Question-1 : Create an audit plan to understand strengths, weaknesses &

opportunities in our current ads presence, across platforms

Positive:

● Got a call from SDR’s in the next 10 minutes of my signup on the platform.

● Ads are getting triggered for most of the BOFU keywords.

● Hevodata blogs are ranking for the top listicle keywords. (like Best ETL softwares)

Improvements Needed:

● Didn’t get any welcome or nurture emails after signing up the product, this should be
fixed on priority.
○ Welcome email, and drip emails to nurture leads based on user activity in the
product.

● Hevo data should be trademarked for the USA region. Competitors are bidding for the
brand search terms in Google search ads.

○ Most of the time Hevo data ranks 3rd or 4th position for the branded search
terms. We should rank in the 1st position (Maintain - abs.top.impr.share
should be more than 70%).

● Most of the google search ads from Hevo data don’t have their “brand term” in their
ad copies. Ad structure is different across keywords. There is no consistency in
structure across keywords. Added examples in this link.

○ Headline should be in this format: Targeted Keyword-Brand Name.

(headlines should be pinned in the appropriate positions)

○ Callout text: USP’s should be added in the search ads text

● Maintain the same CTA across landing pages. “Sign Up” in some pages & “Get
Started” in some other pages.
 ● Facebook: No ads running on facebook, restart retargeting (website visitors) ads on
Meta platform.

● Linkedin:
○ Wrong CTA used for some of the leadgen ads. Link
○ Case studies: Use industry specific case studies for different targeted
audiences in leadgen ads.

Opportunities:

● Reddit & Stack overflow:

○ Create a bunch of profiles and develop credibility. Then pitch our product
across the relevant question with a solution for their questions. Have seen a
good number of customers from these channels.
○ Stack overflow link, reddit community link

● Media buying:
○ Most of the 3rd party sites listed in the first 10 search results of the BOFU &
MOFU queries in the google search, should have Hevodata mentioned in it.
Or display native ads should be placed in the specific site or page.

■ Example, the blog (link) ranking in 4th position for “ETL software” in
google search does not have Hevodata mentioned in it.

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Question-2 - A plan to conceptually show how Hevo can 5x its SQLs at the end of
2023.

● Will increase the on page conversion rate (CVR) to 4% from 2% with the given
below experiment
○ Average conversion rate is around 4% for B2B products I have worked with.

● Will increase the lead to SQL ratio to 35% from 20% by the below mentioned
activities and experiments.

Optimize Conversion rate (CVR): (increase CVR using CRO principles for B2B)

○ Customised landing page for ads with no clickable links other than link to “Get
Quote & Home page”, no elements should be clickable.
○ Experiment with different CTA & Headlines (As, I have seen these 2 things
have greater impact in CVR)
○ Collect all the lead info in the landing page itself. (Name, Work email,
password)

Optimize Lead to SQL ratio:

● Welcome sales email to engage with the prospect and guide docs to start with.
 ● Create a drip mailer campaign based on the user activity on the product.
■ With a frequency of 5, 24, 48 & 72 hrs., with Demo as goal

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Question-3 - A plan to grow the platforms

Google Ads - Ideal Campaign setup:

Targeting Keywords group - link

● Targeting Location -
○ settings - Presence: People in or regularly in your targeted locations

● Bid Strategy type:

○ BOFU campaign - Manual CPC or Maximize clicks
○ Competitor alternative - Manual CPC
○ MOFL campaign - Maximize conversions
○ Competitor campaign - Maximize conversions
○ Display & Discovery campaign - Maximize conversion (Change it to TCPA after
campaign gains enough conversions to change it)

● Audience:
○ Display remarketing campaign - High intent Users (Targeting - Web visitors last 90
days)
○ Search Campaign - Audience in observation mode (in-market audience)

● Conversion settings goal - Lead

● Keywords Match type - Exact & Phrase

● Ad scheduling - 6 AM to 10 PM (All days), Weekend (-25%: bid adjustment)

● Device:
○ Mobile: -100%, Tablet: -30%

● Network:
○ Search partners - Disabled

● For Display campaigns - Exclude adult content & mobile apps from placements exclusion
& ad impressions limited to 3 per user per day.
BING Ads:

We happened to see great returns from Bing ads. We were getting at the cost of less than
half of what we get from Google Ads in the USA.

