How we helped Fathom achieve a 39.1% increase in qualified trial signups.

39.1%

increase in trial signups

9.7%

decrease in CPA

About Fathom

Fathom is an all-in-one reporting, analysis, and forecasting software for businesses, accountants, and advisors. It combines insightful reporting, fast cash flow forecasting and actionable financial insights into one refreshingly easy business management solution.

The challenge

Fathom wanted to optimize their digital marketing efforts to reduce the Cost Per Acquisition (CPA) and increase the number of trial signups for their platform. Their goal was to improve campaign performance and attract a higher volume of qualified leads from their core regions.

The solution

Hey Digital, a leading marketing agency for B2B SaaS, partnered with Fathom to address their challenges and optimize their marketing strategy. The solution focused on three key areas:

Drive sales pipeline and
revenue for your B2B SaaS

Have strong product-market fit? Get high-quality signups and demos that convert into customers and opportunities—all with paid marketing.

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Campaign Consolidation

Hey Digital implemented a campaign consolidation strategy to streamline Fathom’s marketing efforts. We merged multiple ad groups into a focused structure and created more relevant ad copies, optimized bidding strategies, and allocated resources efficiently.

This approach resulted in improved Click-Through Rates (CTRs), campaign performance, and an increased number of trialists. Additionally, a higher monthly budget allowed for even greater success in driving trial sign-ups.

Bidding Strategy Experimentation

To achieve improved trialist numbers while maintaining a controlled CPA, Hey Digital conducted extensive bidding strategy experiments across Google.

By identifying the bidding strategies that generated the highest conversion rates and lowest CPAs for trialists, we effectively allocated the budget and bid more aggressively on keywords and countries with favorable outcomes.

This ongoing experimentation ensured optimal resource utilization and maximized the acquisition of qualified leads.

Landing Page Optimization

Hey Digital collaborated with the Fathom team to optimize landing pages for their ad campaigns. The dedicated landing pages were updated to provide clear and concise information about Fathom's platform features, benefits, and free trial offering.

This optimization aimed to enhance the user experience and increase trial sign-ups. By maintaining good quality scores and relevance, Hey Digital ensured that the landing pages aligned with campaign objectives and improved overall conversion rates.

Results

Hey Digital's strategic approach and execution led to significant improvements in Fathom's marketing efforts. The optimized campaigns, driven by campaign consolidation, bidding strategy experimentation, and landing page optimization resulted in 39.1% increase in trial signups with 9.7% decrease in CPA.

Fathom experienced increased click-through rates, improved campaign performance, and a higher volume of trialists signing up for their platform. The Cost Per Acquisition was effectively reduced, enabling Fathom to attract more qualified leads from their core regions and fuel business growth.