Case studies / Crestline
Tripled Crestline’s inbound demos in 90 days.
Crestline is a B2B software company that helps finance teams at mid-market businesses close their monthly reporting.
SaaS
Demand generation
YouTube
Case studies / Crestline
Tripled Crestline’s inbound demos in 90 days.
Crestline is a B2B software company that helps finance teams at mid-market businesses close their monthly reporting.
SaaS
Demand generation
YouTube
200%
More demos
41%
Lower lead cost
44%
More qualified leads
200%
More demos
41%
Lower lead cost
44%
More qualified leads
200%
More demos
41%
Lower lead cost
44%
More qualified leads
About
Crestline sells through a sales team rather than a free trial, so a booked demo is the only meaningful thing a campaign can produce. Google Search and YouTube carry its paid acquisition, with most of the budget historically going to gated research reports.
About
Crestline sells through a sales team rather than a free trial, so a booked demo is the only meaningful thing a campaign can produce. Google Search and YouTube carry its paid acquisition, with most of the budget historically going to gated research reports.
Challenge
Crestline’s ads were working. The demo path was not.
Crestline was buying clicks at a sensible cost and turning very few of them into meetings. Someone who clicked an ad about closing the month faster landed on a gated research report, gave up their details, and waited for a follow-up email that arrived three days later. By then most of them had stopped looking.
The demo request form asked for eleven fields and gave no way to pick a time, so even the people who wanted a meeting had to wait for one.
Challenge
Crestline’s ads were working. The demo path was not.
Crestline was buying clicks at a sensible cost and turning very few of them into meetings. Someone who clicked an ad about closing the month faster landed on a gated research report, gave up their details, and waited for a follow-up email that arrived three days later. By then most of them had stopped looking.
The demo request form asked for eleven fields and gave no way to pick a time, so even the people who wanted a meeting had to wait for one.
Approach
We fixed what happened after the click.
Before changing any media, we followed the route a buyer takes from an ad to a meeting in the calendar. Almost everything that was losing them sat between the click and the confirmation email.
We rebuilt that route first and only then moved budget, so the extra traffic arrived at a page that could convert it. What the campaigns bid towards changed at the same time.
Approach
We fixed what happened after the click.
Before changing any media, we followed the route a buyer takes from an ad to a meeting in the calendar. Almost everything that was losing them sat between the click and the confirmation email.
We rebuilt that route first and only then moved budget, so the extra traffic arrived at a page that could convert it. What the campaigns bid towards changed at the same time.
Execution
The meeting became the only thing that counted.
Landing page structure, the booking experience and the conversion imported back into Google shaped where the budget went and what it was judged on.
Execution
The meeting became the only thing that counted.
Landing page structure, the booking experience and the conversion imported back into Google shaped where the budget went and what it was judged on.
01
Rebuilt the booking path
Before the media changed
The eleven-field form became four fields and a calendar. A prospect now picks a slot and sees the confirmation before they leave the page.
01
Rebuilt the booking path
Before the media changed
The eleven-field form became four fields and a calendar. A prospect now picks a slot and sees the confirmation before they leave the page.
02
Retired the gated reports
Weeks 3–6
Campaigns built around report downloads were switched off and the research was published openly. Total lead volume fell, and the leads that remained were people asking to see the product.
02
Retired the gated reports
Weeks 3–6
Campaigns built around report downloads were switched off and the research was published openly. Total lead volume fell, and the leads that remained were people asking to see the product.
03
Built demand ahead of the search
On YouTube
Short walkthroughs of a month-end close ran against in-market finance audiences and customer-match lists. Branded search grew behind them, and those searches convert more cheaply than anything else in the account.
03
Built demand ahead of the search
On YouTube
Short walkthroughs of a month-end close ran against in-market finance audiences and customer-match lists. Branded search grew behind them, and those searches convert more cheaply than anything else in the account.
04
Bid on attended meetings
The last four weeks
Meetings that were attended were imported back into Google as the conversion. Bidding optimised towards the sources producing them, and spend increased behind the strongest.
04
Bid on attended meetings
The last four weeks
Meetings that were attended were imported back into Google as the conversion. Bidding optimised towards the sources producing them, and spend increased behind the strongest.
01
Rebuilt the booking path
Before the media changed
The eleven-field form became four fields and a calendar. A prospect now picks a slot and sees the confirmation before they leave the page.
02
Retired the gated reports
Weeks 3–6
Campaigns built around report downloads were switched off and the research was published openly. Total lead volume fell, and the leads that remained were people asking to see the product.
03
Built demand ahead of the search
On YouTube
Short walkthroughs of a month-end close ran against in-market finance audiences and customer-match lists. Branded search grew behind them, and those searches convert more cheaply than anything else in the account.
04
Bid on attended meetings
The last four weeks
Meetings that were attended were imported back into Google as the conversion. Bidding optimised towards the sources producing them, and spend increased behind the strongest.
Results
More of Crestline’s clicks became meetings.
Results
More of Crestline’s clicks became meetings.
200%
More demos
41%
Lower lead cost
44%
More qualified leads
“
Our ads had been fine for a long time. The problem was everything we asked people to do next, and Korva was the first team to look there.
Tom Whitfield
Head of Demand Generation at Crestline
200%
More demos
41%
Lower lead cost
44%
More qualified leads
“
Our ads had been fine for a long time. The problem was everything we asked people to do next, and Korva was the first team to look there.
Tom Whitfield
Head of Demand Generation at Crestline
200%
More demos
41%
Lower lead cost
44%
More qualified leads
“
Our ads had been fine for a long time. The problem was everything we asked people to do next, and Korva was the first team to look there.
Tom Whitfield
Head of Demand Generation at Crestline
