High value lead generation for consultancy firm
The Project
A boutique consultancy specialising in finance business partnering was looking to grow their business through online channels by automating their lead generation efforts.
They have a niche offering, aimed at Finance Directors of Global Corporates who typically commission the Big 4 Accountancies to help them in this arena. The challenge therefore was to reach and engage Senior Executives without being able to count on the resources of larger Competitors.
Helped client on-board
multinational corporates, including M&S, AstraZeneca and RBS
Halved the cost
of a marketing qualified lead (MQL)
The Solution
1.
Our solution was to build a laser-targeted LinkedIn campaign to drive relevant prospects to the client’s website. The LinkedIn advertising platform enabled us to target by company and job title so we could be super focused.
2.
We restructured the site itself to make it more ‘conversion focused’ and built-out the content signifcantly, to educate prospects on the value-add to be gained. After studying the design of competitor campaigns, we created ads with a uniquely educational look and feel, much like the Economist, and saw click-through rates nearly double as a result. Given the client’s relatively long sales cycle – on average around 6 months – we built-out remarketing funnels to ensure that the most engaged prospects were fed interesting content at regular internvals. Once optimised, the campaign delivered a consistent source of inbound enquiries each month, enabling the client to pause less reliable marketing initiatives such as telesales and cold email outreach.
