Introduction
In today’s fragmented digital landscape, reaching the right audience takes more than a single-channel approach. For Workiva’s Evergreen Campaigns, the key wasn’t just creating great messaging but ensuring it reached audiences at the right moment, on the right platform, with the right message. A sound multi-channel strategy allowed us to build a cohesive customer journey that was as seamless as it was impactful.
In this blog, I’ll break down how we leveraged Paid Search, LinkedIn Ads, and YouTube to create a unified experience that amplified our “chairs to cares” messaging strategy.
Why Multi-Channel Matters
A strong single-channel approach can provide short-term gains, but it lacks the depth and versatility needed to engage today’s B2B buyers. Each channel in our strategy plays a unique role in the customer journey:
- LinkedIn for precise, professional targeting and thought leadership throughout the funnel.
- Paid search for capturing high-intent, in-market Google searches at the bottom of the funnel.
- YouTube for building awareness and providing social proof.
When these marketing channels work together, they create consistent, tailored touchpoints that guide prospects from initial awareness to final decision-making. For Workiva, this multi-channel approach ensured our “cares” messaging resonated across every stage of the funnel.
The Role of LinkedIn: Where Conversations Begin
LinkedIn was the backbone of our Evergreen Campaign. With its precise targeting capabilities, we crafted persona-specific content that directly addressed our audience’s challenges. For example:
- Zero-Click Content: Posts that provide educational value and industry insights without asking users to leave the platform. This built trust and established Workiva as a thought leader.
- Retargeting: We used sequential messaging to engage users who interacted with zero-click content or certain pages on the Workiva site, gradually introducing relevant solutions for their role.
One standout campaign targeted auditors. The first post addressed their concerns directly (“Regulatory compliance can feel like a moving target”), while follow-ups demonstrated how Workiva’s platform could streamline the auditing process. This method not only drove ad engagement but also instilled confidence in Workiva’s ability to address real-world challenges.
Paid Search: Capturing Intent
Google Search campaigns allowed us to meet prospects where they were actively seeking solutions. By focusing on high-intent keywords related to our audience’s challenges, we captured their attention at critical moments. Key tactics included:
- Challenge-Based Ad Copy: Instead of generic copy, we used language in ad copy descriptions that directly addressed pain points, like “Struggling to keep up with regulatory changes?”
- Landing Page Alignment: Ad clicks led to dedicated landing pages that expanded on the “cares” messaging, ensuring a cohesive experience.
This channel proved especially effective for personas like auditors, who were often searching for immediate solutions to compliance challenges.
YouTube: Making an Emotional Connection
YouTube added a human touch to the campaign. With video content, we could explain Workiva’s value proposition in a way that was engaging and memorable. Our strategy included:
- Customer Story Videos: These videos provided testimonials directly from Workiva clients expressing how the platform simplified their internal processes.
- Retargeting: YouTube ads were served to users who had previously visited industry-specific pages on the Workiva site, allowing us to present a video tailored to their role. This ensured the platform was introduced with the right context and credibility.
Iteration and Optimization: The Key to Success
What set this campaign apart wasn’t just the multi-channel approach—it was our commitment to consistent reporting and iteration. Bi-weekly check-ins allowed us to keep a pulse on campaign performance and evaluate any changes from the previous period. Some of our primary optimization focuses included:
- Refining ad copy and creative assets based on engagement data.
- Improving audience segments through placement or title exclusions.
- Updating content based on pipeline performance data.
- Reallocating budgets to prioritize channels, campaigns, or content, delivering the best ROI.
Results: The Power of Multi-Channel Marketing
As we continued to expand and evolve the Evergreen campaigns, we’ve seen some outstanding results in 2024 compared to 2023:
- +122% increase in Sales Accepted Leads (SALs)
- +167% increase in Qualified Opportunities
- +263% increase in Qualified Opportunity Value
- -47% reduction in Cost per Qualified Opportunity
- +86% increase in Closed Won value
- Note: These increases all outpace the 41% YoY increase in ad spend, indicating efficiency as the campaign scaled.
The integration of these channels ensured that Workiva’s audience experienced a cohesive, impactful journey—a critical factor in achieving the campaign’s record-breaking metrics.
Lessons Learned: Crafting a Unified Strategy
Here are the key takeaways from our multi-channel approach:
- Each Channel Has a Role: Understand how each platform fits into the larger strategy and use them accordingly.
- Consistency Is Key: Align messaging and creative across channels to create a seamless customer experience.
- Test and Learn: Regular reviews and adjustments are essential for maximizing impact.
Conclusion: A Blueprint for Success
The Workiva Evergreen Campaign demonstrates the transformative power of a well-executed multi-channel strategy. By meeting audiences where they were and aligning every touchpoint with their “cares,” we created a campaign that didn’t just drive results—it set a new standard for what B2B marketing can achieve.
Stay tuned for our last installment in this series as we dive into the critical lessons learned and how continuous iteration drove not only record-breaking results but also a roadmap for long-term growth.
