Business Challenge
Concur, a world leader in corporate expense management, wanted to launch a marketing campaign that would take advantage of recently enacted legislation regarding expense recognition. With budgets and staff additions restricted, Concur wanted to explore new ways to leverage their Web site’s content. Rather than undertake costly print campaigns, Concur worked closely with Point It to develop campaigns targeting prospects affected by the new regulations.
Solution
In addition to the existing product information, the Web site was used to offer regulatory compliance information, resources, white papers and multiple prospect contact points to generate leads. Point It tested ad copy, synchronized landing pages to keywords and messaging, expanded keywords, developed an appropriate bid strategy, and integrated PPC messaging with other marketing activities.
Results
In four months, lead volume doubled, while cost/lead dropped more than 70%.