More than 50% of Decision makers are using Bing as their search engine. Microsoft Report link

● Search partners should be disabled. Display ads yield more returns in Bing than in Google.

● Should also target DuckDuckGo search engine. (Junk sites to be removed at the account
level to achieve max results)

● BOFU keywords should be added to the drop list to avoid close variants.

LinkedIn Platform:

● Linkedin is one of the best platforms to churn ABM leads

● But it is kinda expensive for Leadgen activities. CPL may range from $500 to $1.5k.

● After various experiments with the platform. Direct targeting on job titles increases CPL
by 50%.
○ Instead we should try, Targeting member interest in ETL groups with members
subscribed to database related groups.
○ Form open to submission rate should be greater than 15%. Or else we should try
different messaging in the form and the asset.

● Retargeting the users who opened the form but have not submitted leads. Is mandatory
for achieving better performance.
 ● ICP for Hevo Data solution

META Platform FB & Instagram:

● Facebook & Instagram is the best platform for brand awareness & webinar lead gen
campaigns.

● Also, one of the best platforms to acquire the target audience group at a lesser cost
(Facebook has pooled the audience group with greater accuracy compared to any other
platforms).
○ Example,
■ Creatives targeting decision makers with CLICK BAIT titles, (example-,
Calculate your ETL cost (or) Less cost, More efficiency & saving)
■ We can create a pool of our ICPs and then use it via different channels to
convert them (retargeting).

● Target audience:
○ Lookalike audience, Decision makers with interest in ETL software..
ABM Plan:

● ABM has a greater potential to acquire enterprise customers.

● We should analyse our existing cx first to find the right ICP (Decision maker) for our
campaign.

● Usually their conversion cycle (more than 4 months in most cases) is high compared to
other cx.

● We can purchase the SQL leads from vendors ranging from $100 to $200. Then we can
start to churn these leads. (Ex. Software advice,.)

● ABM Executing Plan

○ We should not pitch our product in the first touch with the prospect.

○ Best approach would be to run a multi-touch paid campaign across various

channels.

■ We should use the 4:1 rule for ABM. The 4-1 rule stipulates each account
should have at least 4 prospects we are going after at any point in time.
And that 1 of the 4 prospects must be a decision-maker with
budget/purchasing power.

■ Brand Awareness video ad to the prospects with an ad frequency of 3 to 4.

■ Sending personalised valuable content & industry-specific case studies

via email with a 24-hour gap with the same subject.

■ Targeting the prospect with personalised display ad copy across Google &
Meta,..

■ Webinars and 1-1 consultation with freebies and goodies

■ Billboard signs outside the HQ location

■ Battlecards mentioning how we differ and are better from other

competitors.

We will create creatives based on:

● What were their top priorities?
● What are their biggest challenges?
● What content do they consume?
● What are they trying to solve now?
3rd Party listicles & Influencer marketing:

● Make ourselves present in all the listicles, and articles in the first 40 google search results
of our BOFU & MOFU keywords.

● Partnership with Thought leaders and influencers on our niche. Our product should be
mentioned across social & websites and upcoming blogs.

● Add our product across all the articles where our Top competitors are present.

● Try to close all the articles with a one-time payment or Commission basis or CPC or CPL
basis on the traffic and relevancy.

Reseller & System Integrators:

● Reseller and system integrators are essential to acquire enterprise cx.

● Pitch our product to all the resellers of our product competitors.

● Tradeshow and offline events are one of the biggest channels to acquire resellers and
system integrators.

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Question-4 - Structuring team and their responsibilities.

Based on the discussion with Siddarth, I will get 2 members to lead.

Split the campaigns & responsibilities on the basis of region.

Person-1: Entire North America

Person-2: Europe & ANZ

● Person handling the above regions is responsible for all the paid marketing activities
and efforts for their respective regions.

○ Google-ads + Bing ads + FB & Linkedin - Main KPI

○ Generate dashboards with the reports (daily, weekly, Monthly)

■ Channel wise
■ Lead to SQL to Cx
■ Deal size
■ Conversion cycle analysis

○ Has to find at least 10 new media buying opportunities

(influencers+listicles+article) for their respective regions.

○ Monthly OKRs for their regions.