Industry
SaaS
Challenge
Verato faced difficulties in balancing high-funnel and low-funnel advertising to effectively drive conversions and fill their pipeline. The company needed to shift from a strategy focused on impressions to one that prioritized targeting relevant audiences and generating measurable results.
Results
(un)Common Logic implemented a balanced advertising strategy that increased lead volume by 75% year-over-year and reduced cost per lead (CPL) by an impressive 312%. The approach delivered a steady flow of qualified leads into Verato’s pipeline while optimizing cost efficiency.
Key Product
PPC
About Verato
Verato is a healthcare technology company offering the industry’s first hMDM (Healthcare Master Data Management), a groundbreaking solution specifically designed for healthcare organizations. With an innovative product and long sales cycles, Verato requires strategic marketing initiatives to engage and convert high-value leads effectively.
The Challenge
Advertising a first-of-its-kind product like hMDM presented unique challenges for Verato, especially in a competitive space. Their existing “always on top” strategy focused on maximizing impressions but failed to prioritize driving meaningful conversions. To optimize their paid media efforts on Google and LinkedIn, Verato needed a strategy that targeted relevant audiences, filled their pipeline with high-quality leads, and created measurable opportunities for revenue growth.
The Solution
(un)Common Logic worked collaboratively with Verato to shift their advertising strategy from focusing on impressions to prioritizing conversions. The new approach balanced high-funnel and low-funnel advertising to ensure that ads reached the right audiences at various stages of the buyer’s journey. This balance enabled Verato to build awareness and nurture interest while converting ready-to-act prospects into leads.
Ads were optimized to target audiences most likely to convert, leveraging data and insights to refine creative, messaging, and bidding strategies. This full-funnel strategy was designed to not only generate a steady flow of leads but also ensure cost efficiency by serving ads to high-intent users. By continually monitoring performance and adjusting tactics, (un)Common Logic maintained a dynamic and effective advertising strategy.
The Results
The results of this strategic shift were transformative. Lead volume increased by 75% year-over-year, demonstrating the success of the targeted approach in driving meaningful engagement. Cost per lead decreased by an extraordinary 312%, reflecting the enhanced cost efficiency of the campaigns. By prioritizing conversions over impressions, Verato successfully filled their pipeline with high-quality leads while minimizing wasted spend.
This case study highlights the value of a balanced, conversion-focused advertising strategy in delivering measurable business outcomes. By targeting relevant audiences and optimizing every stage of the advertising funnel, (un)Common Logic helped Verato achieve sustainable growth and improve their ability to compete in the healthcare technology market.
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