How duo's Expertise Supercharged Customer Acquisition for an Emergency Notification System

Introduction

Despite their reputation as an award-winning mass notification system, RedFlag struggled to consistently generate a qualified flow of leads. This case study tells the story of how duo stepped in to turn the tide—by significantly improving lead quality and revenue generation.

Challenge: Inconsistent Lead Flow and Poor Lead Quality

RedFlag had previously dabbled in Google Ads and other fragmented campaigns, yielding unsatisfactory results. Their primary issues revolved around two aspects:

1. Inconsistency in Lead Generation: There was a lack of a steady stream of potential clients.
2. Low Quality of Leads: The leads generated were not meeting the desired standards, which negatively affected conversion rates.

Solution: A Multi-Faceted Digital Marketing Strategy

Duo’s approach was comprehensive and dynamic, involving several key strategies:

1. Landing Page Optimization: Developing and testing multiple landing pages, focusing on effective headlines and user engagement.
2. Development of Explainer Video: Creating a concise and informative video to better explain RedFlag's services.
3. Omni-Channel Marketing Approach: Initially utilizing Google Ads only, our strategy expanded to include LinkedIn and Facebook, creating a diverse advertising presence.
4. Focus on Power Conversions via HubSpot: Setting up conversions in HubSpot based on real opportunities rather than just form submissions—training Google Ads to more effectively target prospects likely to become qualified opportunities.
5. Continuous Optimization: Making regular adjustments and refinements to the campaigns, leveraging data to improve lead quality over time.
6. Market Research and Targeting: Identifying the most attractive key features to their Ideal Customer Profile (ICP), such as ease and speed of integration, which proved to be the features that mattered most to their actual customers.

Results: Dramatic Improvements in Lead Quality and Revenue

1. Significant Decrease in Cost Per Lead: Achieved nearly a 50% reduction in CPL.
2. Increased Quality and Quantity of Leads: Improved the ratio of qualified leads via Google ads each week by 70% over the course of a year.
3. Revenue Growth: Increased closed revenue over 4X in 2023.
4. Record-Breaking Lead Generation: Generated the highest number of leads ever recorded in a single month for RedFlag.

Testimonial

“Duo has been an excellent lead gen partner for us. They are so quick to optimize, pivot, and change up their acquisition strategies, and the results have been great. In just six months, they’ve cut our CPL in half and delivered more SQLs than we’ve ever had—generating 3.9x as much revenue than our previous paid acquisition efforts! We've already had more paid search deals in 2023 than all of Q1 2022”
‍
Kristen Lawrence, Head of Marketing at RedFlag