Case Study: TeamworkIQ

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TeamworkIQ is the fastest and easiest way automate recurring business processes, repeatable workflows, and procedural checklists. Simply outline who needs to do what as you would in a document. TeamworkIQ turns the outline into a fully automated and ready-to-use workflow.

The San Francisco, California based team had been developing the app and contacted us to help develop an online presence and marketing strategy to recruit beta customers ahead of launch.

What Was the Problem?

When TeamworkIQ contacted us, they wanted to develop a combined strategy that would help them recruit Beta customers before launch and understand customer acquisition economics of SEO and PPC campaigns ahead of launch. The data from those experiments would then be used to further inform the strategies for increased activities on launch.

TeamworkIQ say: “Our challenge was two-fold: we wanted to validate some potential marketing strategies, and we also wanted to test and launch our product.

“ ran a campaign that helped us identify a variety of terms that our target market would use to locate a product like ours. They quantified that collection and found that the top 10% of keywords were meeting the customer acquisition targets.

“They also set up Google Analytics and helped with SEO and creating a framework for the site, such as landing pages, that worked in concert with our advertising but also worked off of organic search terms. The site is constantly evolving in terms of content as well as strategy, and novi is producing blog posts that we want to syndicate into social media.”

How Did We Resolve It?

Having demonstrated that the PPC campaign we’d built was effective (producing a conversion rate of 8% cost-effectively), we paused it ahead of the launch to save the client money. We focused on a blog-driven content strategy. The blogs we produced would all reference ‘influencers’ in the field of project management, team productivity, and process management. The goal was to draw TeamworkIQ into the field’s main conversation, establishing trust with potential clients and developing interest ahead of launch.

We continued our keyword research, examining the performance of PPC search terms, allowing us to refine and improve the paused campaign.

TeamworkIQ say: Some of the terms they identified perform at 4%–6%, where industry average is normally 1%–2%. They found ways to get the traction we wanted, like click through rates and sign-up conversion.

Plus, they achieved those numbers at a fraction of the average cost by focusing on a combination of keywords instead of just individual ones… novi’s strategy achieved volume at a lower than average cost.”

What Were the Outcomes?

As the launch approaches, TeamworkIQ’s site is performing strongly organically. 23% of organic visitors sign up!

Content production has shifted from the blogging strategy described earlier to develop strong landing pages which will support the improved PPC campaign on its reactivation.

These pages are built for PPC. They will drive visitor engagement and provide PPC anchors with a high Quality Score. Doing this reduces the cost of each individual click, allowing a PPC campaign to reach more potential customers for the same budget. It also makes visitors more likely to become customers.

We’re ready to support the launch effectively.

TeamworkIQ say: Their ability to make informed decisions based on data is absolutely vital to our success. Before we hired them, we had a few different keyword ideas, but their research revealed that the market wasn’t thinking like we were. novi helped us see those trends in the data and made positive recommendations that steered us in the right direction.

Their business is set up so that their success is aligned with our success. They make more profit when we do, so it really feels like they want what’s best for us…  it makes me confident that they know what we need to succeed.”

What’s Next?

Once the product launches, we’ll be reactivating the PPC campaign, and continuing to refine it to provide improved performance. Our bid management strategy is cost-effective, and we continue to develop new landing pages to provide high Quality Score anchors, bringing down the price of each click.

We continue to research trends in the business world which TeamworkIQ might be able to take advantage of. We keep a clear focus on the topics key influencers in the field are discussing, and our competition review also flags up new opportunities.

We’ve developed a strategy to build online outreach through the same influencers TeamworkIQ’s blog already provides interaction with.

Using Google Analytics, we’ll be able to provide our client with feedback on how their product is being used. We’ll be able to identify any feature which is received even better than expected and immediately adjust strategy to market it.

Ongoing content production will focus on the individual features our research shows customers are most interested in. We’ll be able to diversify this to support new features as the app’s capabilities are expanded.

TeamworkIQ say: “Before we even hired them, novi helped us adjust our original business plan, and we appreciated their data-driven approach and focus on results, so we hired them.”

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