Data-driven personalisation
drives 7x marketing ROI
on LinkedIn
Gorgias is a helpdesk designed for e-commerce stores. It enables stores to provide multi-channel customer service from a single app, unifying all conversations to deliver a truly customer-centric experience. As a company whose claim to startup fame is the technology fuelling its product, it comes as no surprise that Gorgias’ marketing efforts are entirely data-driven.
Gorgias maximises LinkedIn’s precise targeting capabilities through integrations with data activation platform Hightouch.io and revenue attribution platform Dreamdata. These all connect back to its own data warehouse, where it tracks over 20 different buying intent signals to target the right audience, at the right time, with the right message.
Results
In 2021, Gorgias generated a pipeline worth 7x its marketing investment on LinkedIn by driving high quality conversions in the form of demos and trials.
Conversation Ads were its best-performing direct response format, peaking at close to 80% open rate and 60% Lead Gen Form submission rate.
“By combining our own data with LinkedIn’s via partner integrations, we’re able to monitor a range of buying intent signals and launch highly personalised campaigns to the right audiences at precisely the right time. Doing so enabled us to build a sales pipeline worth 7x our marketing spend in 2021. The power of digital marketing lies in data, which is why we’re always looking to hire marketers with strong technical skills.”
Maxime Sutra
Growth Marketing & Demand Generation Manager
Gorgias
LinkedIn’s first-party data helps you target the audiences that matter to your business
Challenge
• To drive pipeline by precisely targeting prospective buyers (e-commerce merchants) through highly personalised direct response campaigns
• To seed long-term demand by retargeting and nurturing warm audiences with brand and product awareness content
Solution
• Integrated LinkedIn Campaign Manager with Hightouch.io, a data activation platform and Dreamdata, a revenue attribution platform, and its own data warehouse
• Tracked 20+ buying intent signals to determine audiences’ readiness level and automatically trigger a marketing campaign with highly personalised messages delivered as Conversation Ads
• Served brand messages, product awareness content and customer stories to nurture top-funnel audiences
• Monitored account penetration and engagement rate to assess when prospects are ready to move down the funnel
Success Factors
1. Data-driven personalisation
Gorgias combined its own data with LinkedIn’s to create Custom Segments for targeting. These precise audiences were served Conversation Ads with highly personalised messages based on buying intent signals. This contributed to open rates that peaked at close to 80% and Lead Gen Form submission rates that reached 60%.
2. Partner and API integrations
Integrating its data warehouse with LinkedIn Campaign Manager, and Hightouch.io allowed Gorgias to create automated marketing flows based on buying intent signals. Leads generated from LinkedIn were connected with Dreamdata, a revenue attribution platform, to track the lead journey and assess marketing’s contribution to the business.
Turn high-intent audiences on LinkedIn into high-quality leads for your business.
Gorgias builds a multi-channel helpdesk integrated with e-commerce merchants' back-office. It allows merchants to manage all their support from one place. It connects all business apps and all communication channels to provide support agents a unified view of their customers. It sets auto-responses to common customer requests. Gorgias helps merchants leverage support as a way to increase sales. View company page.
Headquarters: California, USA | No. of Employees: 201 - 500 | Industry: Computer Software