Obility is a b2b internet marketing company focused on helping its clients track and improve online campaign performance from click to sale. Obility offers SEO, SEM, social advertising, and landing page optimization to companies looking to increase lead quality and revenue from online demand generation programs.
Obility's client, Xactly, is a leading software-as-a-service provider specializing in industry leading incentive compensation systems. Xactly’s award-winning compensation automation systems allow companies to design data-driven sales incentive programs that motivate employees to succeed.
Obility created and deployed over 50 custom tightly-targeted landing pages specific to individual ad groups resulting in higher conversion rates and better lead quality. Using ion has cut landing page creation and approval time from 14+ days to no more than 2 days.
Potential Xactly customers tend to employ a wide variety of search terms when looking into compensation automation and researching vendors. This necessitates highly granular campaigns and ad groups in paid search, which in turn calls for a large number of tightly-targeted landing pages. Creating so many pages represented a considerable expenditure of time and internal resources for Xactly. Developing new pages for new marketing offers and making changes to existing pages for optimization purposes was a time-consuming process.
Xactly’s sales processes require that a considerable amount of data from all PPC leads be captured and passed into Marketo—an ion integrated solution and their marketing automation platform. When creating landing pages by conventional methods, this would add another layer of complexity, requiring a customized form for each page.
– Nick Herinckx CEO, Obility Consulting, Inc.