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Let’s talk a little bit about our multichannel strategy, which has been the key to our success. We chose to use platforms like Meta, Google, and LinkedIn to make the most of what each platform can offer to each individual touchpoint.
Let’s start with Meta: it has been instrumental in getting Up2you’s value proposition out to a cold audience and with a residual part of the budget also for the high-frequency retargeting component. Despite some initial difficulties related to lead quality and tracking issues, we adapted our strategies and continuously optimized and achieved remarkable results.
Google Ads: Google Ads gave us the flexibility to adapt to changes in strategy, moving from “Product-Led Growth” to “Sales-Led Growth.” This shift required a complete overhaul of our strategy:
After an initial adjustment period and some performance ups and downs, the transition was passed excellently and we aligned our advertising campaigns with our new business goals. The use of advanced strategies such as Performance Max and the implementation of advanced, offline conversions have strengthened our ability to find quality leads using in a virtuous circle the corporate CRM we helped create and refine.
LinkedIn Ads: LinkedIn has proven to be a valuable platform for our lead generation, providing a targeted and qualified audience. Our campaigns on LinkedIn have allowed us to use different types of ads, from lead generation to thought leadership. Despite some initial difficulties, such as less effective video campaigns than Meta and adapting to the needs of “Sales-Led Growth,” LinkedIn has been an important channel for reaching the right audience and finding quality leads.
Why has LinkedIn Ads been so useful within our strategy?
It allowed us to go out and target a particularly on-target and actively seeking audience, which in our experience is about 15 percent of the total audience potentially interested in a BTB offering. In this way LinkedIn allowed us to go and structure an effective top-of-the-funnel strategy and generate “hot” leads at the same time.
The multichannel strategy to support the Up2you project produced extraordinary results, demonstrating the effectiveness of a multi-touch point strategy with content production designed and declined on each individual channel.
For the same invested budget, we achieved:
The significant traffic generated in the top of the funnel allowed us to have a range at the CPL level with a minimum of 15.27 and a maximum of 96 considering that the target audience was always btb with prevalent focus on decision makers in corporate sustainability.
We tended to have an average MQL of €21.19 and SQL of €60 with this multi-channel strategy.
Our multichannel approach has shown us how important it is to have a flexible, data-driven strategy. The integration of Meta, Google and LinkedIn allowed us to successfully implement a lead generation strategy while simultaneously doing awareness and education on the complex topic of corporate sustainability.
This allowed us to help position Up2You as one of the recognized leaders in its target market plus we left the internal marketing and growth team with a set of ready-to-use and replicable best practices and frameworks. The Up2you case shows us that the only secret to a successful btb lead generation project is to be able to continually adapt, experiment and optimize strategies based on the data collected, thus ensuring a lasting, meaningful and replicable impact on business performance.