Doubled pipeline value from ~$140,000 to ~$240,000 with the same spend.

• Increased SAL count: The number of SALs grew by ~25% at 20% lower cost QoQ, with lead quality in the EU region improving by 70%.

• LinkedIn performance: SAL count from LinkedIn ads doubled, demonstrating the effectiveness of targeted ABM and BOFU strategies.

YouTube video: Client Spotlight: CleverTap

Testimonial:

4. How Growth Nirvana Boosted Revenue By 5x Through

Growth Nirvana is a no-code marketing analytics platform that consolidates data from multiple sources, like Google, HubSpot, Facebook, and Salesforce, into one place, providing businesses with actionable insights to drive growth. However, despite their strengths in data analytics, Growth Nirvana faced challenges with visibility and effective paid marketing strategies.

Challenge:

Growth Nirvana had limited market visibility and struggled to optimize their growth channels. They had strong technical capabilities but lacked the expertise in paid marketing to scale effectively. Their previous campaigns weren’t generating the right results, and they needed an agency that could conduct a thorough technical analysis of SEM to determine if it was a suitable channel for them.

After consulting several founders in their network, Growth Nirvana was recommended to partner with TripleDart to leverage our expertise and build a predictable, scalable pipeline.

Our approach:

1. Brand audit & data infrastructure:

We conducted a thorough audit of Growth Nirvana’s brand presence and created dashboards to track performance across multiple channels. This helped us create a clear roadmap for optimization.

2. Campaign optimization:

• We focused primarily on Google Ads, targeting high-intent keywords that would drive valuable leads.
• We crafted personalized landing pages to optimize the user experience and increase conversions.
• Targeting US and Canadian markets allowed us to position Growth Nirvana as a leader in its field, gaining attention from the right audience.

3. SEO & content strategy:

While paid campaigns were a key part of the strategy, we also extended support for SEO efforts, ensuring that Growth Nirvana was visible in organic search results.

4. Optimized campaign timing:

Ads were optimized to display only during peak performance windows, ensuring that the budget was used efficiently.

Results:

After partnering with us, Growth Nirvana achieved remarkable outcomes:

• Their pipeline grew significantly, with total value reaching approximately $500K.
• ROAS improved by 600%, resulting in a 5x revenue increase within just one quarter.
• The team generated $108K in active revenue during this period.

YouTube Video:Client Spotlight: Growth Nirvana 

Testimonial:

5. How Fincent Increased Revenue by 140% With a Staggering ROAS of 168% Through Paid Marketing

Fincent is an accounting software provider that offers bookkeeping, accounting, and tax filing services for small and medium-sized businesses in the US. While they had been successful at acquiring clients through online communities and cold emails, they faced significant challenges while trying to scale their outreach efforts. 

Challenge:

Fincent realized that while their existing strategies brought in clients, they were missing out on a more significant opportunity by not fully optimizing the high-intent Google search funnel. They lacked the in-house expertise to manage the campaign setup and performance optimization needed to scale their digital marketing efforts.

Recognizing the gap in their strategy, Fincent reached out to TripleDart to handle everything from campaign setup to optimization, enabling them to focus on their core business.

Approach:

We launched a comprehensive digital marketing strategy that focused on optimizing Google Ads and Facebook campaigns to target Fincent’s Ideal Customer Profile (ICP). By carefully selecting the right audience segments and developing a data-driven approach, we were able to significantly improve their performance.

Here’s what we did:

Market research & campaign setup:

• We conducted thorough market research to understand the most effective channels and audience segments for Fincent.
• Google Ads and Facebook were selected as the primary platforms, with campaigns designed to target high-intent keywords.

Target audience segmentation:

• We focused on three key audience categories, ensuring that messaging and offers were tailored to resonate with their unique needs.

Optimized Ad strategies:

• The ads were specifically designed to speak directly to Fincent’s audience, addressing pain points related to accounting, bookkeeping, and tax filing.
• Campaigns were optimized continuously to ensure the best-performing ads remained front and center, driving the highest conversions.

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Results:

• 140% increase in revenue in less than a quarter
• 168% ROAS within three quarters
• 4x increase in pipeline generation and positive revenue
• 2x decrease in CPC within two quarters

This collaboration shows how a data-driven approach can significantly accelerate growth.

YouTube Video: https://www.youtube.com/watch?v=kyy-U790Wfc

Testimonial:

6. How Multiplier Scaled Conversion Volume By 50% Using Paid Media And SEO Strategies

Multiplier is a global employment solution that helps companies manage talent, payroll, compliance, and employee benefits without the need to establish their legal entity. Although they had strong expertise in managing global employment, they lacked a dedicated marketing team to effectively drive their growth.

Challenge:

Multiplier’s primary challenge was scaling their conversion volume and increasing traffic. While their service was in high demand, they were struggling to gain visibility and attract qualified leads. Their marketing efforts lacked focus, and they needed help creating a comprehensive, multichannel strategy that would optimize both paid and organic efforts.

Approach:

We partnered with Multiplier to develop an integrated marketing strategy that leveraged both SEO and paid media to increase visibility and drive high-quality leads. By combining on-page optimization with a strategic paid media approach, we were able to scale their efforts across multiple channels effectively.

Here’s what we did:

1. SEO and content Strategy:

• We focused on long-tail keywords and content optimization to improve Multiplier’s search engine rankings.
• On-page SEO was strengthened, ensuring the website was optimized for search engines and user experience.
• A content strategy was developed to increase organic traffic, with tailored blog posts, case studies, and other resources that resonated with their target audience.

2. Paid media strategy:

• We implemented structured Google Ads campaigns targeting relevant keywords and customer segments.
• Paid social media campaigns were designed to target prospects with high purchase intent in the APAC and US markets, bringing them to dedicated landing pages optimized for conversions.
• A multichannel approach helped engage prospects through various touchpoints, from search ads to social media and display networks.

3. Landing Page and Conversion Optimization:

• Landing pages were designed to drive demo conversions and gather leads.
• We worked on optimizing forms, CTAs, and overall user experience to ensure a smooth and compelling journey for every visitor.

4. Review Generation & Media Buying:

• To build brand authority, we ran review generation campaigns on platforms like G2 and Capterra.
• We also executed media buying campaigns on relevant technology platforms to ensure Multiplier’s services were positioned front and center for decision-makers.

Results:

• 200% increase in organic traffic
• 50% increase in conversion volume within three months
• Enhanced brand positioning and lead acquisition through multichannel strategies
• Significant improvements in demo conversions and MQL quality

YouTube Video: Client spotlight: Multiplier

Testimonial:

Why TripleDart is Your Go-To Partner for B2B Marketing Success

We don’t just run campaigns, we deliver proven results. As shown in the case studies above, we reduced Hiver’s CPMQL by 5x, increased Fincent revenue by 140%, and increased Multiplier’s conversion volume by 50% and more. It’s clear that our strategies are designed for success.

With expertise in performance marketing, SEO, and multichannel campaigns, we craft solutions tailored to your unique challenges. Ready to take your B2B marketing to the next level? Partner with us today.