ENTERPRISE SAAS / DEMO ACQUISITION CAMPAIGN

ELMO SOFTWARE (NSW)

Australian HR & payroll SaaS provider increasing enterprise demo bookings through ROI-driven landing pages, ABM targeting, and high-value retargeting strategies.

📌 Company Snapshot

Industry: HR & Payroll Cloud Software
Audience: Mid-Market & Enterprise Organisations
Market: Australia
Goal: Increase demo bookings

Long B2B sales cycle
Website feature-focused, not outcome-driven
Low demo form conversion rate
Limited enterprise targeting

🚧 Challenges & 🧠 Strategy

Challenges

High-friction demo booking process
Complex product messaging
Enterprise buyers requiring ROI justification
Underdeveloped retargeting funnel

Strategy

ROI calculator landing page
Case-study focused ad creatives
LinkedIn ABM (Account-Based Marketing)
Retargeting high-value website visitors

⚙️ Execution

ROI calculator implemented to demonstrate business impact

Enterprise-focused case study creatives launched

LinkedIn ABM targeting HR & Finance decision-makers

High-intent retargeting campaigns deployed

📈 Results (9 Months)

Demo bookings: +41%

Sales-qualified leads: +36%

Cost per demo: -29%

Pipeline value: Significantly increased

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