How ScreenCloud improved LinkedIn ROAS by 2.6x with Dreamdata
ScreenCloud
INDUSTRY
Digital Signage
HQ
London/UK
SIZE
100-200 Employees
CUSTOMER BASE
10,000
ANNUAL REVENUE
$20 Million
Dreamdata revealed a
61% close rate on opportunities with a LinkedIn Ads touch, helping ScreenCloud better invest budget.
2.6x
improvement return on ad spend on LinkedIn.
#Challenges
1. Longer sales cycles due to COVID-19
COVID-19 changed ScreenCloud’s customer profile, where they saw a shift from SMEs to mid-large enterprise organisations – accelerating the growth of their enterprise segment by over 95% year-over-year.
With their customer base changing from predominantly smaller, quick-serve restaurants, to larger companies, in deskless industries like manufacturing, logistics and transportation, this ultimately led to longer sales cycles, higher Average Contract Values (ACVs), and the involvement of more decision-makers and influencers.
2. Changing go-to-market approach
As a result of this, ScreenCloud needed to transition from a product-led growth model to a sales-led growth model.
3. Growing need for customer journey insights
ScreenCloud lacked visibility into long and complex buyer journeys, and faced the challenge of attributing marketing efforts to both influencing pipeline and revenue.
They also struggled to understand which stakeholders were influencing the buyer journey and how they were involved in the decision-making process.
4. Ambiguity in their paid ads
Despite bringing all paid media inhouse, they were still really struggling to understand the true performance of their paid advertising initiatives, and how to measure their ROAS, against influencing pipeline and revenue for the business.
"Whilst we were able to use self-attribution and manual reporting, this was nowhere near comprehensive enough for us to validate our hypothesis on how our ROAS was contributing to Marketing’s pipeline coverage and revenue targets.”
Luke Farrugia, VP of Marketing
5. Accurately reporting to C-Suite
Without any real insights into what their paid media efforts were contributing to their pipeline and revenue targets, it was becoming increasingly challenging to maintain C-Level support for the amount that they were spending on their paid media initiatives.
#Solution
1. Unified account-based data
With Dreamdata, ScreenCloud was finally able to collect, transform and model all their B2B go-to-market data in one place.
“We urgently needed a fit-for-purpose revenue attribution platform, built for the modern day B2B buyer journey, that gave us the insights we need to increase our decision intelligence on how we use paid advertising to support our pipeline and revenue objectives.”
Luke Farrugia, VP of Marketing
2. Full-funnel view
Gained a complete visualisation of the entire customer journey, at the company and contact level, from first touch to closed won. This enabled ScreenCloud to dig down into who their true ICP and buyer persona was.
3. Impact and influence of LinkedIn ads
Dreamdata offered clear insights into the direct impact of LinkedIn advertising on ScreenCloud’s customer engagement, pipeline and revenue through the Return on Ad Spend performance report.
“Using Dreamdata really helped us understand the impact and influence of LinkedIn on deals.”
Luke Farrugia, VP of Marketing
4. Comprehensive LinkedIn engagement analytics
Dreamdata’s LinkedIn Engagements report allows ScreenCloud to visualise who is interacting with their LinkedIn Ads and campaigns to ensure they are targeting relevant accounts.
#Results
Dreamdata revealed a
61% close rate on opportunities with a LinkedIn Ads touch, helping ScreenCloud better invest budget.
2.6x
improvement return on ad spend on LinkedIn.
1. Revenue attributed to LinkedIn
ScreenCloud’s return on ad spend, for LinkedIn, increased over 400% in the past 14 months.
“Since using the insights from Dreamdata, we’ve seen our ROAS from LinkedIn increase incrementally month-on-month by approximately 30%, and by over 400%, over the last 14 months.”
Luke Farrugia, VP of Marketing
2. Restored trust in paid ads
Dreamdata’s insights into the direct impact of LinkedIn ads on pipeline and revenue meant that ScreenCloud could start trusting their paid media again and confidently share results with C-suite to ensure continuous funding and growth.
"There are lots of positive indications that the work Dreamdata has done with LinkedIn, is giving us the insights to enable my team to continue receiving the budget we need for building success on LinkedIn"
Luke Farrugia, VP of Marketing
3. Uncovered hidden LinkedIn ad engagement
With the LinkedIn Ads Engagements report, Dreamdata revealed a significant number of business interactions behind ScreenCloud’s LinkedIn ads, enabling them to identify new target account buying intent.
4. Insight into true ICP
ScreenCloud had been working on a hypothetical buyer persona. With Dreamdata they were able to see the pivotal role that HR departments play in the buying process, despite IT holding the budget strings.
"Dreamdata really helps with understanding your ICP better and who and when the various different people within that organisation influence the buyer journey. It’s also been really enlightening to see how each channel fits into that journey, and when."
Luke Farrugia, VP of Marketing
Conclusion
ScreenCloud's partnership with Dreamdata marked a significant turning point in their marketing and sales strategies.
By leveraging Dreamdata's insights into LinkedIn ads (as a LinkedIn Marketing Partner) ScreenCloud not only overcame the challenges posed by a changing business environment but were also able to optimise their efforts, leading to tangible improvements in revenue and pipeline as well as reporting.
About ScreenCloud
ScreenCloud is the market leader in helping organisations to empower their deskless workers with the information they need, when they need it, to make informed, data-driven decisions, through screens that communicate.
Their cloud-based digital signage platform is used by over 10,000+ organisations, and powers over 100,000, globally, helping their customers to increase employee engagement, enhance productivity, and drive operational efficiencies, all through the screens on their walls.
