aThe Strategy

A division of a global industry leader in the b2b manufacturing space has typically relied on sales and business development moreso than inbound marketing.  While the company has adopted digital marketing and paid search, there was a lot to be improved upon.

The goal was to generate more leads and spend less money, which is a core objective of all businesses.  Over a 3-year period, there were no increases in budget, but inbound lead generation via paid search was more of a focus and a key driver of marketing qualified leads (MQLs).

Within the organization there were a number of high priority markets that needed inbound leads that were overseen by their own stakeholders. This presented problems with how to manage spend across all areas and where to allocate more attention based on priority.

Of the core markets that were given paid search spend, all saw great improvements in overall lead volume from both top of funnel engagement with the help of gated content, and bottom of the funnel MQLs and SQLs.

All areas of the business that were being promoted via paid search went through extensive testing to create campaigns that ran as effectively as possible by generating leads at a lower cost than the quarter before.

 Work Performed:

• Landing page development & conversion testing
• Keyword research and optimization
• Ad copy development & testing
• Bid strategy testing
• Audience optimization
• Funnel optimization – campaigns for top, middle, and bottom of funnel interest