Introduction
Number of leads
AUD
Cost per lead
%
Clickthrough rate (CTR)
Equal Tech (MyProcess) is a disruptive force in the Colombian Fintech and ERP landscape, providing automated administrative solutions designed to eliminate the manual burden of accounting and DIAN compliance. By offering “Unlimited Users” and a “No Hidden Costs” model, they challenge established giants like Alegra and Siigo. Boko Digital Solutions partnered with MyProcess to move beyond fragmented marketing efforts and build a high-performance “Lead Engine” that targets high-value decision-makers and the “Multiplier” audience: Accounting Firms.
Challenges and Goals
Challenges:
- High-Competition Search Market: Established competitors dominate Google Search, driving Cost-per-Clicks (CPCs) to unsustainable levels for a growing brand.
- SME Trust Gap: Business owners often fear the complexity of migrating accounting data, creating a barrier to entry.
- Demographic Inefficiency: Initial campaigns showed high costs in younger demographics ($145,000+ CPL), requiring a sharp pivot to higher-converting age brackets.
Goals:
- The Multiplier Strategy: Shift focus toward Accounting Firms to acquire 20+ clients through a single lead.
- Scalable SQL Generation: Transition from raw leads (MQLs) to Sales Qualified Leads (SQLs) with a goal of 50 high-intent prospects per month.
- Authority Building: Establish MyProcess as the primary solution for DIAN/NIIF compliance via educational Meta Ads.
Our Strategy and Solution
- Meta Ads “Interruption” Strategy: Rather than fighting for expensive search intent, we used Meta Ads to “interrupt” the scroll of CEOs and Accountants with high-value video content addressing specific pain points.
- Demographic “Laser-Focus”: Based on data analysis, we reallocated budget away from underperforming groups to focus on Men aged 45–54, who delivered an optimized CPL of $54,204—a 41% improvement over the general average.
- The “Visual DNA” Optimization: We identified high-performing video assets (Video_01) as the primary engine for conversion and initiated “creative cloning” to refresh copy and keep CTRs above the 1.00% benchmark.
- Roadmap to $21.1k Spend: We developed a phased scaling plan to increase monthly investment to $21.1k AUD, specifically designed to capture the high-value “Enterprise” and “Accounting Firm” segments.
Results and Impact
Our data-driven pilot period for MyProcess established a foundation for aggressive 2026 scaling:
- Precision Targeting: Secured an average CPL of $33.99 AUD while targeting high-level roles (CEOs, Accountants, and Managers) typically guarded by high ad costs.
- 63% Decision-Maker Rate: The majority of leads generated belonged to the target “Founder/CEO” or “Manager” profile, ensuring high-quality sales conversations.
- Strategic Infrastructure: Developed a 4-phase optimization roadmap that transitions the brand from “testing” to “market dominance” against legacy ERP providers.
Conclusion
In the initial testing phase, the collaboration between MyProcess and Boko Digital Solutions successfully identified the “winning formula” for Colombian ERP acquisition. By bypassing the saturated search market and focusing on high-authority demographics and the “Accountant Multiplier,” we have built a predictable engine for growth. MyProcess is now positioned to scale its budget 10x with the confidence that every peso is optimized for high-intent SQLs rather than just vanity metrics.
Are you facing similar challenges in reaching your target audience and growing your business?
Contact Boko Digital Solutions today to see how we can help you unlock your full potential.
