Zendesk Leverages Multi-Touch Attribution Technology to Scale Quality Leads

By implementing Convertro, Zendesk was able to increase qualified leads by 63% after measuring and optimizing display impressions with Convertro.

The Client
Zendesk is a cloud-based customer service platform. It is designed to be easy to use, easy to customize, and easy to scale. Frustrated with the state of enterprise customer service software in 2007, three Danish entrepreneurs sought out to create beautifully simple software that could change how any company interacted with its customers. Today more than 40,000 companies use Zendesk to provide service to millions of people worldwide.

The Problem
As a business-to-business, subscription-based company, Zendesk was especially limited by traditional, last-click-based marketing measurement since its customers tend to research the market for weeks before signing up with the service, interacting with multiple sources of marketing. The company felt that it had no visibility into this multitude of interactions without an infinite look- back window into all users’ touchpoints. Furthermore, the impact of display ads was simply impossible to measure without determining the effectiveness of ad impressions, and Zendesk wanted to calculate the true cost per lead to inform a data-driven marketing strategy across all media channels. To calculate true cost per lead (CPL), measuring web sign-ups was not sufficient; Zendesk needed to understand what marketing efforts drove the most profitable customers.

The Solution
Zendesk adopted Convertro in April 2013 to measure and optimize its advertising efforts using algorithmic multi-touch attribution. Convertro’s unique automated API integration with Salesforce allowed Zendesk to see nearly instantaneous results that helped the marketing team focus on the channels that were driving quality prospects instead of just web leads. This increased visibility into how advertising impacted low-funnel activities allowed the company to save money by cutting campaigns that generated leads but not conversions, and lift sales by combining the display and search campaigns that delivered the highest conversion rates.

Convertro data explained the correlation between display impressions and branded search, and gave Zendesk the confidence to double its investment in the display channel, allowing for optimization toward lead quality, not just quantity. In the words of Michelle Carranza, Zendesk online advertising manager: “With Convertro I can identify strong influencers within display and my CPL programs. I can pull levers on partners that help influence and fill the funnel. Convertro data helps make the right decisions when it comes to maximizing qualified leads. For example, I was able to increase qualified leads from one partner by 63% month over month.”

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Zendesk also used Convertro to segment customers and identify the partners that were generating the most profitable deals. With this information, the marketing team was able to target the right audience. In one month after making adjustments, they saw a 38% increase in mid-market qualified leads. Convertro’s granular reporting helped Zendesk grow sales by optimizing across channels, while scaling its paid search and display campaigns.

Additionally, Zendesk recently adopted Convertro’s offline attribution capabilities to measure TV and radio advertising with the same accuracy and customer-centric approach of digital channels.

"Convertro gives us the greatest visibility into what’s driving leads that will convert into customers. Before, we had to resort to landing pages and gated content just to track where leads were coming from. The Convertro dashboard is the source of truth we use every day to optimize our campaigns looking at the big picture."
Brad Morris, Director of marketing operations and analytics, Zendesk