Before coming to Obility, Marketo's paid media efforts were focused on volume vs driving opportunities. With the help of our data team, we were able to track opportunities back to the campaign level for each platform, allowing us to cut the fat on campaigns that were driving leads, but not driving pipeline. Within a year we were able to increase opportunity size by 69%.
Marketo came to Obility wanting to grow pipeline and improve opportunity quality. PPC efforts were heavily focused on driving lead volume, but leads were not tracked to opportunity stage and campaigns were not optimized for lead quality or effectiveness at driving opportunities.
We tracked opportunities back to the campaign level for each platform. Identified campaigns with the highest Pipe:Cost ratios and cut the fat — pausing campaigns across platforms that weren’t resulting in opportunities. Saturated budgets to campaigns with the highest Pipe:Cost ratio to maximize pipeline efficiency across Facebook, LinkedIn, and Google Ads.
With our focus to double down on campaigns that were driving opportunities across Facebook, LinkedIn, and Google Ads, we were able increase opportunity size by 69% within a year!
YoY pipeline cost improvement across all channels
Facebook Pipe:Cost ratio improvement (pip attrib/amt spent)
Google Ads Pipe:Cost (avg oppty size +69%)