Aircall
+
Bulldozer
Saas
Growth
Paid marketing
SEO
Data & AI

Strategic optimization and marketing actions

The company

Aircall, is a French start-up, which has revolutionized the business telephony sector by offering an entirely cloud-based call center solution. Founded in 2014, Aircall quickly gained popularity thanks to its innovative approach and intuitive platform. By eliminating the need for a costly and complex traditional phone system, Aircall has enabled businesses of all sizes to benefit from a high-quality voice communication service, accessible from anywhere and at lower cost.

Challenge & Objective

Aircall faced several challenges:

  • Many questions about the effectiveness of their marketing campaigns.
  • Evaluate, challenge and refine their current strategy.
  • Optimize current and future marketing actions.

The main objective was to provide in-depth analysis and strategic recommendations to improve the performance of their marketing campaigns, while helping to prioritize initiatives.

I didn't know about the collective model before working with Bulldozer, and I was pleasantly surprised by the quality of the rendering. Rarely have I seen such quality from traditional agencies. The audit went beyond traditional channels, integrating SEO, data and activation bricks. We were well guided through the process and the understanding of our needs was excellent.

Yannick Marlot
-
Sr. Manager, Global Performance Marketing

The team

Kélian Devanlay
Paid Media Expert
Pierre-André Patry
SEO expert
Matt Ramo
Data & Analytics
Enguerrand Chalvon Demersay
Co-founder

Strategy

To meet these needs, Bulldozer has implemented the following strategies:

  • Competitor audit and benchmark: A detailed comparative analysis to position Aircall in relation to its competitors.
  • SEO and paid advertising: Development of an SEO roadmap and advertising campaigns on Google Ads, Meta (Facebook), and LinkedIn.
  • Analysis of existing campaigns: Assessment of current performance and identification of areas for improvement.
  • Website optimization and data analysis: review website and data for more accurate and actionable insights.
  • Data analysis and improvement of lead follow-up processes.
No items found.

Learning

Paid acquisition

  • Stop tracking conversions of leads with fewer than 10 employees, and optimize the algorithm only for leads with value.
  • Define target / max CAC per conversion / per campaign.
  • Maximize conversions on all campaigns to increase volume, then apply a target CPL 10% below current costs per campaign.
  • For campaigns with sufficient volume (trial/demo) over the last 20 days (15 minimum), move on to the opportunity created (then qualified, then won).
  • For campaigns with sufficient volume to qualify, switch to maximizing conversion value with a ROAS objective to optimize value.

LinkedIn

Despite fairly decent CPCs on the platform, the idea is to abandon off-platform redirection.

  • These low CPCs can be explained by the fact that we ask the algorithm to optimize on page view, and not on conversion, which would significantly increase our CPCs.
  • We see full optimization on installation conversions at campaign level, giving us very high real demo/trial request costs.

Tracking

  • Configure GTM in server mode to feed GA4 and conversions not directly linked to Salesforce.

Reporting

  • Develop end-to-end conversion tunnel reporting.
  • Develop channel-specific reporting to ensure better control.
  • Develop understanding of user paths (sources / multi-touch / etc.).

CRM

  • Set up workflows/automations OR solid modeling in DWH to enable the creation of reliable analyses by marketing teams.

Etc.

Results

The results of this collaboration have given Aircall access to :

  • Fast, relevant insights to activate the right marketing levers
  • An in-depth data analysis has enabled us to enhance the value of our actions for other internal teams, as well as to improve existing processes.
  • Roadmap for prioritizing marketing actions.
  • More skilled processes and autonomy in managing priorities.

In conclusion, the assignment with Bulldozer enabled Aircall to clarify and optimize its marketing priorities, while reinforcing the quality and efficiency of its internal processes.

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100M€+ Generated
300+ Clients
100+ Talents
Cutting-edge Growth Marketing
100M€+ Generated
300+ Clients
100+ Talents
Cutting-edge Growth Marketing