LightHouse ERP
Campaign
Lead Generation – Worldwide
Industry
Key Growth Levers
6 Months In, Here Were Our Results
Increase in Webstie Traffic
Monthly International Clients
Increase in Overall Leads
Key Challenges
Here's How We Did It!
With a long B2B sales process, ERP lead generation is not very straight forward as the product is fairly technical and there are multiple stakeholders at the buyer’s end. How can we engage them all while also generating quality leads?
Campaign Structure Design
We created industry and location specific campaigns on Google Search to drive quality traffic to relevant solutions pages. With a very clear need-solution fit – the conversion rates were high and that allowed us to bid higher while still maintaining CPA.
Campaign Optimisation
Over a period of 3 months we were able to stabilise campaigns with negative keywords and audience targeting to drive quality leads. We also tied back the lead quality score as a continuous feedback to Google audiences and that kept improving our lead quality month over month.
Linkedin Led Brand Trust Growth
With limited budgets, we utilised LinkedIn primarily for targeted awareness and engagement only. We created industry specific high value content that was promoted to targeted audiences. Audiences engaged for the value in the content and that improved overall brand trust and conversion rates on all channels.
Impact
Moving Fast and Frugally
With a strategic budget conscious approach towards increasing leads, we put the brand on a journey towards continuous lead generation within 6 months. And that will continue to grow as we optimise and scale further.
Direct Impact
Impact on Direct & Organic
LinkedIn content promotions had a significant impact on audience perception of LightHouse ERP. And we could already see upto 20% month on month growth in direct & organic traffic from target locations.