Challenge
The Client, a fully inbound B2B organization, sought to improve its lead generation capabilities and attract more leads from new buyers. To accomplish this, the organization prioritized delivering an engaging and relevant experience for prospects throughout the buyer’s journey while simultaneously reducing the cost per lead.
Strategy
To achieve this objective, a strategic four-tiered approach was implemented:
1. Image Ads: Single image advertisements were utilized to promote thought leadership content, such as “How to Onboard Like a Pro” and “The Ultimate DIY HR Guide,” targeting their audience. These ads were crafted to capture the interest of potential customers and provide educational insights on HR-related subjects.
2. Message Ads: Following this, message ads were employed to directly invite prospects to register for a demo. This method offered a more personalized experience, designed to resonate with the audience and motivate them to take action.
3. Lead Generation: Subsequently, lead generation forms were introduced to facilitate a seamless sign-up process for prospects without requiring them to navigate away from the page. This feature simplified the registration for a demo, increasing the likelihood of potential customers following through on their intentions.
4. Retargeting: The final component involved implementing website retargeting, which allowed the organization to engage site visitors who had not converted through single image ads. This strategy enabled the company to continue nurturing its audience even after they had exited the website.
Results
The lead generation form campaign significantly outperformed benchmarks, achieving over 45% greater efficiency in terms of cost per lead. Furthermore, submission rates were 61% higher compared to forms on their website, indicating that the approach effectively resonated with the target audience.
This strategic four-tiered method for lead generation proved to be highly effective, successfully generating interest and attracting new buyers.
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