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12AM Agency · Project account

Form.io: revisiting acquisition as buyer needs changed

Form.io came to us looking to improve its paid acquisition while addressing rising costs and relatively flat conversions. Its platform serves developers building form-based business applications, making the buyer’s technical context important to the campaign.

We installed conversion tracking, revisited buyer assumptions, and adjusted geographic budget allocation as market conditions changed.

Establishing a measurement foundation

Conversion tracking was an early part of our work with Form.io. We put that measurement foundation in place to obtain more useful information for campaign analysis and subsequent account decisions.

Working with the client as conditions changed

During the COVID-19 disruption, we strengthened communication with the client and examined whether the existing campaign approach still matched the situation. We reviewed buyer assumptions and the messaging used to address them. A technical platform can serve organizations with different needs. The campaign discussion therefore needed to connect account information with the business context Form.io supplied.

Reviewing geography and allocation

We examined locations and changed the allocation of budget across campaigns. The work included pulling back activity considered less useful under the circumstances and looking for other opportunities within the account.

Geography and allocation were part of a broader review rather than standalone decisions detached from the buyer and message.

Connecting analysis with action

The program brought together tracking, client communication, audience review, and campaign changes. Measurement supplied account information, while conversations with the business helped us interpret what mattered as conditions changed.

Explore PPC management and B2B SEO for the current service discussions.

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