Apptio Increased Campaign ROI by More Than 3x
Apptio is the leading provider of cloud-based Technology Business Management (TBM) software that helps CIOs manage the business of IT. Apptio’s suite of applications uses business analytics to provide facts and insights about technology cost, value, and quality, so IT leaders can make faster, data-driven decisions. Hundreds of customers, including more than a third of the Fortune 100, choose Apptio as their business system of record for IT.
Apptio has been focused on growing via mainstream adoption. In order to do so, they have transformed how Marketing and Sales collaborate and partner in driving the revenue engine. Bizible has played an important role in this transformation.
Aashish Dhamdhere is the Director of Campaigns and Demand Generation at Apptio. His job is to make sure that the marketing department is generating sufficient, qualified leads to drive revenue and growth goals.
As a rising IT SaaS application, the core goal of Apptio's marketing department is to make the most of its investments and generate qualified leads and opportunities for the company. Aashish and his team had a combination of marketing campaigns and channels they were investing heavily in such as, paid search, organic search, LinkedIn, Twitter, and lead generation programs, among others. To analyze their success, their team looks at five revenue performance indicators (RPIs): reach, velocity, conversion, value, and return (ROI) for every single one of their investments.
They soon realized that return was much harder to calculate and was often only a guess. “[We] were looking at early indicators, or a subset of the data, and hoping that the click-through rates or conversions on the website were indicative of the 5 RPIs,” stated Dhamdhere. They were looking at early funnel metrics in a vacuum, making their calculations and metrics almost useless, unable to connect the missing links. As a user of Salesforce, Dhamdhere set out to find a solution that would fill the gaps in his marketing spreadsheets, connecting sales and marketing together in a way that would complement their new business approach.
With Bizible, the marketing team at Apptio can track the journey of a lead all the way to close and easily calculate the 5 RPIs for any lead. With Bizible reports, they have much deeper insights into their AdWords and LinkedIn campaigns and are able to see what specific campaigns, keywords and messages are working. “We had a campaign that we were spending a significant amount of money on and we realized that the ROI just wasn’t there," says Dhamdhere.
In addition, they had a number of keywords that were generating a great number of leads, but soon realized that they never converted into paying customers. Although the costs per lead was low, the ROI for these keywords showed that they weren’t performing up to goals.
With these new insights, Apptio changed approximately 10% of their monthly Search investment. Not only were they able to see a major cost saving, but more importantly, they were able to reallocate this money to new keywords that drove more revenue, increasing ROI of some campaigns by more than 3x. Apptio is now able to have full confidence in the actual performance of its online marketing campaigns and marketing is no longer seen as a cost center, but as a revenue engine working to meet company goals.