How we doubled Xentral's conversion rates
While cutting MQL acquisition costs by 80%
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80%
2x
PPC
conversion rate
Lower cost per MQL
17%
Higher MQL > SQL rate
Challenges
Xentral is the one-stop-shop for growing online vendors. Their intuitive ERP platform replaces manual spreadsheets with end-to-end workflow automation – including sales, inventory management, and order fulfillment.
Since 2008, they've gradually become a mainstay of the German startup scene.
- HQ in Augsburg, Germany
- 200+ employees
- 1,500+ customers
- 750 million valuation
Visit their website to learn more.
The Solution
We optimised existing paid acquisition campaigns, scaled up spend, and expanded to new channels. In-depth customer research allowed us to write compelling, user-focused copy, and continual experimentation sent conversions on an upward trajectory.
The Situation
With $75 million raised in their Series B and the backing of big names like Sequoia Capital, Xentral were ready to expand beyond their stronghold in the DACH region. To hit the ground running, they started the search for a PPC & CRO partner to handle paid acquisition in the UK and US.
"Finding the right agency was difficult: we needed growth marketing, PPC and CRO, a B2B SaaS focus, and a proven track record in the UK. After being been burned by agencies in the past, we were wary. Todd won us over from the very start."
Remon, Head of Performance
Expand to international markets and generating brand awareness
Low market maturity and non-existent brand awareness
Turn PPC into a viable growth channel and scaling up spend
Few PPC agencies can handle fast-paced, scale-up SaaS growth
Develop a deeper understanding of their ideal customers
No familiarity or customer research in English-speaking markets
Find message-market fit and clarify their value proposition
Complex, ever-evolving product and numerous ICPs
Continually grow conversions with CRO and experimentation
Lack of structured, data-driven process for conversion optimisation
Deeply understand the company, the product and customers.
Two months of onboarding and research to catch us up to speed.
• Took product demos and interviewed the sales team
• Analysed website messaging and on-site experience
• Interviewed customers, employees, and external partners
• Reviewed ICPs and user personas
• Compared competitor value propositions and offerings
Campaign auditing, tracking and measurement
• Analysed LTV and activation rates and created market specific targets (CPA’s) reverse engineered from LTV
• Fixed GA setup/tracking issues and low-hanging fruit for optimisation
• Uncovered opportunities to improve campaign structure and targeting
• Identified low-relevance keywords and generic messaging as conversion-killers
Deeply understand the company, the product and customers.
•Two months of onboarding and research to catch us up to speed.
• Took product demos and interviewed the sales team
• Analysed website messaging and on-site experience
• Interviewed customers, employees, and external partners
• Reviewed ICPs and user personas
• Compared competitor value propositions and offerings
• Channel selection and prioritization
• Media plan with data backed targets
• Measurement infrastructure
• Initial 6-8 week roadmap - broken out by week
PPC strategy development
We helped scale paid acquisition, find message-market fit, and optimise their conversions with testing and experimentation.
Xentral is the world's first ERP designed for eCommerce SMEs.
Goals
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Deeply understand the company, the product and customers.
From generic, descriptive content to emotionally-resonant messaging tailored their ICPs.
• Interviews, surveys, and polls for vivid customer stories
• Message mining revealed customer Motivations, Pain Points and Anxieties
• Created dozens of conversion-optimised landing pages to connect with specific pains and desires
• Responsive ad copy to ensure messaging match
Copywriting & message-market fit
Copywriting & message-market fit
Deeply understand the company, the product and customers.
•Two months of onboarding and research to catch us up to speed.
• Took product demos and interviewed the sales team
• Analysed website messaging and on-site experience
• Interviewed customers, employees, and external partners
• Reviewed ICPs and user personas
• Compared competitor value propositions and offerings
Data-backed testing across all touchpoints, campaigns and channels.
• Experimentation ideation, ranking, and road map
• Ad message testing & Landing page A/B testing
• Centralised documentation of results and monthly reports
• Exploratory campaigns to gauge interest (new channels/segments)
• Ongoing copy, design and UX optimisation
Continuous experimentation & CRO
Deeply understand the company, the product and customers.
•Two months of onboarding and research to catch us up to speed.
• Took product demos and interviewed the sales team
• Analysed website messaging and on-site experience
• Interviewed customers, employees, and external partners
• Reviewed ICPs and user personas
• Compared competitor value propositions and offerings
• High-intent keywords - Added 100 new keywords to capture demand
• SKAGs (Single Keyword Ad Groups) to increase Google ad account efficiency
• Responsive ads
• LinkedIn demand gen campaigns to grow Xentral's brand awareness
Campaign execution
"Beyond campaign performance, the sales team is very happy with the quality of leads they're getting. We were so impressed by Zita that we gave her the US account, and by the landing page copy and design that we decided to redo our entire site to match the calibre of work."
Remon de Muijnck
Head of Performance, xentral
