Platform.sh (cloud hosting solution): Generate leads continuously by structuring a semi-automated lead generation machine

Created in 2015, Platform.sh is a secure, cloud-based platform that allows businesses to effectively build, host, adapt, and secure their sites and applications without having to create and manage basic infrastructure.

Platform.sh, which recently raised $140 million, called on Growth Room to benefit from our support in Growth Ads and Growth Outbound.

The objective of our mission:

• Set up a semi-automated lead generation machine to generate qualified leads on an ongoing basis
• Create and manage effective acquisition campaigns to increase registrations
• Provide the resources necessary for Plateform.sh to facilitate the development of internal teams

We have therefore put in place a Growth strategy using several levers:

• Experimentation and then implementation of a scalable model on Google Ads and Linkedin Ads for the Ads part
• Scraping, database enrichment, cold emailing, warm calls for the Outbound part

Our results:

• 850 decision-makers contacted
• A CPL (cost per lead) reduced by 95%
• +260 qualified leads

Structuring the strategy

We initially composed our strategy around Awareness: the objective was to increase the visibility of Platform.sh so that the brand was anchored in the minds of prospects through:

• Intent campaigns: brand promotion using intent audiences in order to have more precise targeting
• Prospecting campaigns: the aim is to clarify the value proposition of Platform.sh and to generate appointments

A real synergy between the Ads strategy and the Outbound strategy has been put in place in order to generate a maximum of business at Platform.sh.

Ads strategy

The objective of our mission in Ads is to accelerate lead generation in order to supply the Platefom.sh sales teams with qualified leads and to generate as many conversions as possible.

We therefore initially audited existing media campaigns.

What we saw:

Previously launched campaigns offered prospects free trials, which did not allow conversions to be measured effectively.

What we have put in place:

We managed and optimized existing campaigns by offering the various Platform.sh targets the opportunity to book a demo.

This formula allowed Platform.sh to clarify its value proposition and to convert incoming leads more easily.

Google Ads :

Google Ads campaigns were based on intent. The aim is to increase the volume of leads while controlling the cost per lead.

Three campaigns have been launched on Google Ads:

• Search campaign with an intent audience focused on programming languages (PHP, CSS...)
• Search campaign with an intended audience focused on tools with framework approaches (tools or components at the base of a software or an application)
• Retargeting campaign: target people who interacted with Platform.sh but did not book a demo

In order to increase the quality of Google Ads campaigns, we created a specific landing page for each programming language. This allowed us to increase the Quality Score of our Google Ads campaigns and to be even more visible on the search network.

Our Google Ads results over the first period:

• +91 qualified leads
• A CPL (cost per lead) divided by 2

Linkedin Ads:

The objective of Linkedin Ads campaigns is to make Platform.sh known and increase its visibility among various targets:

• CTO
• E-commerce directors
• Key accounts

Linkedin Ads example:

Our Linkedin Ads results over this first period:

• +83 qualified leads
• 95% decrease in CPL (cost per lead)

Continuous reduction in CPL (cost per lead):

Outbound strategy

The strategy implemented in Outbound consists of four main phases:

Phase 1: Define the Platform.sh acquisition strategy based on personas

Initially, we identified priority personas based on quantitative and qualitative data analyses:

• Quantitative data allowed us to identify the most relevant personas based on their business opportunities and their ability to turn into leads.
• Qualitative data allowed us to define the characteristics and main expectations of personas in order to personalize our outgoing communication as much as possible.

This analysis highlighted the levers to be activated according to each personas.

Phase 2: Preparation of the acquisition structure and construction of databases

• Identifying the best data sources in order to create databases qualified for activation
• Selection of the most relevant data sources: Linkedin, directories, sites, to obtain maximum volume
• Scraping the various databases identified previously (Linkedin, Pharow, Welcome to the jungle)
• Enrichment and cleaning of databases to ensure a maximum number of qualified leads

Phase 3: Copywriting and campaign deployment

• Creating personalized emails in collaboration with the Platform.sh teams based on personality elements and adapting them to the tone of the brand
• Launch of campaigns and A/B testing of different approaches in order to achieve maximum efficiency and learning

Phase 4: Analysis of results and iterations

• Analysis of the performance of different campaigns to identify the levers/personas/ approaches that generate the most performances and iterations

Explanatory diagram of the multi-channel strategy implemented for Platform.sh:

Several verticals have been exploited:

• Technology companies: the objective is to target companies that recruit developers and to offer Platform.sh solutions
• DNVB (Digital Native Vertical Brands, brands whose growth is achieved exclusively through the Internet): telephone prospecting was set up to clarify the value proposition of Platform SH
• Major accounts in e-commerce: ultra-personalization of email copywriting sent to decision-makers

Three channels were used:

• Cold Email: channel used to generate notoriety for Platform.sh. The emails have been personalized with very specific messages according to the target.
• Linkedin: this lever was used to increase brand visibility
• Warm call: this channel has been coupled with Cold Email in order to generate new business opportunities

Our Outbound results:

• Around 850 decision-makers contacted
• 53% opening rate for the DNVB vertical (Digital Native Vertical Brands)

After three months of support, we allowed Platform.sh to obtain a solid and effective lead structure.

Our next steps:

• Make the Platform.sh teams autonomous for the future, by training them on the tools and by giving them a Growth mindset
• Replicate media strategy in other markets to increase overall performance

If you also want to test several acquisition levers and set up a scalable lead generation model, do not hesitate to contact us directly on the site Growth Room.