CallidusCloud has a highly ranked confirmation page and not much else going for it. The other three components of what should be a well-integrated online marketing program are at the bottom of The Angles Report™ rankings. That gives CallidusCloud an overall ranking of 17 out of 21.
For a company selling marketing-automation software, it seems remarkably unfamiliar with the basics of marketing automation such as unique landing pages with targeted messaging and a well-paced, relevant email communications flow.
Its search program lacks focus; lags behind the average budget of the 21 companies researched; and gets 63 percent fewer clicks than its competitors for a 30 percent higher cost per click.
CallidusCloud has a mix of top-10 keywords, ranging from variations of “lead gen” and “contract management” to “proposal software” and the category keyword, “marketing automation.” More of a focus on the category keyword, with the addition of narrow head terms (e.g., “marketing automation benefits,” “best marketing automation”), would help make the company more competitive in ad position and clicks.
The CallidusCloud text ad for marketing automation is good but not great. (See below.) It includes a benefit and product demo, but there’s no call to action, use of the category keyword in copy to catch the prospect’s eye, or any third party validation.
CallidusCloud spent more on paid search than three of the other four companies in the Angles of Impact™ Losers’ corner. Yet, it gets the dead-last ad position for that investment. It needs to improve its search program and bolster it with an improved online experience for prospects that make that first click. Otherwise, it should just slash its search budget, if not eliminate it.
The CallidusCloud landing page is not a landing page. It’s the company’s home page. (See below.) It’s missing the boat − and more important, data.
To quantify the value of its search program, CallidusCloud should have a unique landing page that 1) aligns with the sales-focused ad just clicked by a prospect and 2) includes an embedded form for data capture. A page with copy focused on equipping sales with qualified leads would make a sales or marketing executive more likely to share contact information – and become a qualified lead.
Put another way, CallidusCloud wasted money. It paid to have prospects click on its ad and leave without getting anything of value in return, like an email address that would trigger marketing automation activities and help move unknown prospects through the pipeline to known, qualified leads.
The Angles Report top-five ranking for the CallidusCloud confirmation page is a welcome surprise, even though it took too much effort to get to it. (See below.) In the absence of a landing page with a form to submit, we clicked the “Learn About Marketing Automation” box on the home page to get someone to contact us.
The page features copy that is relevant, although it references sales effectiveness more than marketing automation. It also attempts to engage a prospect with various links highlighting the benefits of CallidusCloud technology and with a chat app for real-time engagement. Lastly, the visual is goofy enough to incent interest. But, there is no personalization, a basic marketingautomation feature
A personalized email follows, but it took nine minutes to arrive, twice as long as the average of the other companies researched. And, there’s not much there, there. (See below.)
Instead of supplying a link to information about CallidusCloud customers, why not feature them in the copy? Has the company received any industry accolades? Showcase them in the email. This is an opportunity to build engagement − or turn off a prospect. CallidusCloud is doing a better job of the latter with this lackluster copy.
There’s a lot riding on this email. It’s the only one a prospect received. No ongoing email stream. No hustle. No marketing automation at work. Additionally, there is no phone follow-up. Not one call. Lackluster describes CallidusCloud follow-up in general, not just its email copy in particular.