Case Study
Arcanys
Scaling Arcanys with Strategic Multi-Channel Lead Generation and CMO Leadership
Meet Arcanys, a $15 million AUD ($10 million USD) software development and IT team augmentation company based in the Philippines, founded by Frederic Joye and Alan Debonneville. Specializing in augmenting IT teams, particularly in software development, Arcanys faced challenges in generating high-quality leads through digital channels.
Establish a Multi-Channel Lead Generation Strategy
Drive high-quality leads through LinkedIn, Facebook, and Google Ads, targeting a consistent flow of 15 to 40 leads per month.
Provide CMO Leadership and Marketing Oversight
Offer strategic guidance, leadership, and management, including stepping in for the Marketing Manager during maternity leave.
Achieve Revenue
Growth
Support Arcanys’s growth objectives, increasing annual revenue from $10 million USD to $15 million USD by improving lead quality and cost efficiency.
The Story
Driving Revenue Growth
Owendenny Digital’s role encompassed media buying services, landing page development, and the implementation of a robust CMO strategy to align Arcanys’s marketing efforts with their revenue goals.
The Goal
Goals and Measures of Success
Our work with Arcanys focused on creating a sustainable growth framework,
empowering the internal team, and driving measurable results.
Customer Goals:
To increase lead flow, reduce customer acquisition costs, and build an empowered internal marketing team with effective leadership and support.
Measures of Success:
- Achieve a consistent, high-quality lead flow from multiple digital channels.
- Reduce cost per marketing-qualified lead (MQL) and sales-qualified lead (SQL).
- Implement a structured, data-driven approach to drive testing, optimization, and performance transparency.
Target:
To generate 15–40 leads monthly and reduce the cost per SQL from $2,000 to below $150, while enhancing team accountability and capability.
“By integrating strategic media buying, landing page optimization, and a robust CMO-led approach, we empowered Arcanys to significantly enhance lead quality, reduce acquisition costs, and achieve sustainable growth through an internally managed, repeatable lead generation system.”
The Solution
Empowering Internal Capability
Owendenny Digital developed a comprehensive CMO-led strategy that combined media buying services with strategic guidance, leadership, and management.
CMO Strategy, Leadership, and Management
As Fractional CMO, we provided overarching strategic direction and managed all lead generation and marketing efforts. We filled in during the Marketing Manager’s maternity leave, maintaining consistent leadership and ensuring team alignment with Arcanys’s growth goals. Weekly marketing meetings and fortnightly leadership reviews were established, reinforcing a cadence of accountability and progress tracking.
Media Buying and Landing Page Development
- LinkedIn, Facebook, and Google Ads: Managed ad campaigns across multiple channels to diversify lead sources and capture high-quality leads. Our media buying services included a mix of lead magnet promotions and direct bookings, optimized for each platform.
- Dedicated Landing Pages: Developed custom landing pages tailored to each ad channel, maximizing conversions with messaging alignment and clear calls-to-action.
Direct Response Strategy and CRM Integration
- Direct Response Advertising: Implemented a structured testing approach, focusing on ad messaging, creative, and offer variations to enhance performance.
- HubSpot CRM Setup: Introduced HubSpot to centralize marketing data, improving Arcanys’s ability to track campaign performance and make informed budget decisions.
Internal Team Training and Empowerment
Rather than hiring new media buyers, we trained Arcanys’s existing staff on our proprietary digital advertising methods. This included guiding them through best practices, advanced ad management techniques, and establishing frameworks for campaign execution and optimization.
The Results
Empowering Arcanys for Sustainable Growth
Our CMO-led approach yielded significant improvements, optimizing lead generation and building internal capabilities to sustain growth.
- Cost Per Sales-Qualified Lead (SQL) Reduction: Reduced SQL costs from $2,000 to $100, a 95% improvement in acquisition efficiency.
- High-Quality Lead Flow: Consistently generated MQLs for less than $50 each on Facebook and LinkedIn and SQL appointments for under $250, achieving industry-leading cost efficiency.
- Proven Lead Generation Model: Established a repeatable lead generation system that Arcanys could manage independently using its trained, empowered in-house team.
With our strategic oversight and media buying expertise, Arcanys was able to improve lead quality and streamline costs while gaining full control over their marketing operations.
Our Development Process
The Arcanys campaign was a success due to a structured process that emphasized transparency, accountability, and strategic leadership.
Agency and Account Audit
Conducted an audit of existing ad accounts and CRM setup to identify initial gaps and establish clear goals.
Direct Response Strategy and Testing Roadmap
Built a comprehensive testing roadmap to improve ad messaging, creative effectiveness, and offers, optimizing ad performance across channels.
CMO-Led Team Training and Management
Trained Arcanys’s team on our digital advertising methods, enhancing internal capabilities while managing and aligning the team under our CMO guidance during the Marketing Manager’s leave.
Weekly and Fortnightly Review Cadence
Established a cadence of weekly marketing meetings and bi-weekly leadership reviews to maintain accountability, optimize campaigns, and ensure progress aligned with revenue targets.
Lesson Learned
Key Takeaway
Strategic CMO leadership, combined with clear testing and optimization frameworks, can effectively balance team management and campaign success, even amid transitions and staffing changes.
This case study illustrates the transformative impact of strategic leadership in Fractional CMO engagements. Combining media buying expertise with structured, data-driven oversight and internal team empowerment allowed Owendenny Digital to drive significant improvements in lead generation and cost efficiency.
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