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? 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.

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Nuance’s portfolio includes highly specialised B2B software products such as:

• Nuance Power PDF (all versions)
• Dragon Speech Recognition (legal, medical, disability, police, government, 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)
• Platform-specific messaging (search, social, display, LinkedIn)

This wasn’t a spray-and-pray approach. Every campaign was built for precision.

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We applied advanced creative personalisation, aligning ad copy, visuals, and offers to the context of each vertical. For example:

• Legal sector ads focused on compliance, speed, and document accuracy
• Healthcare creatives highlighted hands-free use during surgery or patient interaction
• Public sector ads were adapted to procurement processes and compliance messaging

Lead capture flows were built around soft commitments: demo requests, gated content, and trial sign-ups. This lowered acquisition friction and nurtured enterprise prospects into the decision-making phase — ultimately improving lead quality and sales alignment.

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Each campaign was rolled out regionally, with unique media plans for ANZ, EMEA, and North America — and further segmented by product and audience type. Our campaign architecture enabled:

• Real-time optimisation of budget across highest-performing segments
• Platform-specific performance feedback loops (Google Ads, LinkedIn, Meta, display)
• Strategic learnings across verticals to inform future product launches and rollout sequencing

Nuance’s internal teams received detailed dashboards to track ROI, segment-level performance, and CPA benchmarks by region.

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

Key execution strategies included:

• Cross-platform media buying (Search, Display, LinkedIn, Facebook, Email)
• Lead nurturing flows with enterprise-calibre CTAs
• High-intent keyword targeting across multiple regulated industries
• Segmented campaign logic to reduce waste and drive faster testing cycles

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Here’s a sample of campaign performance across different enterprise segments:

Nuance Dragon – Legal Professionals

• 5,983 Clicks | 354,233 Impressions
• 1.69% CTR | $0.83 CPC
• 341 leads @ $14.66 CPL

Nuance Dragon – Finance Professionals

• 16,954 Clicks | 773,913 Impressions
• $1.12 CPC | 232 leads @ $82.14 CPL

Nuance Dragon – Government Sector

• 1,635 Clicks | 79,557 Impressions
• 2.06% CTR | $2.53 CPC
• 72 leads @ $57.53 CPL

Nuance Dragon – Law Enforcement

• 7,580 Clicks | 209,522 Impressions
• 2.53% CTR | $0.62 CPC
• 181 leads @ $26.17 CPL | 2.39% conversion rate

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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.

Involve Digital delivered all of that — and more.

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