Group 1 – Inno ONE
Shopware

Case study: Shopware - predictable pipeline and better lead quality with demand generation

63% lower costs per lead and 32% more pipeline despite a smaller budget.

With optimized campaigns, a well thought-out demand generation strategy and hybrid attribution, Shopware has achieved its pipeline goals faster and achieved measurable success.
Shopware case study: Shopware logo on a smartphone screen
Shopware Ag Logo

Company:

Shopware

Industry:

IT

Duration of the cooperation:

Over 5 years

Services:

LinkedIn ads, marketing and sales automation, consulting, creative and video creation, Google ads

63 % lower costs per lead and 30 % more SQLs

Before - the initial situation

Shopware, a leading e-commerce solutions company with over 400 employees, aimed to fill their pipeline with qualified leads. In doing so, they faced several challenges:

  • Unclear lead quality: Previous marketing campaigns generated MQLs, but these were often unqualified and customer acquisition was not scalable.
  • Lack of transparency: It was unclear through which channels demo appointments were booked (LinkedIn, Google, META, Partner or Sales).

The pipeline could not be filled in a predictable manner, which made scaling difficult.

Our solution

We have implemented the following measures to overcome these challenges:

  1. Analysis and optimization of existing campaigns
    • Detailed analysis of the ad account and existing campaigns.
    • New campaign structures and bidding strategies were introduced in order to address target groups more efficiently.
  2. Lead and demand generation via LinkedIn
    • Optimization of lead campaigns to increase the quality and quantity of leads.
    • Introduction of a demand generation strategy: target groups were addressed with content ads and videos to arouse interest and offer added value.
  3. Hybrid attribution for more transparency
    • Introduction of an attribution system that made the performance of the various channels transparent and identified optimization opportunities.
  4. Google demand capture strategy
    • Important keywords were used in a targeted manner to efficiently capture demand and integrate it into the funnel strategy.

Results

“The results speak for themselves.”

  • 63 % lower costs per qualified leadwhile at the same time increasing lead quality.
  • 30% more SQLs and pipeline growth compared to the previous year.
  • pipeline targets achieved – and with 32% less budget than in the previous year.
  • Clarity about the performance of the channels through hybrid attributionwhich further increased the efficiency of the campaigns.

Creative Showcase