Written by: CRO:NYX Team
Published: 31 March, 2022
After several months of working with Pillir, we noticed friction in their flywheel at the Awareness Stage of the Buyer's Journey. Pillir’s website visitors immediately saw the values and benefits of using a low-code/no-code platform to improve SAP operations, but either failed to see the risk of inaction or did not have clean visibility into the hidden costs in their budget.
The last thing any CTO or SAP Architect wants is to embark on a lengthy, resource-heavy project unless there is an immediate need. We needed to show them the real financial impact – the technical debt – of maintaining status quo.
From their partnership with ASUG, Pillir knew that far too many companies had no clue how much technical debt they carry in their SAP environment while some were spending up to 50% of their budget on it.
To break through the apathy barrier we challenged the audience directly by asking: Do YOU know how much technical debt you have?
Through a series of 7-10 questions, Pillir can reasonably estimate the range of ERP technical debt for an organization. We built these questions into a self-serve, no obligations online survey that can be completed by anyone at any time.
To implement the technical debt calculator we used:
We built the survey in Typeform to leverage the ability of if/then logic and conditional fields.
The survey is embedded on a HubSpot CMS page but the data collection happens in an iFrame and is stored within Typeform.
When the survey is completed, we package and push the user’s answers to close the data loop, creating a seamless user experience. This is how it works:
With the native integration between Typeform and HubSpot it was easy to push the submission data to HubSpot. The challenge was connecting the sessions so that the current website session was refreshed to show the Typeform submission data for that website visitor. To do so we had to leverage the HubSpot API and an additional, hidden form submission on the Pillir site. This connected the two records and allowed us to complete the personalization association for the current HubSpot CMS visitor session.
“HubSpot calculated properties was our first choice to set the technical debt numbers but it was quickly ruled out as the if/then logic of the form left some of the properties blank and the calculation won’t run. To allow for the unique combination of answers and the data ranges (i.e., $1,000,000 - 1,250,000) we used a HubSpot workflow to set these contact properties based on the form submissions.” ~ Tanya Wigmore, CRO:NYX Digital
This workflow uses if/then branches to run through the different key questions. The branches identify and set the technical debt and debt savings properties on the contact record.
Syncing the sessions, running the workflow and having the personalization tokens trigger needs to happen in 2-5 seconds MAX before someone gets impatient and leaves the page.
We can capture interest with this animation while those steps complete in the background. The page refreshes with the content as soon as it is available (usually within 2-3 seconds).
Within the first month of launch we saw the technical debt calculator drive over 10k sessions and influence over 2k of our existing CRM contacts while creating a spike in new contacts. With the information they provided, Pillir was able to pre-qualify 25% of them. Already, the leads generated via the technical debt calculator are some of the most qualified inbound leads to date.
From the Technical Debt Calculator Campaign
2k Influenced Contacts
Existing Contacts who Re-engaged
25% Qualified Leads
1 of 4 New Contacts is a Qualified Lead
An increase in website sessions with contributions from the technical debt calculator.
Technical debt calculator submissions are more qualified and roughly 1 in 4 have been pre-qualified.
“Our target audience is an advanced techy crowd who is tired of downloading white papers or watching webinars. We were looking for something that will better talk their language, be interactive and provide real-life business value to entice them to move forward in the funnel and consider our solution and the campaign’s success is reflected in the result. CRO:NYX did an excellent job integrating Typeform’s simpler, dynamic and gradually progressing reports with Hubspot CMS & CRM.” ~ Irit Gillath, VP of Marketing, Pillir
Seeing how well the audience engaged with the survey vs gated white papers and webinars has shaped how we will structure future lead gen initiatives. For the user it’s quick, informative and helpful to get personalized data and the sales team receives more insightful information about the lead when it comes in –making their sales conversations more targeted and effective.
Educating contacts on their technical debt created an instant awareness of the problem and an urgency for action for this previously unmotivated audience. This shift in urgency speeds up the sales cycle which leads to increased revenue, faster.
For more information on creating engaging lead gen campaigns for your SaaS company, please contact us.
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