Constructor Technology, an all-in-one science, research, and education platform, provides a full suite of applications, consulting and services to make scientists, researchers, administrators, and educators more effective and efficient.
The company aimed to expand its brand visibility to reach a diverse target audience and generate a larger volume of leads. To hit pipeline goals, it wanted to attract high-quality buyers to increase conversions and lower acquisition costs.
Constructor Technology claimed its profile on the Gartner Digital Markets platform to introduce its software in the market and build brand credibility.
Evgeniia Ustinova, performance marketing team leader at Constructor Technology, said, “As a new player in the industry, it’s important to establish a presence on software review sites like Capterra, GetApp, and Software Advice. They are an important part of the buyer journey and are a great channel to build brand awareness and trust.”
Soon after claiming its profile, the company began getting customer reviews that helped establish credibility among buyers and build its online reputation. Ustinova explained, “Buyers want to hear from existing users so reviews are essential to capture their attention. Additionally, we’ve seen reviews can help differentiate our product from competitors by highlighting strengths and key features.”
By getting reviews, Constructor Technology earned embeddable star-rating badges to showcase on its website and other marketing materials. “Capterra badges instill buyer trust. We have leveraged them beyond our profile as a social proof element to boost our credibility,” highlighted Ustinova.
Beyond reviews and other social proof content, creating a compelling product profile on the Gartner Digital Markets platform has had a positive impact on its SEO and brand visibility. Ustinova noted, “We have seen better performance on search engine rankings and overall online presence since being listed on Capterra, GetApp, and Software Advice, as we benefit from their popularity and domain authority.”
To maximize brand exposure and drive targeted traffic to its website, Constructor Technology upgraded to a Sponsored Profile and launched Pay-Per-Click (PPC) campaigns with Gartner Digital Markets.
The company targeted the education sector and launched campaigns across multiple countries, with a focus on North America, Western Europe, Singapore, and Hong Kong. Ustinova noted, “Having the capability to target our audience by location is key to expanding our reach. On other paid channels we only target a few countries but Gartner Digital Markets allows us to connect with high-intent buyers worldwide.”
Ustinova added, “I found the bidding experience on our Gartner Digital Markets account very easy to navigate. Not only are we able to set up campaigns by country and by category, but we can see the estimated number of clicks we will receive, the leads we will probably generate, and the cost, based on our bidding.”
Constructor Technology’s goal for PPC campaigns was twofold. Firstly, increase brand awareness with Sponsored Profiles being displayed prominently across Gartner Digital Markets’ buyer destination sites. Secondly, drive traffic to its website and generate leads. “By being at the top of the category, we have higher visibility and a larger volume of clicks, meaning buyers that are actively looking for our type of software are visiting our pages and considering our brand,” said Ustinova.
Buyers landing on the Constructor Technology website from Capterra, GetApp, and Software Advice showed a higher likelihood of filling out its demo request form and converting into leads. Ustinova explained, “Compared to other lead generation channels in which we are heavily spending, the cost per lead (CPL) with Gartner Digital Markets is 50% lower.”
Connecting with higher intent buyers helped Constructor Technology move leads down the funnel faster. In fact, 14% of the leads generated with Gartner Digital Markets convert into opportunities. Ustinova highlighted, “The conversion rates at the demo stage are great because the quality of the leads is very high.” Additionally, the cost per opportunity was 2.5x lower than other channels.
With campaigns that achieve higher conversion rates and a lower cost per acquisition, Constructor Technology has successfully fueled its pipeline growth. Ustinova stated, “10% of the pipeline we generated in the past year was attributed to Gartner Digital Markets. We see positive ROI from our PPC campaigns with a 50% return on ad spend.”
Software Category:
Learning Management System
Products:
Profiles, Lead Generation
Gartner Digital Markets is extremely valuable to our brand awareness and lead generation efforts. We see increased product visibility on the platform and also in SERPs, and are able to attract global buyers with high purchase intent at a very affordable cost.
Evgeniia Ustinova
Performance Marketing Team Leader, Constructor TechnologyLaunch lead generation campaigns that convert active buyers where they are searching for software.
