Case Study 04
B2B Lead Generation Search and Display Campaign
Strategy & Skills:
Keyword Planning, Paid Search (Google Ads), Paid Social (Facebook & LinkedIn), YouTube, Segmentation, Website Landing Pages, B2B Messaging, A/B Testing, Email Nurture Campaign
Campaign Overview
The focus of this campaign was to promote users of rival companies' software to switch to our competing software. The launch was a full-funnel structure with 30-day insights optimization based on performance.
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TOF = video prospecting (:15 and :30 A/B Test)
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MOF = remarketing video views of 10 sec or more; CTA eBook
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BOF = remarketing eBook downloads
Goals: Paid = Trials/Subscriptions; Display = Leads
Target audience: Segmented by industry (architecture, education, competing software brand) and professional title.
Results & Findings 4Q19 over 1Q20
2019 was the first year Display was used in this ongoing campaign, and although weak in performance and hight in Cost/Lead 4Q19, the numbers greatly improved in 1Q20 with a 76% decrease in C/L and a 261% increase in Leads.
Search metrics remained consistent QoQ and showing better numbers from prior year of the campaign. Search continued to bring in the greater number of leads and Cost/Trial remained favorable.
