A global tech company achieves high tech Industry’s best CPL rate and 448% higher ROI
A large tech giant wanted to promote a business continuity assessment tool to mid and large manufacturing and retail firms across APAC. The aim was to gain more business intelligence into these firms and generate leads as obvious next steps.
448%
results achieved
$18
CPL High-tech Industry’s best CPL rate
72%
lead to MQL ratio
The Challenge
The key challenge was to reach out to the right decision-makers within the specified target accounts with specific pain points that resonated with their roles.
The Solution
Targeting
The first step was to identify the ICPs. To achieve this, we used the client's market intelligence data and publicly available information to determine the correct target accounts. We then conducted detailed persona research to identify the more likely audience interested in the assessment tool and defined their specific pain points. Once we determined the ICPs and personas, we leveraged paid platforms for list building. In tandem, the creative team narrowed the communication by focusing on personas and their pain points.
Campaign Execution
We selected LinkedIn and programmatic display ads for the campaign and employed them at all stages, such as awareness, prospecting, and retargeting. We tested multiple content pieces, optimized the landing pages, and made tweaks along with the entire duration of the campaign. We had a well-defined lead funnel, allowing us to separate the stalk from the fodder, ensuring better lead quality.
Lead capture and reporting
A data management and automation platform, Msights, was used to classify, report, and collaborate on the leads.
Outcome
We successfully generated 300 plus MQLs at the Industry’s best cost per lead cost of $18 and average conversion ratio of 4.5%.