Over Dapper – The Demand Agency

About 

Online Payment Platform revolutionizes payment services by addressing the most significant challenges faced by marketplaces and platforms. Their rich history and deep understanding of the pain points in the market inspired them to establish the company and transform the user experience. Today, their solutions serve hundreds of clients and cater to hundreds of millions users globally, setting the standard for seamless and efficient payment journeys.

Challenge 

Starting from scratch

Before partnering with Dapper, Online Payment Platform had not engaged in any marketing activities before. Since the company aimed to grow significantly in the upcoming years, they were looking for new ways to grow in clientele. That is why they started looking for a growth agency to help them.

Approach 

Becoming niche famous

Dapper suggested a demand generation and capture strategy and investing resources to let Online Payment Platform become niche famous within their market.

In order to reach this goal, Dapper started creating monthly videos with Subject Matter Experts (SMEs) working at Online Payment Platform. The content is tailored for each region, taking into account the language spoken and the most prominent struggles within that market. Additionally, Dapper guides the SMEs in becoming thought leader in each of these regions by creating organic content on LinkedIn.

Next to demand generation, Dapper optimized the advertising structure across various platforms. For Google ads, these optimizations have led to a consistent influx of leads. On LinkedIn, ads are running containing the created videos, posts written by the SMEs and motion design videos. The best-performing campaigns boast click-through rates exceeding 11%.

About 

Bluebird is a specialised recruitment agency in the Software as a Service (SaaS) sector, founded in 2020. What sets Bluebird apart is its unique approach: all of their consultants have first-hand experience in the roles they recruit for. This means they have former marketers helping their customers hire marketers, sales hire sales and engineers hire engineers. They help SaaS companies with both commercial and technical roles. Operating from offices in Amsterdam and Sydney, Bluebird serves SaaS companies globally, positioning itself as a trusted partner of 300+ SaaS companies.

Challenge 

Minimal ROI from marketing

Before partnering with Dapper, Bluebird had worked with several marketing agencies, none of which yielded satisfactory results. Despite investing in multiple Google Ads campaigns, they struggled to generate leads and were not advised to explore alternative content formats also. With most clients acquired through referrals, there was minimal ROI from marketing efforts. The goal for Dapper was clear: Generate leads for Bluebird’s sales team.

Approach 

Capturing existing demand, boosting brand awareness, and driving demand within the SaaS market.

We restructured Bluebird’s Google Ads campaigns to better capture existing demand. This involved extensive keyword research, A/B testing of ad creatives, and optimising landing pages to increase conversion rates. The revamped campaigns were designed to reach high-intent prospects actively searching for recruitment services in the SaaS industry.

Recognising the potential for thought leadership within Bluebird’s team, we developed a content strategy to position them as industry authorities. We onboarded 14 LinkedIn thought leaders from Bluebird and equipped them to post weekly from their LinkedIn accounts. These posts were designed to share valuable insights, industry trends, and expert opinions, effectively positioning Bluebird as a thought leader in the SaaS recruitment space.

The awareness content we produced together, with expert input from Bluebird and content production by Dapper, included thought leader posts, SEO blogs, videos, and carousels. They aimed to funnel prospects towards mid- and bottom-of-the-funnel content like banner ads and testimonials. This comprehensive strategy guided prospects through the buyer’s journey, leveraging demand generation methods to drive tangible results for Bluebird.

About 

Logitech is mostly known as an international manufacturer of B2C IT hardware. But the multinational is also a frontrunner in the B2B market for video collaboration. From boardrooms to living rooms and huddle spaces – Logitech provides businesses with a complete ecosystem of video conferencing hardware and software.

Challenge

Spread awareness for logitech’s solutions

The pandemic has changed the work environment for many people. It seems that the hybrid workplace is becoming the standard in many offices. In those hybrid workplaces, some employees work in the office, while others do this remotely. With Logitech’s solutions, it becomes easier for many companies to set up an effective hybrid workplace. In essence, Logitech’s service allows people and teams to work better together from anywhere without compromising on quality, productivity, or creativity.

As more businesses are implementing a hybrid working strategy, an increase in the hybrid working hard- and software providers can be observed. For Logitech, it is crucial to be top-of-mind for those businesses looking to upgrade their workplace environment. We help Logitech to spread awareness and generate leads for hybrid solutions by creating and launching paid social media campaigns. We aim to acquire both MQLs and SQLs.

