Case Study: Medesk's Paid Marketing Growth: Driving More MQL

About the product
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Medesk is a secure platform for simple and effective private practice management, helping medical professionals analyze and improve their workflow. They offer highly specific features that help medical practices work more efficiently and reduce any additional paperwork.

The challenges
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All in all the main challenge Medesk was facing (as many SaaS businesses do) is low lead inflow. After testing out numerous strategies and investing a significant amount of money in PPC, they just didn't see the results that were profitable for them.

After evaluating the issues, they started looking for a performance marketing agency that knows SaaS products. Too many performance agencies are focused on e-commerce and don't track the metrics that are important specifically to SaaS businesses.

The issues

• Unsteady lead inflow
• High CPL (cost per lead)
• Low sign-up to MQL (Marketing Qualified Lead) conversion rate
• Difficulty predicting PPC (Pay Per Click) success and profitability
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Main goal
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Together with Medesk, we set our (fairly obvious) goal ➝ increase lead inflow while maintaining quality and predictability.

Once we had our goals and KPIs aligned with client's expectations, we proceeded to determine the objectives that will help us in achieving our goals.

The objectives

• 1. Restructure and optimize PPC accounts for better performance
• 2. Develop new landing pages specific for each customer vertical for better qualification of leads
• 3. Create data-rich reports for better PPC acquisition predictions
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Ad accounts restructuring & optimization
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Because the Medesk ad accounts (Google ads, Capptera, Facebook Ads, Yandex ads) already had some historical data, our first focus was to assess what was functioning well and what wasn't - this was our first move toward optimization. We began account optimization based on the most profitable keywords, audiences, and locations that generate actual MQLs and revenues after reviewing them.

Our key moves were:

• Grouping keywords into logical clusters that will be easily managed and will achieve the most ad relevancy
• Creating new ad copy that resonates with key customer verticals
• Implementing enhanced conversions to improve the accuracy of your conversion measurement and unlock more powerful bidding
• Adjusting the bids according to the highest converting days (e.g., increasing the bids on Tuesdays and Wednesdays, decreasing them on weekends)
• Determining the most profitable locations and adjusting the bids accordingly

Results

Once all optimization steps were completed, we saw almost an immediate drop in CPL, and increase in the number of sign-ups, and a higher conversion rate from sign-up to MQL over the course of the next two months.

In the last two years of our partnership, Medesk saw an increase of 255% in the number of sign-ups and a 30% decrease in CPL with a steady lead inflow across all three markets.  
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Landing Page CRO strategy
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To improve the conversion rate from sign-up to MQL, we had to set up landing pages that made it easier to qualify the leads coming in. This made the conversion rate from sign-up to MQL go up.

Here's how we did it:

• We found out what the most important product features and selling points were by talking to customers and getting feedback from the sales team.
• Created messaging that resonated with the needs of each customer vertical.
• We made highly customized landing pages for each customer vertical that matched the keywords we were targeting on Google Ads, Capterra, and remarketing.
• Made a custom call-to-action (CTA) plan.
• Personalized sign-up forms that are best for each customer vertical.

Results

Having highly customized landing pages for each customer vertical led to a 250% increase in sign-ups and a 35% conversion rate from sign-up to MQL. We've been able to keep increasing these numbers over the last two years of our partnership with Medesk by using some of our best CRO practices and experiments.
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Data-rich PPC reports & predictions
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In 2021, Medesk began shifting more from a sales-led to a product-led approach. Because of this, they needed very detailed reporting to find out which customer verticals are the easiest to convert, how long it takes to go from sign-up to MQL, and where the main points of friction are.

Once our optimizations helped them get a steady flow of leads, we made customer acquisition predictions for each market and customer vertical to help them make better business and product decisions in the future.

What we did:

• Made detailed PPC reports for each market, country, campaign, customer vertical, and channel.
• Set up detailed metrics for tracking.
• Found the best models for predicting how well PPC ads will do in upcoming periods.
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Results
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With the given approach, Medesk can make strategic business decisions based on PPC predictions up to six months in advance, with how reporting is set up now.
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Goals achieved
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Our partnership with Medesk has now been going on for more than two years. We'll let the numbers do the talking:

• 250% Increase in sign-ups
• 110% Increase in MQLs
• 40% Increase in Customers
• 30% Decrease in CPL

This case study is just a small part of what we've done with Medesk over the past two years. We continue to do a lot of testing, data analysis, A/B tests, and optimizations every day, and we set new benchmarks every three months. This helps Medesk get more customers at a lower cost, and it will eventually help them dominate every market they want to do business.

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Note: Client details and industry specifics have been kept confidential to uphold privacy and contractual agreements.