Cutting Costs for PPC Advertising Leads at i-Sight Software

HR departments regularly investigate claims and complaints from customers, employees and others. It can be complex and when not done right can have serious and expensive consequences for an organization.

To mitigate risk and manage investigations, i-Sight provides case management software to hundreds of national and multinational corporations and government agencies.

“Our software is the backbone of their investigations,” says i-Sight’s Director of Marketing Pierre Hage.

“Customers use it to manage teams of investigators. It stores data in a central repository, generates reports, and ensures best practices throughout the process.”

For organizations with multiple branches, the i-Sight solution helps aggregate multiple, geographically dispersed investigations to spot trends, identify frauds and prompt preventive action.

Wanted: Digital marketing expertise

Over the years that i-Sight conducted pay-per-click (PPC) advertising campaigns for their software, they built a dependable PPC campaign platform. But although highly successful, it became increasingly difficult to manage.

“We kept pumping more and more money into it because we had great returns,” explains Hage. “But the complexity of the system grew. It got harder to manage. And we started to see diminishing returns on our PPC investment.”

i-Sight knew they needed professional digital marketing help to figure out what they should do to improve and manage their PPC system.

“We needed expertise to show us how to streamline the beast and make it better,” says Hage. “And after meeting with a few vendors, we decided Search Warrant would be able to provide the help we needed and would be the best fit for us.”

As part of their improvements, Search Warrant:

• Made sure sales campaigns were structured in a way that made sense and that let i-Sight track results
• Helped implement lead source tracking to connect clicks to qualified leads
• Optimized i-Sight’s landing pages
• Introduced a lead-grading program to quantify the quality of inbound leads
• Helped generate eBook, geo-targeted, and other new types of campaigns

Search Warrant designed a dashboard with i-Sight’s input so that they could easily compare sales results to goals for their campaigns over time and predict results ahead of time.

Says Hage, “They came up with a dashboard that’s my ‘go to’ on a bi-weekly basis. It lets me see at a glance exactly how we’re performing toward our goals.”

More sales leads in, fewer marketing dollars out

The dashboard that Hage relies on to monitor the company’s sales performance focuses on i-Sight’s three key marketing areas: Sales Qualified Leads (SQL), Demo Requests (DR), and Information Queries (IQ)

i-Sight’s spend on Sales Qualified Leads (SQL) has come in under budget while exceeding SQL targets, lowering the average cost per sales lead.

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Year to date data yields a solid predicted value, which allows for ongoing comparisons to the target values.