Trimble chose to work with us to help increase brand and product awareness and ultimately boost sales of their software and training courses.
Trimble offer free trial periods for their Tekla Tedds and Tekla Structural Designer products across the UK, and large numbers of architectural and construction engineers enquire and sign up for the initial period.
This meant that any marketing campaign needed to be a balancing act that targeted the right demographics - focusing heavily on industry professionals who actually have the budget to dedicate to the Tekla software and/or training courses.
What We Did
We took ownership of Trimble’s paid search (PPC) campaigns and rapidly improved conversion rates and lead generation.
Tekla software is designed for construction, engineering and architectural professionals, so getting to know the precise demographic we were targeting was key.
Once we’d got to know the customer, the PPC team created campaigns based on carefully tailored messaging that focused on promoting free trials for Tekla Tedds and Tekla Structural Designer.
Campaigns included Search, Display, video and Performance Max, all directly targeted at engineers and other specialists working in construction and design across the UK.
By building new event and goal completions within Google Analytics, we were able to accurately track how Tekla’s free trials performed, as well as other key metrics including the conversion rate across different channels and the impact that Google Ads had on this.
We prevented wasted spend by analysing user behaviour, recognising patterns and optimising campaigns (for example by removing non-converting search terms) in real time.
Our PPC campaigns have also promoted Tekla’s DMFA (design for manufacture and assembly) ebook and switched to promoting webinars rather than in-person training events.
Tracking successful free trial sign-ups across multiple sub-domains means that we have to use event-based tracking as a conversion. This then feeds into an internal sales process in which the Trimble sales team contact users who have signed up.
We produce regular weekly and monthly reports that allow both parties to analyse the data and make informed decisions.
Results
In a 12-month period, Ascensor’s conversion-focused B2B PPC campaigns racked up 1.13m impressions and 43,000 clicks through to the Tekla website.
We weighted the ad copy and images towards building brand awareness and promoting Tekla’s product trials, with conversion rates always at the forefront of our efforts.
The leads generated by the free trial sign-ups have given the firm a massive competitive advantage.
With a new website launching it was important to ensure that both new and returning users were always visiting tekla.com/uk, and with more than a million impressions in the last year, Tekla continues to be a leader in global engineering technology.
What Trimble said…
I have found the Ascensor team easy to work with. They respond well to the brief given and also come back with suggestions and ideas on ways to improve our goal completions, which shows in results. Regular reporting helps with communication and they always respond quickly when contacted.
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