CLOUDM

Throughout our initial audit, we compiled a checklist of essential tasks required to hit our ambitious targets. To ensure accuracy and strategic decision-making, we extensively analysed historical platform and source of truth data, blending the two together to serve as the foundation for our restructure plan.

We enhanced tracking capabilities by integrating data back into HubSpot using Value Track Parameters. Furthermore, we implemented automated data pass-backs, reviewed and standardised conversion actions, optimised all assets, and built bespoke reports that blended all data sources together to help CloudM begin to gain control of their performance data.

It was also important to fully understand CloudM’s targets and data collection. Within the website, numerous touchpoints existed, including downloadable content, lead form captures, live chat etc, which had been collectively assigned a single CPA target for performance marketing. By collaborating with internal data teams, we uncovered the true value of each touchpoint. This brought much-needed clarity to and attention to the most profitable leads, allowing us to set targets at a micro and macro conversion level which was then fed into internal systems to enhance lead nurturing, reporting and give much needed clarity to sales teams.

As a direct outcome of our data-driven efforts and optimisation strategies, we were able to allocate previously wasted budget towards an impactful Go-To-Market plan, helping CloudM expand their migration and archiving services across US, CA, and ANZ.