How TripleDart Enhanced CleverTap s Pipeline by 40% at Just 20% of the Cost

CleverTap, a comprehensive engagement platform, helps brands build lasting customer relationships through personalized experiences. They faced some tough challenges in their digital marketing efforts and that’s where TripleDart Digital came in and set them up for success.

The Challenge

Before partnering with TripleDart Digital, CleverTap faced several challenges. The most important ones are:

• Effective SEM and Paid Social Management: CleverTap wanted a plan to manage their SEM and Paid Social Campaigns on both LinkedIn and Facebook. The main goal was to enhance pipeline value, increase SALs, and optimize their overall marketing spend.
• High Auction Pressure: CleverTap could not capitalize their campaigns, which led to suboptimal spend efficiency and conversion rates.
• Competitor Campaign Performance: Their existing competitor campaigns were not yielding the desired MQL count. What they needed was a more strategic approach to capture high-intent competitor brand terms.
• Lead Quality and Cost Efficiency: They needed to improve the quality of leads from generic campaigns and reduce the cost per SAL.

TripleDart’s Services

TripleDart Digital took on the comprehensive management of CleverTap's SEM and paid social campaigns, implementing a robust and strategic approach to tackle the client's key challenges.

SEM

• Improved Quality of Leads: We used various strategies to optimize our campaigns. This meant refining our ad creatives, bidding methods, and keywords. Our tailored approach for CleverTap focused on the best fit for their target location and market, which helped us achieve economic growth.
• Audience Data Utilization: Based on audience data in observation, we maximized search with RLSA and moved certain high-performing audiences into targeting.
• Dynamic Keyword Insertion (DKI): We utilized DKI in ad copy to improve the CTR for competitor campaigns.
• Regional Ad Copies: We created regional ad copy for regions with a high affinity toward native languages focusing on areas like LATAM, Germany, and France.
• Broad Match and TCPA: For regions like LATAM with lower search volumes, we used Broad Match and TCPA to tap into unexplored keyword pools.
• Dynamic Search Ads (DSA): Along with Broad Match, we used DSA to tap into more keyword pools and drive conversions.

Demand Generation

• Strategic Display Inventory Use: We used display inventory strategically to drive awareness for new products and features among custom intent and remarketing audiences.
• Engaging Video Assets: We worked on over 100+ creative assets for YouTube and display campaigns, providing innovative, attractive designs that complement CleverTap’s brand image.
• Increased Budgets: We proposed a 100% quarterly budget increase on Google Ads for the EU region to multiply lead volume, resulting in a 2X increase in traffic and a 60-70% increase in lead count in the EU.

Continuous Optimization

We continuously monitored and optimized CleverTap’s Google ad campaigns and made adjustments wherever needed. The focus was on ad creatives, and bidding strategies to maximize leads and drive sustainable growth.

Paid Social Media 

We adopted an account-based marketing approach that targeted ads specifically to a predefined target account list. This ensured our ad spend was directed toward the most relevant and high-potential accounts and improved our chances of success. Additionally, we also focused on BOFU ads designed to drive MQLs from highly relevant ICP fit target accounts to improve conversion rates and lead quality.

The Outcome

The collaboration with TripleDart Digital resulted in significant improvements for CleverTap:

• Pipeline Value Improvement: Achieved a ~20% improvement in pipeline value QoQ. Specific regional improvements include:some text
  • APAC (SEA): Increased pipeline value by 40% from ~$200,000 to ~$300,000 at 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: Increased the number of SALs by ~25% at 20% lesser cost QoQ. For example, the lead quality for EU region improved to 70% due to our efforts

• LinkedIn Performance: Achieved a 100% improvement in SAL count from LinkedIn ads, showcasing the effectiveness of targeted ABM and BOFU strategies on the platform.

Client Feedback and Future Prospects

CleverTap noticed a significant difference in its overall marketing performance after collaborating with TripleDart Digital. There was a considerable improvement in the pipeline value, lead quality, and campaign efficiency, and they look forward to continuing the partnership. 

Review 

“Trusted Partner for Paid Marketing

TripleDart is our trusted partner for paid marketing. With a wealth of experience working within the SaaS marketing space, TripleDart brings invaluable insights and best practices to get the most out of paid campaigns.

The team is dependable, takes ownership, and maintains agility to deliver. Overall, it's been a good experience working with them.”

• Rahul Mantena, Lead Performance Marketing

Final thoughts

TripleDart Digital's tailored SEM and paid social strategies have empowered CleverTap to overcome digital marketing challenges, achieve substantial growth in lead quality and quantity, and establish a stronger foothold in the competitive customer engagement platform market. 

By addressing specific challenges with targeted engagement, efficient resource allocation, and continuous optimization, TripleDart Digital has played a pivotal role in CleverTap's journey toward digital marketing success.

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