Deduce is a company specialising in Big Data and Artificial Intelligence that needed a steady flow of leads to keep growing.
Deduce Data Solutions is a scientific team based at PCTCAN (Santander) that builds artificial intelligence models incorporating the physics of the industrial process. With these models, a plant can cut the gas or electricity consumption of its furnaces and thermal lines, spot the causes of rejects earlier and plan production with the price of energy in mind. The team works with the data the plant already has (SCADA, PLC, MES, ERP), and its clients are in forging, foundry, wind energy components, tyres, energy and automotive.
Until then they had won some clients through traditional sales efforts, but they wanted to reach a wider market with a digital presence.
So, after an initial consultancy, we found several opportunities to generate leads in a scalable way.
Objectives
- Win new clients through digital channels.
- Have an automated sales system.
- Attract high-ticket leads.
- Improve the sales pitch.
Our plan
Build a digital advertising strategy on Google, where users are already actively searching for solutions, backed by a website with several dedicated landing pages to increase the chances of conversion.
At first the brand wanted to advertise on LinkedIn, but after a market analysis we decided to focus our efforts on getting the highest return from the lowest ad spend, so we ruled LinkedIn out for the initial phase.
What we did
- We mapped out a new sales flow.
- Website redesign.
- Sales pages.
- Google Ads campaigns focused on transactional keywords.
- A training session with the brand on closing sales.
- A dedicated landing page for a niche.
Results
- +30% Conversion rate
- x13.87 Return on investment
In 6 months, and after 1,500 ad clicks, we got 14 contacts, 4 of whom became clients worth €24,000, for a return on ad spend (ROAS) of 13.87.
Bear in mind that the cost per lead may look high at first. But these are high-ticket leads: more than 30% of them became clients, generating a return on ad spend above x10.