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ChemCloud, are an Australian B2B SaaS startup digitising raw material procurement. Manufacturers use ChemCloud to find raw materials for their formulations, from cleaning products to automotive products, and even food products.
ChemCloud Co-Founder Hector Williamson came to us with a clear customer profile –
“One of our hypotheses was that most procurement people when they run short of raw materials, and their current supplier can't find it, they will turn to Google. And they will look for specific objects - they Google a material name supplier, or suppliers.”
“And we want to make sure that we were appearing first in all those searches, because we can often help customers in that instance. We didn't have any SEO or SEM expertise in the team, so we turned to Atlas.”
“We had been dabbling with Google ads, and had some success, but we just knew we weren't catching all the leads we needed to.”
Our team at Atlas saw an opportunity to disrupt a stale chemical supply industry and capitalise on low competition chemical supply/chemical name keywords.
There had been some minimal google ads activity and despite the lack of tracking, there was a feeling it was already helpful in driving leads based on lead volumes while activity was live.
We implemented best practice Google Ads setup, integrated tracking with their custom CRM to allow them to measure success, and validated GAds as a channel.
“Within a couple of months [Atlas] doubled then tripled the number of customers coming through and it meant that our payback period on the ads was at a really good level. So between three to six months, we'd see payback.”
Hector Williamson
CEO
The impact of our PPC and search engine optimisation was immediately apparent:
Although we initially found success across chemical product searches, a CRM integration allowed us to identify that there was a higher percentage of lower quality leads coming from these keywords, so we made the necessary optimisations. This helped validate what keywords were most effective, and proved the value of a complete tracking setup and CRM integration.
Hector says,
“We've got a lot of good leads, even multinational type companies were clicking on our ads and have started sourcing with us.”
As an early stage CEO, Hector was looking for a high trust model. Atlas’s Senior Growth Marketer, Justin Reti took the lead -
“[Justin’s] got a big picture view of how things should happen. But he's also on top of the details. So he was not only looking at how we should structure our ads in a more strategic level, but then tactically was kind of monitoring the performance of certain campaigns, and then was just switching them based on the data without me having to say anything, he was just doing it, which is exactly what we're after. We would never be able to find someone like Justin to work on our ads apart from through an agency like Atlas,” says Hector.
“The fact that they're a start up themselves, they can understand what a startup is going through.”
ChemCloud are a B2B SaaS marketplace serving the chemical sourcing industry
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“Atlas have consistently surpassed conversion goals especially over the last six months where at times we've exceeded targets by up to 140%. A big part of this is thanks to Atlas having a solid understanding of our goals and supporting our growth objectives.”
Jillian Whitmore
Growth Marketing Manager
“They understood what our stage of SaaS business needed. Our brand was really strong and our awareness was high. We had spent a lot of time building that brand, creating really strong foundations, but what we really needed to do was convert. They knew what we had to do to get there. It's been really seamless. We were meeting our targets within three months of onboarding them.”
Bianca Evans
Head of Marketing
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