How Eftsure improved their Google Ads ROAS by 68% by focusing on their best-performing campaigns
Eftsure
INDUSTRY
Fraudtech
HQ
North Sydney, Australia
SIZE
100-200 Employees
#Challenges
1. Overcoming B2B complexities with existing tools
In providing only first or last-touch attribution models, Hubspot offered limited insights into the B2B customer journey. This narrow view failed to capture the complexities of B2B decision-making processes, leading to incomplete and sometimes misleading conclusions about the efficacy of their marketing efforts.
2. Trusting the accuracy of their data
Eftsure were unable to unify reporting across all the tools on their marketing tech stack which meant that it was harder for the team to really trust their data.
This impacted their ability to accurately report on their marketing efforts, making it difficult for the team to know if they were in fact hitting their 35% marketing contribution to pipeline or not.
3. Proving the effectiveness of their paid marketing channels
Eftsure was actively engaging with key online channels like LinkedIn and Google Search - but was unable to gain the necessary insights into their impact on different stages in the pipeline and on revenue.
They needed to move beyond the analytics of the point solutions, and integrate their paid channel reporting to better measure what campaigns were performing where and when.
"It’s easy to look at point solutions and draw poor conclusions. You might see that you spent 1,000 dollars on an ad but that you didn’t get any conversions. So, it becomes difficult to see the real impact of your marketing efforts.”
Luke Fielding, Head of Demand Generation
4. Tracking offline events
Eftsure's strategy included significant investment in offline marketing efforts, such as conferences and networking events. However, there was a need to better understand and measure the ROI of these activities and compare them with online activities.
#Solution
1. Complete B2B customer journey mapping
By connecting all the tools on Eftsure’s go-to-market tech stack, Dreamdata gives them the ability to report on all their marketing activities, whilst moving them from first and last touch attribution to a data-driven multitouch model.
This offers a more holistic view of customer interactions across multiple touchpoints which allows for a more accurate and reliable assessment of each channel's contribution to the sales process.
2. Granular insights across paid channels
Dreamdata allows for detailed analysis and reporting of all their paid marketing channels and campaigns, uncovering hidden layers of data.
Eftsure use the Return on Ad Spend (ROAS) report to fine-tune their LinkedIn and Google Ads strategy and better understand their beneficial role in driving revenue and pipeline.
"Dreamdata is giving us a better picture and showing us a lot more rich data around the effectiveness of our LinkedIn and Google activity."
Luke Fielding, Head of Demand Generation
3. Automatic Google Ads Offline Conversions
Dreamdata’s Google Offline Conversions feature enables Eftsure to automatically and continuously feed pipeline data straight back to Google Ads. The Google Ads AI then digests this data to focus on targeting Eftsure’s high-quality leads.
4. Measuring the effectiveness of offline events
Dreamdata brings a new level of clarity to the evaluation of Eftsure's field marketing initiatives. Previously, this was a manual and time-consuming process, but with Dreamdata’s ROI and CAC reports, Eftsure can measure the impact of their field marketing, enhancing their ability to assess investments in this area.
"We didn't have enough data around our offline events, and were spending a lot of our yearly budget on these. Now, with Dreamdata, we can see a lot more. It’s been really great at showing us not only the money, time and effort going into these but the actual ROI.”
Luke Fielding, Head of Demand Generation
#Results
Enhanced marketing contribution to
35%
Improved Google Ads ROAS by
68%
1. Improved Google Ads ROAS by 68%
By having a complete picture of their paid marketing activities EFTsure has been able to improve their ROAS by divesting from less effective activities and investing more heavily in their best performers.
2. Automated Google Ads optimisation
Eftsure’s ability to automatically feed back their revenue data via Dreamdata’s Google Offline Conversions, not only saves them time but means that their Google Ads Campaign Manager can better target high-quality leads.
3. Enhanced Marketing Contribution to 35%
Eftsure are now able to accurately track and optimise their marketing efforts, which has seen them improve their contribution to pipeline from 28% to 35%.
4. Refocused investment into high performing offline events
Dreamdata has shown Eftsure the performance of all their offline channels, and even more how they compare to their online channels.
Conclusion
Dreamdata's collaboration with Eftsure has given its team the tools to optimise their Google Ads, resulting in a 68% increase in ROAS. By providing a comprehensive view of both online and offline channels, Dreamdata enables Eftsure to make strategic, informed decisions, significantly enhancing their marketing effectiveness and contribution to pipeline and revenue.
About Eftsure
Eftsure, a leader in business payment security, specialises in safeguarding Electronic Funds Transfer (EFT) payments against fraud, error, and cyber-crime. Their mission is to ensure secure global business transactions by offering continuous control over outgoing payments.
They protect over $18 billion in monthly EFT payments and maintain a vast database of vendors to ensure secure transactions for their clients. EFTsure's services provide businesses with confidence in managing their electronic transactions efficiently and securely.
