Google Ads have been a hugely important tool in reaching One2Team’s target audience group, today representing the largest inbound lead generator for the company. With over 100,000 monthly searches in the US alone, the project management space is crowded with key players—many of whom aren’t direct competitors for One2Team.

By strengthening paid advertising’s performance, One2Team honed in on results and could lessen their investment and reliance on tactics like SEO and content development (which prove more difficult in a crowded marketplace).

Since 2015, Outshine has worked with One2Team to steadily increase paid leads.

‍Today, paid makes up 77% of the total lead inflow.

Outshine was engaged in October 2016 to help guide One2Team’s lead generations efforts as they grew into San Francisco. In the beginning, the scope of the engagement was twofold:
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1. Overhaul One2Team’s analytics practice to ensure the right data was being collected, and that internal processes were repeatable and scalable

2. Rearchitect all campaigns, including building support for additional budget, rewriting ads for lead gen, and tracking results fully through the funnel from lead to MQL/SQL

Once established in the US market, Outshine’s work with One2Team expanded beyond lead generation to include a broader sales and marketing operations initiative.
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We work with One2Team to fully understand and forecast marketing’s contribution to revenue, including the development of a sales dashboard that tracks inputs like:

· Inbound and outbound lead flow
· Pipeline & deals
· Conversion rates between lead stages
· KPIs like cost per MQL/SQL by channel and lead source

The dashboard is also helpful for tracking the work Outshine does on the advertising side—demonstrating the global demand One2Team captures directly from channels like Google Ads.

‍“One of the reasons we work well with Outshine is because of their curiosity. They help us with unusual business challenges just because they’re curious about how these problems get solved, too.” - Maura Ginty, CMO, One2Team

In addition to impact on revenue, our work also tracks marketing’s influence on and effectiveness in reaching key target audience groups—answering questions like:

Which channel is driving the most engagement from target accounts?What content or ad creative performs best for those accounts?

Learn more about how we measure account based marketing reach for One2Team on the Clearbit Blog.