44% increase in qualified conversions

TextAnywhere

Transforming B2B demand in a saturated messaging software market.

Background

TextAnywhere has been delivering robust, secure, and enterprise-ready SMS communication solutions since 2002. Their core focus, B2B messaging has enabled them to develop a market-leading platform trusted by organisations needing fast, compliant, and cost-effective communications.

But the competitive landscape has shifted. Messaging providers are proliferating. Customer acquisition costs are rising. And standing out in a commoditised market requires more than just visibility, it demands precision, insight, and operational excellence.

After years of collaborating on paid and organic strategy, TextAnywhere turned to us to evolve their approach, to increase acquisition, improve ROI, and reduce spend without compromising growth.

With Google’s ever-changing algorithms, tighter privacy regulations, and rising CPCs in the telecoms and SaaS sectors, the task was complex.

The Challenge.

Improve Wastage

Reduce media spend across channels without sacrificing lead volume.

Budget efficiency and channel effectiveness

Improve cost-efficiency and reduce CPA across acquisition touchpoints.

Relevant Audience Engagement

Drive high-intent B2B traffic, filtering out consumer or low-value SME inquiries.

Strategic Thinking

Adapt strategy to align with changing client behaviours and keyword trends.

Scalability and growth

Build a sustainable Go-To-Market infrastructure that could scale intelligently.

Our Approach: Driving efficiencies through a strong GTM strategy

This wasn’t about chasing clicks, it was about building a high-performing engine that consistently delivered qualified leads to sales.

Evolving the Go To Market Strategy
Data-Driven Performance Analysis
Precision Targeting with LinkedIn & Google
Onsite & SEO-Led Conversion Optimisation
Continuous Experimentation and Testing
“Digital Clarity has completely overhauled our online presence.”
Nick Payne 
Managing Director

Key Strategic Components

1. Evolving the Go To Market Strategy

Over our 8-year partnership with TextAnywhere, we’ve continuously adapted the growth strategy in response to evolving user behaviour, channel dynamics, and product positioning.

Rather than treating Paid and Organic as siloed disciplines, we developed an integrated acquisition framework, unifying campaign structures, aligning messaging across channels, and ensuring insights from one stream informed the other.

2. Data-Driven Performance Analysis

We deployed a comprehensive data architecture, enabling visibility on:

Lead quality (not just volume)
Attribution across conversion paths
Keyword-level performance by segment and intent
Conversion outcomes across different user journeys

These insights informed campaign restructuring decisions, landing page iterations, and content strategies, helping us eliminate waste and focus on what delivered ROI.

3. Precision Targeting with LinkedIn & Google

Knowing that the value lies in business buyers, not consumers, we honed in on decision-makers through a segmented, multi-channel approach:

LinkedIn campaigns targeted by industry, company size, and job function
Search campaigns focused on high-commercial-intent terms, with negative keyword strategies to remove irrelevant traffic
Custom audience building based on CRM insights, prior engagement, and firmographic data
We also overhauled the ad structure to align with business-specific use cases: appointment reminders, crisis alerts, internal comms—helping drive relevance and response.
4. Onsite & SEO-Led Conversion Optimisation

We worked closely with TextAnywhere’s content and development teams to optimise the site around B2B intent:

Conversion paths were simplified for business users
Landing pages were tailored to high-performing segments
Onsite SEO improvements aligned with commercial keyword themes
Content strategy was adjusted to support organic growth across core industry use cases

These updates not only boosted SEO rankings but also improved Paid Media quality scores, reducing overall cost per click and driving better positioning.

5. Continuous Experimentation and Testing

Performance wasn’t left to chance. We conducted rigorous, ongoing testing across:

Ad copy variants (enterprise tone vs. broad appeal)
Landing page layouts and messaging
Regional keyword trends and campaign localisation
Bidding strategies and device targeting

This iterative testing culture meant we were always learning and always improving.

Results

Over the first 12 months of this phase of optimisation, we delivered a step-change in performance, without increasing spend.

This wasn’t short-term growth, it was long-term, cost-efficient acquisition at scale.

TextAnywhere now benefits from a repeatable and scalable demand generation system, built on 8 years of partnership and underpinned by an intelligent, data-first approach.

12% reduction in overall media spend
44% increase in qualified conversions
9.8% increase in relevant paid traffic
59% uplift in SEO-driven organic traffic
Improved lead-to-sale ratios and higher-value engagements

 44% increase in qualified conversions

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