Gliffy is an online diagram editor for creating and sharing flowcharts, network diagrams, floor plans, user interface designs, wireframes, and more. Founded in 2005, Gliffy is the world’s first net-native business graphics application.
Goal
Escalate lead acquisition efforts
Business situation
Among the many activities associated with launching and marketing an enterprise product, deploying post-click landing pages and the nurture funnels that follow them are two of the most essential. After launching their enterprise product, Gliffy needed a better way to create beautifully designed post-click landing pages and nurture prospects. They could no longer wait on developer resources to build and deploy marketing assets, and they needed a solution that integrated with Marketo to create a seamless lead generation flow.
Marketo integration for enterprise marketing
To kick off their move to Instapage, Gliffy A/B tested their new Instapage post-click landing pages against their historic Marketo landing pages and found a drastic improvement in their lead count. Rather than using Marketo for post-click creation, the team positioned the CMS for post-click automation to trigger different nurture campaigns.
Whitepaper campaign generates even more leads
Gliffy also developed a whitepaper explaining how to use their enterprise product for each persona. They used Facebook and LinkedIn advertising and retargeting to drive traffic to their post-click landing pages with the gated whitepaper. Due to the personalized messaging on their post-click landing pages, Gliffy generates more than 50% of their content generation leads from this asset alone.
Results
Because of the blowout results following their enterprise launch, Gliffy now uses Instapage for all of their enterprise marketing efforts:
- 176% increase in overall lead count
- 10% increase in high quality lead submissions
Summation
Gliffy placed Instapage at the center of its enterprise marketing launch and increased both their lead quality and lead count. And using the Marketo integration, the leads generated through their campaigns seamlessly populated into their CMS database for post-conversion nurturing.
Instapage created an environment for us to be able to effectively market to our enterprise audiences. We’re now driving substantial traffic and quality leads via our paid social and content marketing efforts.