Services Offered
For many European digital solution providers, especially those specializing in open-source ecosystems like Drupal and Mautic, growth has often followed a pattern of technical excellence and deep community contribution. This approach fostered steady demand, long-term partnerships, and a reputation-driven sales cycle.
But as the market matured—and as products like Drupal 7 approached end-of-life—maintaining that momentum became harder. Dropsolid, a Belgium-based Digital Experience Platform provider with a strong engineering pedigree, found themselves at a critical inflection point. Despite their leadership in open-source and a robust service offering, their Drupal 7 Extended Support solution wasn’t generating qualified demand.
That’s when Dropsolid turned to Axelerant for a full-funnel campaign overhaul—one that would audit, rebuild, and scale their performance marketing with a clearer focus on competitive positioning and pipeline impact.
The Problem
Underperforming Campaigns and Inconsistent Pipeline Growth
Dropsolid, an open-source digital experience platform provider, had valuable offerings like Drupal 7 Extended Support, but was not seeing expected results from their ongoing paid marketing efforts. Their internal campaigns failed to convert leads despite active spend on Google and LinkedIn Ads.
Low Conversion Rates from Paid Media
- Ineffective LinkedIn & Google Ads: Campaigns were live but weren’t producing qualified leads.
- Lack of Targeting Precision: Ad sets were poorly segmented and not optimized for high-intent audience personas.
- Outdated Design and Structure: The main landing page lacked strong CTAs, modern layouts, and trust elements.
- Limited Conversion Tracking: Key user actions were not being tracked, reducing visibility into drop-offs and conversion points.
Strategic Confusion Around Offer Positioning
- No Funnel Differentiation: Their two major offers—Drupal 7 Extended Support and Migration Services were not clearly split in messaging or targeting.
- Misaligned Messaging: Ads lacked urgency, proof points, and contextual relevance, reducing effectiveness in B2B buying cycles.
Previous Agency Underperformance
- Lack of ROI from Partnered Execution: Earlier agency support failed to deliver measurable outcomes.
- Stalled Progression: Campaigns lacked iteration, testing, and strategic support, contributing to stagnation.
The Solution
Full-Funnel Paid Media Strategy with Targeted Creative, CRO, and Campaign Optimization
Axelerant deployed a full-cycle solution, covering everything from audience segmentation to creative development, landing page revamp, and campaign testing.
Audit and Funnel Restructuring
- Comprehensive Campaign Audit: Analyzed Google Ads and LinkedIn performance, surfacing keyword issues, irrelevant targeting, and poor segmentation.
- Funnel Splitting by Intent: Split Drupal support and migration offerings into separate campaigns for clearer value messaging.
Campaign Relaunch with High-Intent Targeting
- Google Ads & LinkedIn Buildout: Created two dedicated campaigns for each offer, using tailored copy, creatives, and targeting criteria.
- Audience Research: Built custom LinkedIn audiences based on job roles, industry, and buyer journey signals.
Landing Page Optimization
- New Page Design: Developed a modern landing page structure with refined CTAs, visual badges, and proof elements.
- Improved User Experience: Focused on fast loading, scannability, and frictionless form fills.
- Tracking Setup: Implemented conversion tracking and analytics events across Google Tag Manager and LinkedIn Insight Tag.
Creative Development and Testing
- Ad Copy Refresh: Wrote new ad sets with specific messaging per persona and funnel stage.
- Visual Assets: Delivered performance-tested creatives (banners, stat-based visuals, and founder-led video assets).
- Continuous Optimization: Regular updates to ad copy and bids based on click and conversion trends.
The Impact
Stronger Pipeline, Higher Campaign Performance, and Measurable ROI
Within weeks of implementation, Dropsolid saw improved campaign performance, better engagement, and early pipeline results.
Qualified Lead Generation
- 5 MQLs Generated: Across both Google Ads and LinkedIn, with 2 confirmed SQLs and 1 in active follow-up.
- $90K Pipeline Impact: Each opportunity carried an average deal size of ~$30K/year.
- Higher Optimization Scores: Google Ads campaigns reached higher ad relevance and quality rankings.
- CTR Improvements: Click-through rates improved compared to baseline campaigns.
Conversion Readiness
- Landing Page Redesign Success: More intuitive layout and stronger CTAs led to improved lead capture.
- Audience Precision: Targeting adjustments helped eliminate irrelevant traffic and increase qualified visits.
Collaborative Client Satisfaction
- Positive Stakeholder Feedback: The CRO provided an NPS score and testimonial validating campaign effectiveness.
- Shifted from Untrackable to Measurable: Conversion events and campaign performance could now be tied to specific messaging and spend.