A knak 4 demand @ 10X ROI
How do you generate demand for a solution that’s so innovative, nobody is looking for it yet?
The geniuses at Knak created a better way for enterprise marketing teams to build landing pages and emails that clicks into existing martech stacks. Demand gen marketers and marketing operations pros want it as soon as they see it. But until then, Knak has a problem — how do you sell a solution to someone if they don’t a solution to the problem you solve for them exists?
One step forward, two steps back
Knak worked with a digital agency that got leads flowing, and spent marketing budget, but when the business development team followed up on the leads they couldn’t close them. They weren’t quite the right people and they didn’t quite understand what Knak did – so it didn’t work.
Targeting, targeting, targeting
Enter Search Warrant with more than 20 years experience generating demand for B2B technology and SaaS players ranging from Fortune 50s like IBM to sassy start ups like Knak.
Working together, the Knak and Search Warrant demand gen teams identified Knak’s ideal customer profile. Then they looked at Knak’s existing offers and segmented them into different stages of the customer journey. If you didn’t understand what Knak does yet, or how it helps you, it was too soon to ask you to try a demo – no matter how much the sales people wanted demo leads. Similarly, if you’d already seen the videos, visited the site, and drunk the Kool-Aid, you didn’t need another introductory video.
Together the combined team created an awareness and offer matrix that fit. Then they married the matrix with 6sense intent data and the targeting and reach of LinkedIn and Google.
Everybody has a plan…
The new plan was solid — but everybody has a plan until they get punched in the face. To avoid punching Knak’s marketing budget in the face, Search Warrant entered the advertising market gently and monitored results closely.
Some offers and ads performed better than expected, and some unperformed and needed replacing. Knak reported lead quality back to Search Warrant quickly for quick adjustments.
Boom goes the dynamite!
As they refined their ad program, bells began to ring at Knak, literally. The sales team rings a bell when they close a deal and it was starting to get noisy. Knak and Search Warrant meet regularly to review performance and their favourite statistic is the influenced pipeline figure. Every month, it shows the demand generation program now often generates more than 10x the cost of the program itself.
That kind of ROI means the program can grow. The team is working on new audiences, segments, and offers.
What’s your advertising ROI?
If your ad program isn’t a revenue generator, or you feel you can squeeze more efficiency from it, You can have an honest appraisal with no strings attached.
Knak eliminates review hell for enterprise marketing teams – but what if they don’t know that’s possible?
Knak
SaaS marketing technoloy
Overworked enterprise marketing teams
Action Needed
- Notify enterprise marketers that a solution like Knak exists
- Avoid pitching a demo request to people who don’t know who you are yet
- Find a way to segment audiences members into different stages of the customer journey
- Align marketing offers to different audience awareness levels
- Connect the ideal customer profile in 6sense with LinkedIn and Google
- The bell in the sales pit is ringing!
- Lead quality is reported back into the advertising program regularly
- Influenced sales pipeline is regularly 10x the cost of the demand gen program
Digital Marketing can be fun and effective at the same time. Let's get started.
Clear goals, simple messaging, strong results