We’re employee-owned, every team member you work with brings the mindset of a business owner.
Alan Coleman, CEO
Wolfgang Digital helped Swimlane pinpoint effective marketing strategies by implementing advanced tracking for their ad campaigns. This move doubled Swimlane’s sales qualified leads and cut cost per SQL by more than half, optimising their marketing spend and boosting sales efficiency through data-driven insights and strategy.
Swimlane is the world's largest and fastest-growing pure-play security automation company. Operating in the competitive cybersecurity space, they were experiencing low lead quality and poor MQL to SQL conversion rates.
Unable to attribute online interactions to sales, their marketing budget, and Google Ads impact measurement was hindered. With PPC activity in 27 countries across the world, and expensive cost-per-clicks in this highly competitive space, gaining additional insights into which campaigns were driving real business results in the form of SQLs was critical.
Attribution is one of the most difficult challenges facing digital marketing today.
To help tackle this we implemented server-side tagging for Google Ads and offline conversion tracking, intricately linking systems for comprehensive visibility.
By integrating our campaigns with platforms like Pardot/Salesforce we were able to enhance lead generation insights, enabling Swimlane to identify impactful campaigns, ads, and keywords that were driving high-quality leads.
This precision reshaped budget allocation, significantly improving MQL to SQL conversion rates and reducing overall cost per SQL.
The intricate integration of offline data with digital campaigns, leveraging advanced conversion tracking for unprecedented insights was integral to the success of this campaign. By aligning digital platforms with Swimlane's systems, we transformed data into a strategic asset, guiding both micro and macro aspects of our approach.
This data led approach delivered better leads, informed strategic decisions, and a much more effective use of digital marketing budgets.
The strategy proved highly effective, resulting in reduced low-quality leads and doubled workable leads, with a 56% decrease in cost per SQL.
The ability to allocate budgets more efficiently led to a remarkable increase in Google Ads performance and marketing spend efficiency. Swimlane's cost per SQL was halved, delivering twice the number of sales qualified-leads with slightly reduced budgets.
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