Vida Health is an online and virtual care platform that offers personalized health coaching and therapy programs tailored to each individual patient's’ needs and health goals, all through an easy-to-use mobile app and website.
Vida has two target audiences: a B2B target focusing on HR decision-makers who purchase Vida for their employees, and a B2B2C target focusing on driving up demand and engagement from the employees using Vida’s health programs. With these diverse targets and aggressive growth goals, Vida’s marketing team needed a marketing agency to partner with them in both advertising strategy and execution.
Vida knew how to reach their audiences but needed to discover the ideal combinations of messaging, content offerings, content types, and imagery that would resonate and drive growth—all tackling sensitive and regulated topics like obesity, mental health, and chronic disease.
The first step was to explore Vida’s audience research and add to it with 97th Floor’s persona and buyer journey discovery process.
Next, we launched into a rigid experimentation phase, A/B testing every possible combination of message, image, and CTA—letting hard results drive each next step.
Finally, we created a series of infographics, illustrations, and content offerings to support our advertising campaigns.
Over the course of a 6-month period—thanks to our rigorous experimentation process—97th Floor’s ad campaigns helped Vida generate significant increases in leads (up 255 leads from previous period), while lowering the average cost-per lead by 22.56%, thanks to 25.79% increase in conversion rates.
Ilumio is a cybersecurity company known for its micro-segmentation solutions, offering network security against cyber threats. Their innovative technology helps organizations effectively secure their network infrastructure.
When ilumio came to 97th Floor, they ranking for less than 4,000 total keywords with only 264 of those keywords holding a first-page ranking. Addressing this limitation became a primary focus to enhance Illumio's online visibility and reach.
Audits identified keyword cannibalization issues on Illumio's site. 97th Floor's top priority was eliminating these competing pages to enhance organic traffic.
The next step involved optimizing pages targeting keywords with strong baseline rankings and high search volume. Additional audits and keyword research informed content re-optimization, internal linking, and site structure changes.
After only one year of working together, Illumio was ranking for 9,671 total keywords, with 812 keywords on the first page.
"Choosing 97th Floor has been an unwavering decision for me since working with them at Algorithmia. Their consistent commitment to innovation, unparalleled expertise, and a results-driven approach (focusing on leads and bottom line performance) make 97th Floor not just an agency but a strategic partner for SEO and Paid Advertising. Their dedication to exceeding expectations is why I choose to continue this impactful journey with them, time and time again." – Jonah-Kai Hancock Vice President of Demand Generation
Hiya is the developer of a caller identification application designed to offer a better phone experience to mobile users worldwide. The company's services identify unknown numbers and automatically block scam and spam threats across the globe, enabling users to stay protected and block unwanted calls.
Hiya came to 97th Floor as a startup shortly after they had received series A funding. While Hiya had a stronghold in the consumer market, they needed help developing a lead generation strategy for their new B2B product offering.
97th Floor’s initial audit revealed that existing LinkedIn Ad campaigns were inefficient due to a lack of persona-specific ads and content. Two campaign types - one based on job title and another targeting specific companies- were blended together, prohibiting Hiya from speaking directly to one persona or the other. The generic, broad ads couldn’t cut through the noise to reach end users. We took the following actions:
Within 5 months of re-launching ads, the Hiya and 97th Floor teams recorded the company’s highest-ever B2B Marketing Qualified Lead (MQL) volume, highest-ever Sales Accepted Leads (SAL) rate, and lowest-ever Cost Per Conversion.
