Marvelution – Driving 26% Revenue and Growth in 6 Months

Client

Marvelution

Services

Brand Development, Demand Generation, Go-to-market Campaign, Marketing Strategy, Web Experience

25.4%

increase in revenue from Cloud & Data Center licenses

34.4%

increase in evaluations

4.1x

increase in Return on Investment (ROI)

At a glance

Founded in 2015, Marvelution is an Atlassian partner that simplifies the integration of Jenkins with Jira, which helps streamline workflows, save time, and improve efficiency for development teams. Faced with stagnant growth, Marvelution wanted to increase their total evaluations and experiment with paid advertising strategies to drive greater traffic and conversions. Over six months, Brighttail’s targeted campaigns led to a 25.4% increase in revenue, a 34.4% increase in evaluations, and an impressive ROI of 4.1x. This collaboration not only boosted Marvelution’s market positioning but also demonstrated the transformative power of strategic digital marketing, paving the way for sustained growth and success in the competitive Atlassian space.

The challenge

Before engaging with us, Marvelution was grappling with several significant challenges that hindered their growth and market reach. The primary issues they faced included low monthly traffic and a plateau in organic growth. Despite having a presence in the market, they relied heavily on direct, organic search, and referral traffic, which limited their ability to attract new users and expand their audience. This reliance on non-paid channels created a bottleneck, as their organic growth had stagnated, and they were not seeing the increases necessary to sustain long-term success.

Pivoting to paid advertising was the logical next step for Marvelution, but they faced difficulties due to their lack of prior experience in this area. They were concerned about maximizing the value of their ad spend and ensuring effective campaign performance.

That’s when they turned to Brighttail – we would implement effective paid advertising strategies with clearly defined KPIs, such as Clicks to the Marketplace and Try & Buy button clicks, to increase their overall evaluations for 2023 and ultimately drive higher engagement and conversions.

Our strategy
and work

When we began working with Marvelution, we quickly identified a major opportunity: their competitors were not utilizing paid advertising, and there was a wealth of untapped keywords just waiting to be leveraged. This gap presented us with the perfect entry point for launching Google Ad campaigns to capture existing demand and drive significant website traffic.

Our strategy for Marvelution was multifaceted, utilizing several key channels to maximize impact:

We started with Google Search to target individuals actively seeking solutions through specific keywords. This approach was essential for reaching users with a clear intent to find products like Marvelution’s, driving high-quality traffic directly to their Marketplace listings.

Next, we implemented Google Display to retarget past website or Marketplace visitors who had shown interest in Marvelution. By staying visible to these potential customers, we aimed to re-engage them and encourage conversions.

Finally, we turned to Google Video to build a top-of-the-funnel audience for retargeting and increasing brand awareness. This channel allowed us to reach audiences interested in Jenkins and Jira, fostering familiarity with Marvelution and setting the stage for future engagements.

By strategically leveraging these channels, we crafted a comprehensive paid advertising campaign. Our goal was not only to capture immediate demand but also to build a sustainable funnel for ongoing traffic and conversions. This holistic approach ensured that we were driving both short-term results and long-term growth for Marvelution.

The Results

After a six-month engagement with Marvelution, we achieved remarkable results that significantly boosted their business metrics. Our efforts led to a 25.4% increase in revenue from cloud and data center licenses, a 34.4% increase in evaluations, an impressive Return on Ad Spend (ROAS) of 21x, and a Return on Investment (ROI) of 4.1x.

We learned that our advertising campaigns were the primary driver of Marvelution’s success, with 87% of their traffic originating from our ads. Beyond our multifaceted strategy, continuous A/B testing was also a key reason why our ads were so effective. By experimenting with different keywords, landing pages, and creatives, we were able to identify and scale high-performing assets, enhancing the overall performance of the campaign. This iterative process allowed us to refine our approach continually and drive better results for Marvelution.

After helping Marvelution hit their goals, we’re now teaming up for the long run to keep the good times rolling and aim for even more growth.