Approach

Creating a full-funnel strategy

We started working with Logitech in the summer of 2021 and since then our relationship has only gotten stronger! We are continuously running and launching new campaigns and helping with the improvement of existing ones. Apart from these awareness campaigns, we’re currently working on a full-funnel strategy that helps potential leads engage with Logitech throughout every stage of the marketing funnel. Here are several activities we currently perform for Logitech:

• LinkedIn advertising experiments with lead magnets such as white papers and checklists
• Creation of new blogs to publish on Logitech’s website and share on social media
• Organic boosting experiments on LinkedIn
• Promotion of video animations created by our designer

In addition, we help realize paid social media campaigns for several resellers of Logitech hard- and software.

About 

FOCUS-ON is a collaboration between SAMSON and KROHNE. Their goal is to improve factories and make them ready for the future with advanced technology. FOCUS-ON produces smart meter valves, called FOCUS-1, that aim to help factories reach their full potential by simplifying and optimizing their process loop enhancing their reliability and efficiency.

Challenge

Resistance from potential customers

The process industry is a very conventional industry that is slow at adopting new innovative ideas and devices. Additionally, it is sometimes necessary for a plant to partially or completely shut down its operations to replace the traditional setup with the FOCUS-1 device. This results in a lot of resistance from companies to try the FOCUS-1.

Approach 

Demand generation

Since the plant industry is highly conventional and slow to adopt new technologies, Dapper proposed a demand generation strategy. This strategy aims to keep the company visible and top-of-mind with the relevant target audience, ultimately achieving niche fame over the long term.

To achieve this, Dapper created a content calendar for the creation of case studies, blogs, videos, and thought leader posts. Each week, Dapper and FOCUS-ON would create new content which got uploaded organically on LinkedIn and the website. We also used the thought leadership post for paid advertising on LinkedIn to reach a relevant target audience.

On top of this, we planned monthly video shoots with a Subject Matter Expert (SME) to create short thought leader videos which also got posted organically on LinkedIn and pushed through paid channels.

Besides a Demand Generation strategy, we also started with a Demand Capture strategy to capture any demand that was already coming from the market. For this we set up Google ads campaigns with relevant search keywords.

About 

Sustainable Capital Group is a sustainable finance company for mid-market organizations that assist green financiers, impact investors and organisations in achieving their sustainability and financing objectives. For organisations, they operate in three phases. First, their financial analysts assess whether the plan, project or business is eligible for financing. Then, they determine the most suitable financing possibilities. Thereafter, they realise the necessary financing by matching the organisation to their growing network of green financiers and impact investors. In parallel, their sustainability experts assess whether the organisation complies with European regulations and standards. For impact investors and green financiers, they provide EU Taxonomy-compliant investment opportunities.

Challenge

Lack of exposure

SCG faced significant challenges when we began working together. They lacked content and relied solely on existing networks. Our mission was clear: boost their brand exposure and revamp their marketing strategy. After a successful rebranding, they needed to break free from their shell and make waves in their niche.

Approach  

Boosting the brand

Our approach was multifaceted. First, we transformed their Subject Matter Experts into Thought Leaders on LinkedIn. By guiding them in posting engaging content, we boosted their engagement by an impressive 51%.

Next, we established a blog on their website. Regularly publishing SEO-optimized content not only enhanced their online presence but also resulted in a remarkable threefold increase in organic traffic.

To streamline their prospect journey and capture leads effectively, we designed a conversion rate optimization (CRO) proof landing page, and we launched email outreach campaigns to nurture their ICPs.

Challenge 

Building a demand generation and capture strategy

The main challenge was to build an effective demand generation and capture engine through value-led content creation and distribution.

Approach 

Value-led content generation and distribution

We’ve introduced a new marketing system that focuses on high-quality content creation in their areas of expertise. Based on the input of their Subject-Matter Experts (more senior employees), we produced demand-gen videos, SEO-friendly blogs, and thought leadership content.

To better distribute this value-driven content, we optimized Storyteq’s LinkedIn advertising strategy and set up a thought leadership program in which SMEs share organic content via their personal LinkedIn accounts. This way, the content effectively reaches their Ideal Customer Profile’s niche.

Lastly, we conducted CRO audits to enhance the effectiveness of their landing pages in driving conversions.