40% user increase, 2x organic traffic & higher quality ICP-aligned leads

The Client

Crown Workforce Management provides workforce management solutions to large enterprises and complex organisations, focusing on industries with intricate shift patterns, time and attendance tracking, and compliance needs.

They serve sectors such as manufacturing, pharmaceuticals, transport, logistics, and emergency services, helping businesses streamline operations, enhance workforce visibility, and ensure compliance.

The Challenge

Before working with Rocket SaaS, Crown faced challenges in lead generation and conversion. Their ad campaigns were underperforming, lead quality was often lacking, and the website was not performing well, with many visitors leaving without engaging.

While Crown had a talented internal marketing team and a solid inbound strategy, they needed external support to enhance their lead generation and conversion.

Our Solution

Rocket SaaS worked with Crown’s marketing team to prioritise high-value lead generation, focusing on quality SQLs over quantity MQLs. This shift involved optimising their website to serve as a conversion engine, rather than just a brochure site. Along with this, social ads, a data-driven approach to LinkedIn advertising, and retargeting campaigns were launched to engage more qualified leads.

Website conversion rate optimisation (CRO)

We executed a complete website CRO overhaul, with refreshed product visuals and clearer messaging across 42 pages, including product, service, sector pages, case studies, and the homepage. This provided a more seamless, professional user experience that aligned with Crown’s refined value proposition.

Using custom product designs, we focused on showcasing the software in a more appealing and engaging way, resulting in more demos booked.

LinkedIn Ads campaigns and retargeting funnel

We implemented sector-specific LinkedIn campaign funnels, driving to similarly niche landing pages across key industries, to make the marketing efforts more targeted and personalised. This approach ensured that messaging resonated with each sector’s unique needs, improving engagement and increasing conversions.

These campaigns, alongside a joined-up approach to thought leadership content, were crucial for re-engaging prospects, giving them multiple touch points across the brand, which is a critical element of any buyer journey.

HubSpot optimisation

We helped Crown optimise their HubSpot usage by identifying automation opportunities to reduce manual work, particularly around data entry and lead management. By leveraging 6sense intent signals, we aligned marketing and sales workflows, automating actions and follow-ups for more timely engagement. We also tailored dashboards for each Sales Hub seat, ensuring role-specific views and high-level campaign performance tracking. Additionally, we implemented a data cleansing and standardisation approach, ensuring accurate, consistent data for better reporting and decision-making.

Lead quality focus

We doubled organic traffic through a combination of strategic SEO improvements and targeted ad campaigns. On the SEO side, we optimised Crown’s website with sector-specific content and enhanced keyword targeting, improving search visibility and driving more relevant traffic.

Additionally, we ran highly targeted ads across LinkedIn, ensuring the right audience was reached, and combined these efforts with retargeting strategies to engage users at various stages of the buyer’s journey. This dual approach significantly boosted both the volume and quality of ICP-fit leads.