Demand Generation Strategy for a B2B CPQ Software Company

Despite having a robust product, ScopeStack faced difficulties generating enough prospects and business opportunities. Its marketing campaigns were generating limited engagement, while conversion rates remained low.

ScopeStack needed a comprehensive demand generation strategy that could:

• Expand its reach to the ideal audience.
• Improve key campaign performance metrics.
• Generate more qualified leads and opportunities.
• Accelerate the sales process.
• Improve the return on its marketing investment.

These challenges required a more structured approach to targeting, campaign management, measurement, and lead nurturing.

Boundify implemented an integrated demand generation strategy covering paid media, analytics, conversion optimization, and marketing automation.

The engagement included:

• Audience and keyword research to understand buyer personas and audience interests.
• Google Ads, LinkedIn, and RollWorks management, including optimization of existing campaigns and creation of new ones.
• Ad and landing page creation focused on customer needs and conversion.
• Google Analytics implementation to monitor performance and attribute prospects and revenue.
• HubSpot CRM integration to provide visibility throughout the customer journey.
• A/B testing and continuous optimization based on campaign data.
• Marketing automation, including email flows and chatbots to nurture leads.

Together, these initiatives created a more structured demand generation system capable of attracting, converting, and nurturing prospects throughout the buying process.

ScopeStack achieved significant improvements in its demand generation performance after implementing the new strategy. The program increased the number of business opportunities while also improving website traffic and paid media engagement.

The most significant result was a 4X increase in opportunities, demonstrating the impact of a more structured approach to demand generation. Website traffic also increased by 40%, while RollWorks campaigns generated a 120% increase in monthly clicks compared with the previous year.

Key results:

• 4X increase in opportunities through demand generation strategies.
• 40% increase in website traffic, expanding the reach of ScopeStack's digital presence.
• 120% increase in monthly clicks with RollWorks compared with the previous year.
• Increased engagement with target audiences across paid media channels.
• Improved visibility into campaign performance, prospects, and revenue attribution.
• A more structured system for generating and nurturing qualified opportunities.

Boundify managed and optimized ScopeStack's Google Ads, LinkedIn, and RollWorks campaigns, combining audience research, keyword strategy, paid media optimization, and conversion-focused messaging to reach the company's ideal audience.

HubSpot CRM, email flows, and chatbots were integrated into the demand generation strategy to provide greater visibility into the customer journey and nurture prospects throughout the buying process.