PUBLISHED: Mar 31, 2022

Ruler Analytics Saw a 148% Surge in Inbound Leads by Sharing Pain Point Content

Hazel Kamath
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Ruler Analytics is a leading marketing attribution software that allows marketers to connect data from their leads to their CRM and analytics tools. This allows marketing teams to track every inbound lead and prove their marketing ROI by reporting critical metrics like revenue.

With a mission to fundamentally change the way businesses report on marketing, Ruler Analytics help businesses optimize their campaigns using the power of data and attribution. This helps their clients make informed decisions and boost key metrics like return on investment and return on ad spend. 

The marketing mix modeling software has been leveraging customer-centric content to win qualified leads. Our curiosity to learn how they turbocharged their inbound lead generation strategy through content marketing got us talking to Ian Leadbetter, the co-founder of Ruler Analytics. 

Ian tells us about how content is central to their overall marketing strategy. Sharing organic content that supports customer pain points has helped them attract and retain leads and gain conversions. 

Ruler Analytics Success Highlights

  • High-quality, organic high-intent content is a significant part of Ruler Analytics’ inbound marketing strategy. Their blog content aims at various stages of the sales funnel. 
  • A wealth of informative and educational content that circles around key customer pain points have helped them secure leads, high-quality backlinks, and traffic. 
  • They use Ruler Analytics to filter their content by the number of clicks it receives, compared to the number of leads it generates and the amount of revenue it results in from a first-click basis. This allows them to measure the impact of organic SEO and optimize their campaigns and content. 
  • Besides offering pain point-centric content to their audience, Ruler Analytics invests time in updating content and sharing content in various media types.  
  • The marketing attribution software invests in research by involving its community to share information and their experience. This hugely contributes to their research and stats, thereby earning them high-quality backlinks. 

So, without further ado, let’s get talking to Ian about Ruler Analytics’ success journey. 

Thank you, Ian, for joining us today! We are eager to hear about your professional journey and how you and your team got Ruler Analytics to achieve new heights. 

Can you share a bit about how it all started and your expertise?

I started my career working in pay-per-click advertising on the agency side and I found a clear issue from the get-go. While clients were trusting me to deliver results via PPC, I was struggling to definitively prove the impact of my work as I could only prove the PPC ads were generating leads, as opposed to direct sales. 

Linking PPC leads to sales was difficult and I couldn’t find a cost-effective way to prove my ROI. So, Daniel Reilly and I, co-created Ruler Analytics, a marketing attribution tool designed to support marketers to track, evidence, and optimize their marketing. 

Ruler Analytics started as a solution to a problem I was facing as a marketer myself. I couldn’t definitively prove exactly where leads and sales were coming from or what their interactions with marketing were. I researched solutions and felt there was a gap in the market for a tool that would support businesses of all types and make attribution more accessible. 

Our mission is to fundamentally change how businesses report on their marketing. We want to support them to track, evidence, and optimize their marketing campaigns using attribution.

We put data in people’s hands so they have the power to make informed decisions on how to drive more revenue, not just more leads or clicks. 

We’re always hearing good news stories from our clients. One client of ours told us how their ROAS increased by 23% since using Ruler Analytics. This highlights how data available with Ruler Analytics can be used to drastically optimize paid campaigns, as well as other marketing initiatives. 

What’s been your strategy when promoting Ruler Analytics? 

We’ve always had a strong inbound strategy which has been supplemented by good organic content and rankings. In the last two years, this has skyrocketed thanks to our content marketing strategy. We’ve also increased our inbound lead numbers by 148% in just over a year; largely influenced by organic content. 

We focus on creating content that supports our users’ pain points; we look at information inbound leads share on what problems they want to solve and use that as a basis to create more content. 

We also started creating our own research using our app data. This has been paramount in securing high-quality backlinks and encouraging large amounts of traffic. 

Our content focuses on key pain points we know our customers struggle with. We educate and inform and highlight Ruler – where relevant – as a key solution. 

We use our own tool, Ruler Analytics, to attribute where our leads and sales come from. As a result, we know the majority of our revenue is driven by organic content. Using Ruler,  we can filter our content by the number of clicks it receives, compared to the number of leads it generates and the amount of revenue it results in. 

We have been able to pinpoint which content pieces have worked best at driving new leads and sales. We can then promote these content pieces via other channels to get more results. 

We’re carrying on our focus on content marketing in 2022 but looking to diversify that broad base of traffic we get to other channels.

How do content marketing and SEO fit in Ruler Analytics’s overall brand strategy?

We follow three simple rules for content marketing at Ruler. 

  1. We write high-intent, high-quality content regularly. We aim to write at least 6 new blogs per month. This is spread across our key pillars and for all stages of the funnel. We research our keywords using Ahrefs and use that insight to create competitive content to rank highly. We have a strong focus on internal linking to push people further down the funnel through our blog content.
  2. We update existing content regularly. We’re writing a lot of content but we also take a lot of time to update old content too. To ensure we’re continuing to add value, we update our content frequently. We add more value, tweak the copy and add in other media types to ensure that the content ranks highly.
  3. We create research and stats. We use our community to generate relevant stats and then embed these into our content. When these pages start to rank, we gain more backlinks as people see key stats that they can use and share.

We have a small, but strong, in-house team that manages all of this and uses written SEO to create and disseminate content across other channels and formats.

What’s your link-building strategy been like?

As mentioned, our link-building strategy is all organic. We identify key opportunities for content e.g. ‘lead generation statistics’. We engage our community to survey them and then create a huge haul of content that ranks well.

As this starts to rank, it gets linked. We’ve replicated this across a lot of different topics and pillars and it’s working well. There’s a lot of data out there that marketers are looking for, so we’ve taken getting that data into our own hands.

Is there any piece of content that you own (ebook/ whitepaper/ podcast) you’d like to tell us about?

We recently created a guide to marketing attribution that marketers would benefit from reading. It helps explain what attribution is plus how it can support your marketing efforts.

We created this as we were seeing a lot of questions crop up around the subject. Hence, we decided to answer them all in one tell-all guide.

Attribution is ever-evolving and so is Ruler Analytics. We’re developing our app to promote more BI tools to help marketers get predictive analytics right in their dashboards. It will give marketers clearer instructions on what they need to do to optimize their marketing.

Any advice you’d like to give to marketing professionals, especially in the SaaS domain?

SaaS is a great space as there’s constant innovation. I love seeing what other SaaS leaders get up to and I hope people do the same for Ruler. Staying relevant in this space is hard, but for us, it’s all about creating a solid brand and providing real value.

We try to do this both through our marketing materials and with our product itself. To be seen in the SaaS space, we’ve created a robust content strategy.

SaaSy Tidbits from Ian Leadbetter

  • SaaS content marketing is all about identifying what your customers are struggling with and finding a way to support their pain points.
  • Staying relevant in the SaaS domain is tough. Constant innovation and serving customer-centric solutions is the sure-shot way to build a solid brand and provide real value.
  • Besides sharing new content, SaaS firms should focus on updating existing content. This will allow them to add value to their audience consistently and boost their authority and ranking in the domain.

Today, Ian shared a core insight that has reaffirmed a statement that we as a SaaS content marketing agency live by – always know the pain points of your customers and create content that responds to them. This straightforward tactic can help in securing leads and high-authority backlinks.

It was indeed an insightful interaction with Ian. If you are looking for more information, you can connect with Ian on LinkedIn or visit their website to delve deeper into their products.

Hazel Kamath

Hazel Kamath is a Senior Content Writer and Strategist at Growfusely – a SaaS content marketing agency specializing in content and data-driven SEO.

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