For fast-growing SaaS start-up Karbon, paid media is a vital cog in their marketing machine, driving brand recognition, building pipeline, and growing revenue.
Director of Performance Marketing Tiffany Thain explains: “Paid media is vital for any ambitious SaaS business. Your potential customers are going online to search for solutions like yours, so it’s essential that your brand is visible in that market.”
Heightened expectations on ad performance
Like most B2B SaaS businesses, Karbon’s investors and senior executives have high expectations about the level of pipeline and revenue their digital advertising budget should achieve.
It was down to Tiffany to ensure every dollar spent on paid media counted. But even with her exceptional and rounded skill-set, it wasn’t easy to attribute ads platform data and spend to pipeline and down-funnel metrics.
As Tiffany explains, “With digital spend, it can be really challenging to tie it directly to a conversion. We were looking at platform data and also at our own data, and trying to make a decision on which campaigns we should continue to invest in and apply more budget. You’re trying to take two black boxes and make your best-educated guess, so you’re never fully confident in what the data’s telling you.”
Hiring specialists to boost their market share
In a highly competitive sector, standing still wasn’t an option. Karbon decided to bring onboard external specialists to help optimize their paid media performance, help them unmistakably land in their market, and maximize brand recognition and revenue.