VTEX is a Brazilian multinational technology company focused on cloud commerce, developer of the VTEX Cloud Commerce platform. Currently, it is present in over 25 countries, operating in more than 2,500 online stores, and reaching a Gross Merchandise Value of US$ 2.4 billion.
8x more generated leads
92% decrease in cost per lead
14x increase in click-through rate
GhFly aimed to increase VTEX’s customer base, restructure lead capture strategies and integrate performance media campaigns into the inbound marketing model. Until becoming a GhFly client, all VTEX’s media and inbound strategies were managed internally, but the company’s marketing team began to feel the need to reinvent itself in a new management model with a strategic focus, reducing the need for many executors internal. The logical option was to hire a partner digital performance company to provide scalability to the operation, increasing the technical level of the campaigns and delivering even more results.
The big challenge at that time was to restructure VTEX’s entire communication and performance strategy. The early days of account management required a deep alignment between GhFly’s media and inbound teams and the VTEX team to kick-start the development of inbound and performance strategies.
GhFly’s initial focus remained on managing VTEX’s targeting lists and building new like-audience lists to generate grassroots engagement and bring new users into VTEX’s new landing pages.
We restructured all VTEX Google Ads, Facebook Ads and LinkedIn Ads campaigns, using advanced segmentations with the creation of lists of similar audiences within Facebook, dynamic campaigns according to the stages of the maturity funnel of each platform user, integrating in a way it cycles media campaigns to inbound marketing strategies.
In addition to inbound and performance campaigns, we worked together on the development of the AdWords Calculator, created by the VTEX marketing team. The tool’s objective is to supply the e-commerce market with relevant information and provide access to the financial indicators involved in attracting qualified users, through campaigns on Google Ads.
With increased efficiency in managing Google AdWords, Facebook Ads and LinkedIn, advanced targeting strategies integrating online media with lead nurturing tools such as Hubspot and the development of new lead capture campaigns, GhFly was able to help VTEX to generate eight times more qualified leads and provide greater scalability to inbound marketing and inside sales teams.
In order to increase VTEX’s lead base, the developed landing pages were designed to highlight the call to action that leads to conversion. Seeking to bring an argument that would demonstrate the company as an authority in its segment, the entry of VTEX as the first cloud commerce company in Latin America in the Gartner Magic Quadrant was explored in the creatives, alongside reference companies in technology such as SalesForce, SAP, Oracle and IBM.
Before hiring GhFly, VTEX worked the media within the company itself. The operational flow was entirely based on internal labor. It was then that we came across a model that did not allow us to bring scale to campaigns and generated costs that did not revert to results. We know how important it is to keep an updated team and to invest in training, mainly due to the daily update of the market in which we operate.
Rafael Campos
Head de Inbound Marketing e Inside Sales | VTEXWhen I was looking for a supplier to support us in performance, I looked for a company that would buy the day-to-day fights with me. Today I know that we have more than one supplier, we have a partner that meets all the differentials necessary to achieve results and aggressive goals that we have outlined at VTEX. The active work, with suggestions for innovative ideas, quality deliveries and media actions that are at the forefront of the market, reflects all the results achieved so far. I’m sure it’s just the beginning.
Guilherme Carneiro
Gerente de Inbound Marketing | VTEX
