Case Study: Situm Indoor Positioning
Securing New Clients for a Tech Startup with Global Reach
Case Study: Situm Indoor Positioning
Securing New Clients for a Tech Startup with Global Reach
Situm
Securing New Clients for a Tech Startup with Global Reach
Situm
Securing New Clients for a Tech Startup with Global Reach
CONTEXT
Founded in 2015, Situm Indoor Positioning has established itself as a global leader in indoor location technologies, specializing in solutions for the orientation and supervision of work teams. Its patented algorithm allows precise location of mobile devices in enclosed spaces with minimal infrastructure.
With a presence in more than 70 countries and thousands of buildings equipped with its technology, Situm has earned the trust of renowned companies such as AENA, Acciona, Quirónsalud, Ferrovial, and Securitas to implement their cutting-edge solutions.
THE CHALLENGE
Situm hired Fáktica to expand its customer base through online advertising worldwide.
The goal was to generate high-quality leads, at a cost that would guarantee the profitability of the investment.
Situm operates in a highly competitive market, where European and North American companies aggressively bid for leads through Google Ads and LinkedIn Ads.
CONTEXT
Founded in 2015, Situm Indoor Positioning has established itself as a global leader in indoor location technologies, specializing in solutions for the orientation and supervision of work teams. Its patented algorithm allows precise location of mobile devices in enclosed spaces with minimal infrastructure.
With a presence in more than 70 countries and thousands of buildings equipped with its technology, Situm has earned the trust of renowned companies such as AENA, Acciona, Quirónsalud, Ferrovial, and Securitas to implement their cutting-edge solutions.
THE CHALLENGE
Situm hired Fáktica to expand its customer base through online advertising worldwide.
The goal was to generate high-quality leads, at a cost that would guarantee the profitability of the investment.
Situm operates in a highly competitive market, where European and North American companies aggressively bid for leads through Google Ads and LinkedIn Ads.
The key to our strategy:
aligning marketing goals with those of Situm
Objective: maximize the benefits for Situm
Analysis of the financial performance of the leads
With a limited budget in Google Ads and Linkedin Ads to be distributed among dozens of countries that are potential markets for Situm, our team conducted a historical analysis of the conversion rates and the profits generated by Situm’s current clients (Lifetime value). This approach revealed differences in value between leads from different countries, allowing for a more efficient allocation of resources and a significant increase in campaign performance
Automation Technology to Maximize Profits
Based on this analysis, we configured Situm’s campaigns in Google Ads using the Net Margin Maximization technology developed by Fáktica Analytics.
This software allows assigning a different value to each lead based on the country of origin, taking into account the acquisition cost, online and offline conversion rates, and the historical profit generated by similar clients.
Based on this data, our algorithm automatically manages the investment in each country, calculating and updating in real time the optimal balance point between lead volume and the unit cost of them. In this way, we manage to optimize Situm’s profit throughout the entire customer life cycle.
Visibility on the Financial Performance of Advertising
We created a dashboard that allows Situm’s team to know the operational data (new leads, geographic distribution, cost of campaigns…) and the expected profitability of all leads.
This ensures that the investments in online marketing are aligned with Situm’s financial and growth objectives, even when the majority are still being handled by the sales team.
The key to our strategy:
aligning marketing goals with those of Situm
Objective: maximize the benefits for Situm
We decided that the success indicator of the campaigns would be the maximization of Situm’s profits associated with the new clients acquired. To achieve this, we integrated data on conversion rate and the Lifetime value of new clients.
Analysis of the financial performance of the leads
With a limited budget in Google Ads and Linkedin Ads to be distributed among dozens of countries that are potential markets for Situm, our team conducted a historical analysis of the conversion rates and the profits generated by Situm’s current clients (Lifetime value). This approach revealed differences in value between leads from different countries, allowing for a more efficient allocation of resources and a significant increase in campaign performance
Automation Technology to Maximize Profits
Visibility on the Financial Performance of Advertising
We created a dashboard that allows Situm’s team to know the operational data (new leads, geographic distribution, cost of campaigns…) and the expected profitability of all leads.
This ensures that the investments in online marketing are aligned with Situm’s financial and growth objectives, even when the majority are still being handled by the sales team.
Results
- The campaigns already achieved profits by the end of the second month.
- By the sixth month, the profit tripled the advertising investment. A few months later, the ROI was above 4.
- Situm is obtaining hundreds of quality leads for its sales team, with a high percentage turning into proposals.
