Nuance

Nuance Communications is a global technology leader in speech recognition, AI-driven documentation and conversational intelligence, trusted by Fortune 500s, healthcare providers, governments and enterprises worldwide. They even developed the speech engine that powered Apple's Siri.

With such a reputation, marketing performance had to meet the highest global standards. As one of Involve Digital's foundation clients, Nuance engaged us to support the growth of their flagship products across multiple verticals including legal, finance, government, healthcare and law enforcement, each with its own complex decision-making chain and unique performance marketing requirements.

The goal was enterprise-grade lead generation at scale, across dozens of products, regions and regulated industries, with full accountability on cost per lead, conversion rate and buyer journey optimisation.

Nuance's portfolio includes highly specialised B2B software products: Nuance Power PDF (all versions) and Dragon Speech Recognition variants for legal, medical, disability, police, government and enterprise. Each product demanded its own tailored growth system, built from the ground up to capture demand from high-intent search terms and convert niche decision-makers into qualified enterprise leads.

We engineered segmented funnel architectures aligned to vertical-specific buyer personas (legal counsel, hospital administrators, IT leaders, procurement managers), lead-magnet pathways (free trials, demos, whitepapers) and platform-specific messaging across search, social, display and LinkedIn.

Advanced creative personalisation aligned ad copy, visuals and offers to the context of each vertical. Legal sector ads focused on compliance, speed and document accuracy. Healthcare creatives highlighted hands-free use during surgery or patient interaction. Public sector ads adapted to procurement processes and compliance messaging. Lead capture flows were built around soft commitments to lower acquisition friction and nurture enterprise prospects into the decision-making phase.

Each campaign rolled out regionally, with unique media plans for ANZ, EMEA, North America, Southeast Asia (Singapore as the regional hub) and India, further segmented by product and audience type. Real-time budget reallocation across highest-performing segments. Platform-specific performance feedback loops across Google Ads, LinkedIn, Meta and display. The internal team received detailed dashboards to track ROI, segment-level performance and CPA benchmarks by region.

Over the years we have executed hundreds of campaigns for Nuance, fine-tuning every lever of performance marketing for the AI and voice technology space.

Sample performance across enterprise segments:

Dragon for Legal Professionals: 5,983 clicks, 354,233 impressions, 1.69% CTR, $0.83 CPC, 341 leads at $14.66 CPL.

Dragon for Finance Professionals: 16,954 clicks, 773,913 impressions, $1.12 CPC, 232 leads at $82.14 CPL.

Dragon for Government Sector: 1,635 clicks, 79,557 impressions, 2.06% CTR, $2.53 CPC, 72 leads at $57.53 CPL.

Dragon for Law Enforcement: 7,580 clicks, 209,522 impressions, 2.53% CTR, $0.62 CPC, 181 leads at $26.17 CPL, 2.39% conversion rate.

Nuance needed more than just digital marketing. They needed a growth partner with the strategic depth to understand enterprise buyers, the agility to optimise campaigns across platforms and regions, and the accountability to deliver measurable results.