Consistent lead quality builds a profitable pipeline for Templafy

Templafy is one of the fastest-growing tech businesses in Europe, with a software-led solution to the problem of consistent brand communication for larger enterprise businesses, and a marketing challenge to secure quality leads and a profitable opportunity pipeline. When Templafy found itself facing a shortfall in organic search traffic, the business intensified its focus on LinkedIn, generating between 15 and 25 Marketing Qualified Leads (MQLs) per week and converting these into advanced sales opportunities at a rate of 20%.

Templafy’s offer of software solutions to help maintain brand consistency is driving rapid growth, with the business more than doubling in size in the last year. This growth drives a demand for Marketing Qualified Leads (MQLs) among IT and marketing decision-makers at the enterprise-level businesses for which Templafy’s solutions are most relevant. However, it also puts a premium on lead quality, as Templafy’s Traffic Manager and Growth Hacker Casper Emil Rouchmann explains. “I’d far rather have one lead from the right kind of prospect than 100 less relevant ones,” he says. “We’ve struggled to qualify leads from other social media platforms, but LinkedIn stands out for the ability to target the particular functions we are interested in, at businesses of the right size.”

When Templafy found itself facing a shortfall in organic search traffic, Casper therefore turned to LinkedIn to close the gap. “We developed two parallel campaign tracks,” he explains. “We use always-on Sponsored Content that’s designed for brand managers and their supporting IT functions, who will instantly recognise the need we’re talking about. We also run Account-Based Marketing (ABM) activity that’s focused specifically on insurance business. That sector represents a big opportunity for us, because of the large number of documents they produce.”

The LinkedIn campaign had immediate impact, turning what had looked like a low-performing month into one of Templafy’s most successful for lead generation. However, it was the quality of those leads and the sophisticated follow-up strategy that Casper developed, which made the most significant difference.

“We’ve developed a whole automated flow of follow-up emails, which leverage the LinkedIn profile data that we capture with our Lead Gen Forms,” he explains. “We can put prospects into different nurture streams based on their location and function, and make sure we’re reaching out in a personalised way to a marketer in New York, for example.”

LinkedIn data has significantly increased the rate at which Templafy converts leads into sales meetings and active opportunities. Targeting the right prospects from the start has reduced Templafy’s cost per MQL by 55% with personalised follow-ups helping reduce the cost per sales opportunity by 43%. “We’re now converting leads to sales opportunities at a rate of 20% or more,” says Casper. “When we look at the low churn rate for Templafy customers and project monthly revenue over a realistic customer lifecycle, the value of our LinkedIn investment looks very strong indeed.”

About Templafy

Templafy is one of the fastest growing IT companies in Scandinavia and it’s already changing the way large enterprises work with Microsoft Word, PowerPoint, Outlook and Excel.

Our software helps the branding, compliance and IT teams in large enterprises to govern and optimize the way employees create documents, presentations and emails in Microsoft Office and Office 365 applications, making best-practice company content accessible right where employees work.

We've already secured prominent global enterprises, law firms and Big 4 professional services firms as clients (many with over 20,000 employees world-wide) and we continue to expand into new markets.