Creating an outsized impact for a CAD software business.
Buildings take years to construct, but designing them can take just as long. Getting everything to specification is a challenging and complex job in and of itself.
THE CHALLENGE
Bricsys is a global technology company that drives this process through its family of computer-aided design (CAD) products. However, a significant obstacle between Bricys and their target customers was a software giant that has long dominated the CAD market.
Working with a challenger company like Bricsys meant we had to think sharper, work smarter, and always look for opportunities to ‘take the space between the gorilla’s toes’.
Paid search
We took on management of Bricsys paid search campaigns across Google, Bing and Yahoo, covering 50+ countries each with specific regional ambitions and cultural nuances in the buying journey.
Organic search
With thousands of pages and over 50 regional variants of their website, we had to undertake a significant technical SEO challenge whilst also developing a holistic search approach to support our paid efforts, developing new content hubs to support key topics around ‘CAD software.
Customer journey & UX
With a complex download and e-commerce journey, we looked to map out the entire end to end digital journey and identify key opportunities for improvement, bringing incremental conversion improvements throughout the journey – from lead conversion through to detailed email nurture programmes.
What we did
We quickly implemented a number of changes that had an immediate effect on the impact of the digital marketing campaign. A broad campaign restructure sat at the core of this by changing the priority for search keywords to focus on those that sat towards the lower funnel and diversifying other channels to drive search demand.
This is the first step in a broader roadmap for Bricsys, with plans to start campaigning on key niches within the engineering, architecture and design spaces to build volume while also implementing a stronger focus on conversion levers and landing pages to enhance campaign performance.
This change has laid the foundation for a sizeable expansion of the campaign, with a focus on increasing the top-of-funnel tactics to drive increased lower-funnel purchase intent.
Transmission is simply full of good people with more than a dash of marketing wizardry. A group of highly skilled marketing healers that have provided much-needed relief to our bloated CPAs and shrinking lead volume. It pays to have the wizards on your side.
Mike Colombo
Head of Marketing,
Bricsys
RESULTS
85%
improvement in the CPA for paid search & display campaigns.
150%
increase in leads year-on-year
240%
increase in clicks year-on-year
We enjoy what we do
And we don’t mind saying we’re good at it.
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