Industry
Technology
Challenge
Martus Solutions was in a growth phase and faced challenges with their approach to paid media. Without dedicated in-house expertise or the bandwidth to refine their strategy, their campaigns achieved only modest results.
Results
Orange Marketing helped Martus Solutions diversify their paid media campaigns, leading to increased brand awareness and a significant rise in lead generation, particularly through Linkedin ads.
Services
Paid Media Management
Orange Marketing has not only diversified our Google campaigns, but improved where our ads are being seen. They have helped us set up and target more channels, as well as make use of retargeting ads for brand awareness.
Who is Martus?
Based in Greenville, SC, Martus Solutions simplifies budgeting, reporting, and forecasting for organizations of all sizes with its cloud-based, collaborative platform. Since its founding in 2008, Martus has served over 650 organizations worldwide, offering seamless integration with 20+ ERP and accounting systems, including Sage Intacct, QuickBooks, and Microsoft Dynamics 365 Business Central.
The Challenge
Martus Solutions was experiencing significant growth but faced major obstacles with their paid media strategy. Previously, their approach relied on a single Google campaign and one static LinkedIn ad that ran annually—both operating on autopilot. While they recognized the need to do more, they lacked the internal expertise, bandwidth, and understanding of how to effectively scale their paid media efforts.
Martus needed a strategic partner who could not only implement a more comprehensive approach but also help them understand the goals and processes required for success in paid media.
The Solution
Martus Solutions partnered with Orange Marketing, a HubSpot Diamond Partner, to completely overhaul their paid media efforts. Orange Marketing started by diversifying campaigns across multiple platforms—Google, Bing, AdRoll, LinkedIn, and Facebook—while improving the targeting and messaging of the campaigns across all platforms. Orange Marketing also leveraged Hubspot's integration with those platforms (except for Bing) to improve conversion tracking and attribution.
Key improvements included:
- Platform Diversification: Introducing campaigns on Bing, AdRoll for retargeting, and Facebook to complement Google and LinkedIn ads.
- Targeted Messaging: Shifting from generic, static ads to dynamic campaigns with messaging tailored to specific audience segments.
- Enhanced Calls-to-Action: Incorporating downloadable content into ads to drive higher engagement and attract more top- and middle-funnel leads.
Example paid ads:
The paid media strategy was developed collaboratively, with Orange Marketing guiding Martus through a learning and training process. Orange played a pivotal role in responding to feedback, adjusting campaigns, and ensuring the approach remained agile.
Weekly check-ins provided Martus with robust data and trend analysis, offering insights into seasonality, keyword performance, and campaign effectiveness. These insights allowed Martus to anticipate changes, optimize campaigns, and make data-driven decisions more confidently.
The Results
The partnership with Orange Marketing delivered transformative results:
- Diversified Campaigns: Martus Solutions’ ads now span Google, Bing, AdRoll, LinkedIn, and Facebook, significantly increasing their brand visibility.
- Improved LinkedIn Performance: LinkedIn ads became a standout success, driving substantial volume and proving to be an effective channel for top- and middle-funnel lead generation.
- Higher Quality Results: By shifting from a single, catch-all campaign to multiple, smaller, nuanced campaigns, Martus saw better quality results and improved engagement.
- Actionable Insights: Robust data reporting and analysis enabled Martus to identify trends, anticipate changes, and optimize campaigns with confidence.
“The ads on LinkedIn have been a great way for us to get top- and middle-of-funnel leads. They have actually generated more leads in our system, I think, than the Google Ads. Orange Marketing’s strategic guidance and focus on nuanced, targeted campaigns have completely transformed our paid media efforts.”– Mégan Alba, Marketing Director, Martus Solutions
By transforming their paid media strategy, Martus Solutions not only expanded their reach and improved lead generation but also gained the tools and insights needed to confidently drive continued growth and success.
Achieve Sustainable Growth with Smarter Demand Generation
Whether it’s paid media, campaign optimization, or data-driven strategies, Orange Marketing has the expertise to transform your demand generation efforts. Contact us today to start achieving measurable growth!
