When Docsumo started focusing on demand generation for its intelligent document data extraction platform, one of the key priorities was to leverage Paid Acquisition and validate its strategy for organic growth.
Docsumo had no prior experience of entering the US market and generating demand for this product from large enterprises via paid acquisition.
We assisted their internal team in developing a suitable tracking and analytics framework. Post analytics set-up, we quickly rolled out almost a dozen paid campaigns to identify the best performing keywords and campaigns.
Based on the collected data, we doubled down on promising campaigns and killed the non-performing ones.
Coupling this strategy with remarketing on social and display platforms, we were able to successfully validate different audiences on multiple channels.
Docsumo was able to acquire high-quality leads at 50% lesser CPL than the industry benchmark.
In the process, they also managed to identify the right set of high-volume and high-intent keywords to develop the content for.