Ambassify Increases Qualified Leads by 25% With Gartner Digital Markets

Initially, Ambassify created a profile on Gartner Digital Markets’ sites—Capterra, GetApp and Software Advice—to increase its reach and boost its credibility in the market.

Maxim Baeten, who leads performance marketing at Ambassify, explained, "Our target audience is mostly social media managers. They are digitally savvy and do their research online. It's very important for us to have a strong presence on well-known software comparison platforms, like Capterra, to be perceived as a trusted brand and be able to capture in-market buyers."  

By being listed in multiple software categories related to employee advocacy, the company was able to explore different messaging approaches, define its ideal customer profile, and set the foundation of its product positioning. "We learned which categories best suited our product, and how to effectively position Ambassify with an optimized product profile to attract our target audience," said Baeten.

With an optimized profile, Ambassify saw an opportunity to scale its lead generation strategy and launched Pay-Per-Click (PPC) campaigns to drive more bottom-of-funnel leads and increase demo bookings. "The traffic we get from Gartner Digital Markets is highly targeted and ready-to-buy. This means higher conversions for demo requests," explained Baeten.

And as part of its brand-building strategy, Ambassify sourced reviews for submittal on Gartner Digital Markets' sites, which helped the young company build credibility in the market.

Since launching lead generation campaigns in 2019, Ambassify considers Gartner Digital Markets an essential part of its global marketing strategy. The company receives traffic from the U.K., France, Germany, and Benelux. "Gartner Digital Markets’ localized sites are a great advantage for companies targeting niche or small markets. I like the flexibility to set different bids or cost-per-click for each country we are targeting. We tested other local providers and we didn't get the same kind of lead volume and quality."

With a strong local market strategy driven by in-language reviews and landing pages, Ambassify stated it was able to generate high-converting leads at up to 3x lower cost compared to other channels. 

But a lower cost per lead was only part of the company's success. Ambassify was able to increase the volume of qualified leads it could send to its sales team. Baeten noted, "Since adding Gartner Digital Markets to our channel mix, we've seen a 25% increase in marketing-qualified leads (MQLs). These are leads that we confidently pass to our sales team because they are high-intent and will more likely increase our opportunity win rate."

By integrating Gartner Digital Markets’ PPC campaigns with its installed CRM, Ambassify continues to track and attribute every lead back to its source. Baeten's team compares results across channels to monitor ROI and adjust its strategy. Baeten shared, "We keep investing in Gartner Digital Markets because we keep seeing positive ROI."