183% more leads, 52% cheaper

Novocall raised over S$700,000 in a seed funding round led by Silicon Valley-based 500 Startups back in 2020 and were looking at scaling their growth with KPI Media. After engaging KPI Media, we managed to surpass Novocall's lead targets consistently and delivered 183% more leads than they expected, at 52% lower cost per sales qualified lead (SQL).

Client

Call Automation Software-as-a-Service (SaaS)

About

Prior to engaging with KPI Media in 2020, Novocall was heavily reliant on salespeople to convert. Their primary method of lead generation was through Scheduling Demos and inbound lead acquisition. This started out as the initial KPI. However in 2021, as the company adopted a self-serve model, the KPIs evolved to look at metrics like Purchases, Revenue, Return on Ad Spend (ROAS), Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLTV).

Campaign Planning‍

Being a software company, with a global potential reach, our first challenge was to identify the most scalable and cost efficient countries target.

Therefore, our team performed an in-depth market research to detect which geographies had a need for Novocall's solutions and we layered that data with the country-level statistics of the highest SaaS adoption in the world. We additionally had to work around constraints such as Novocall's ability to service those markets.

Once this initial planning was complete, we were ready for full fledged campaign planning and started to look into the channels to run ads with.

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‍Marketing Automation

We were fortunate as Novocall has a strong automation process built, which meant we could easily integrate our MarTech into their overall stack.

Since B2B buyers have very long buying cycles, it is crucial for vendors to get in touch with prospects as quickly as possible - while they are still 'warm'.

We also needed to be very agile and make decisions like budget shifts very quickly. So our two areas of focus were lead gen automation &reporting automation.