Prior to working with Solutions 8, Particle was having difficulty tracking their conversions and therefore did not have adequate data to guide their overall marketing strategy. They needed an actionable plan to implement use-case-specific targeting in order to market to industries within the IoT space and turn marketing qualified leads (MQLs) into sales qualified leads (SQLs). In Solutions 8, they found an experienced partner to help them overcome the hurdles they were facing and achieve long-term success with Google Ads.
Case Study Metrics
Date Range: Jan 1, 2019 – March 31, 2019
Total Ad Spend
Average CPC
Average Cost Per Lead
Conversion Rate
Conversions
Executive Summary
Following a deep dive into their existing campaigns, the Solutions 8 team was able to pinpoint specific problems that were preventing Particle from meeting their overall campaign goals. For example, they did not have an effective eCommerce strategy in place and were not tracking eCommerce sales from their store. In addition, poor tracking was causing leads to be counted more than once, and many of their existing tags were not firing correctly in Google Tag Manager. Using the information they gathered during a complete account audit, Solutions 8 was able to help Particle generate a steady influx of qualified leads and ultimately increase their sales.
About Particle
Particle is an edge-to-cloud IoT (Internet of Things) platform designed to help businesses get their connected products to market. With powerful hardware solutions, reliable and efficient connectivity technologies, and software to manage IoT deployment, Particle helps innovative companies like Jacuzzi, Bosch, and Briggs Healthcare connect, manage, and extract data from their physical products.
The Challenge: Resolve Tracking Issues, Develop An Effective Ecommerce Strategy, Increase Sales
IoT is an incredibly broad and diverse industry, which can make it difficult to focus on a specific industry application. Among the pain points Solutions 8 set out to address for Particle were:
- No eCommerce strategy to sell their IoT hardware direct to consumers
- Not tracking eCommerce sales from their store
- Improper form tracking on their site (leads were not being counted accurately)
- Needed a strategy to define use-case-specific targeting to market to industries
- Did not have an account structure that accommodated brand/non-brand differentiators
Solutions 8 was able to address each of these issues and ultimately create a high-performing multi-campaign strategy that has proven to be both successful and sustainable.
The Result: New And Improved Marketing Strategies Produced More Qualified Leads And More Sales
Since partnering with Solutions 8 in 2017, Particle has seen a dramatic turnaround in their Google Ads campaign success. Not only was the Solutions 8 team able to resolve each of the challenges Particle had been facing, but they also developed highly effective eCommerce and lead generation strategies based on use-case-specific targeting to bring in more qualified leads. In addition, they were able to reconcile the conversion rate between MQLs and SQLs to increase sales.
The Future: An Eye On Ecommerce And Beyond
Going forward, Solutions 8 will continue to help Particle meet and exceed their marketing goals through ongoing campaign management and optimization. For 2021, their primary focus will be refining their eCommerce strategy to bring in even more sales.
Pamela Sapio
