Case Study: Lead Gen for Global Training Provider
THE CHALLENGE
Breaking into a crowded marketplace to reach quality assurance professionals across EMEA, Americas and APAC.
Budget was limited in certain areas so there was a need to be as selective as possible with channel mix and targeting strategy.
A brand credibility project was needed to increase the number of qualified leads, which made prioritisation of budgets difficult, as well as increasing the need for split messaging and multiple creative strands.
A content-first strategy focused on the value of the courses on offer, as well as the ROI involved in achieving accreditation.
Targeted display campaigns focused on quality and compliance roles across the manufacturing and services sectors, building brand awareness and generating traffic to site.
To maximise creative efficiency, dynamic HTML5 display banners were created with differing content and messaging triggered by the funnel stage and country of service.
Retargeting was then built out using job titles and industry signal layering to reach decision-makers with higher commercial intent.
OUR APPROACH
THE RESULTS
+145%
Year-on-year lead volume
£68
Average cost per lead
13.8
ROAS
“Roisin transformed how we reach quality managers across our network and even delivered two complimentary training sessions for the team”