Looking for a better way: Walkme’s marketing team manually managed hundreds of ad campaigns a month
Performance marketers are often asked to do more with less. Looking for efficiencies is an essential part of the job. The acquisition team at Walkme was no exception. The group was seeing success with LinkedIn ads and wanted to scale campaigns without having to invest additional resources.
The team, which drives around 40 percent of the pipeline for Walkme, also knew its campaign optimization processes were missing opportunities to either shut down poorly performing campaigns or make bigger investments in successful campaigns. Even for a hard-working team, there are only so many hours in a day and sometimes the spreadsheets with performance data wouldn’t get the attention they needed.
The acquisition team at Walkme spends 95 percent of its resources on lead generation. The group was already using the full range of ad types on LinkedIn — from Sponsored Content to Sponsored Messaging to Dynamic Ads and even video for their campaigns aimed at awareness.
Walkme saw success with segmentation to reach targeted audiences based on parameters like title and job function. But with an emphasis on being data-driven and a requirement to prove ROI across as many as 10,000 ads on LinkedIn, representing 100 campaigns a month, the backend manual labor to make it all work proved too much for a team of two.
The answer was to collaborate with LinkedIn marketing partner Sprinklr to design a rule-based system to scale advertising and make reporting easier by integrating with Salesforce, Walkme’s existing CRM solution.