Helping Qwilr attribute leads across multiple sources
Qwilr is a SaaS company that provides a way to create sales proposals as beautiful, responsive webpages rather than boring PDF’s. They have 70 staff and thousands of customers in over 65 countries.
Multiple lead sources without attribution
Qwilr has both a self-serve and inside-sales acquisition model. Customers can sign up for a free trial and become paying customers through the product, or they can request a demo and purchase through a sales team member.
If a user signs up for a free trial of the product, Qwilr uses Segment to track users' actions and pass the data through to their various backend tools (Amplitude, Intercom, Chartmogul), and they historically relied on Segment’s built-in tracking to capture basic attribution data on the user (I.e. UTM parameters and the referring domain).
But they also have other sources of leads beyond free trials. People can request a demo, download a content piece, attend a webinar, etc. and those leads just go straight into Hubspot CRM from Gravity Forms without ever going through Segment.
These other lead sources accounted for over 30% of their leads, and because they didn’t go through Segment it meant they were getting no attribution data on them.
Furthermore, the attribution data they were getting through Segment was messy. Because it only captures raw information like the referring domain, it’s very difficult to use inside the reporting tools to gain insights.
A good example of this is Organic Search. Google alone has 37 different domains (.com, .com.au, .co.uk) as well as the various domains for Bing, Yahoo, etc. So when they tried to run a report that showed how many signups they got from Organic Search, it was impossible.
Qwilr needed a solution that could provide clean, useable attribution data across all their lead sources.
A single source of truth for attribution
With Attributer, whenever a visitor lands on the Qwilr website they are categorised into a channel (Paid Search, Organic Search, Paid Social, etc) and the data is stored in a cookie in the visitors browser.
If they signup for a free trial of Qwilr, the Attributer data is sent through Segment to their various analytics tools (including Amplitude & Chartmogul).
Alternatively, if the visitor becomes a lead by requesting a demo or downloading a content piece, Attributer writes the attribution information into hidden fields in the lead capture form and it is passed directly into Hubspot via Gravity Forms.
This ultimately means that regardless of whether they are running reports on free trial signups in Amplitude or sales deals closed in Hubspot, they have clean, consistent attribution data they can use to understand where their signups, demo requests, customers & revenue are coming from.
Making informed marketing decisions
Using Attributer has allowed Qwilr to centralise attribution of leads and get clean, consistent attribution data regardless of whether the lead signs up for a free trial, requests a demo or downloads a content piece.
This data has helped Qwilr make informed decisions on many aspects of their marketing, including:
- Understand what Google Ads campaigns are working - Qwilr was working with an agency to run their Google Ads campaigns, and the agency was trying many different things including display ads, dynamic search ads, etc. By using Attributer to pass campaign data into Amplitude and Chartmogul, they were able to see that the Display and Dynamic Search Ads were bringing lots of visitors and free trial signups, but very few were actually converting to customers. As a result, they turned those campaigns off and focused their budget on the search campaigns.
- Understand what content was working - Qwilr has a library of proposal templates inside their product and have created landing pages on their site which rank for terms like ‘marketing proposal template’ or ‘social media proposal template’. These templates were generating a lot of website visitors and accounted for over half of their signups, but by passing landing page data from Attributer into Amplitude they were able to see that the vast majority of these signups didn’t go on to use the product or become customers. As a result, they were able to shift their SEO strategy away from these templates and focus on ranking for more higher-intent keywords like ‘proposal software’
“Attributer gives us clean, structured marketing attribution data across our various lead sources. It’s helped us know what campaigns are working, how certain types of content perform, how our SEO efforts are tracking, and more”
Mark Tanner - Cofounder & Chief Revenue Office, Qwilr
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