Over 10x Growth in ROAS for Event Staffing Lead Generation
Turning lead generation into real revenue growth.
Client:
Elevate Global
The Problem
Our client was looking to generate better return-on-investment from their lead gen advertising. Their strategy had changed little in previous years and our brief was to enhance performance with an improved campaign approach, plus better integration with their sales function & CRM (HubSpot).
Our initial step was to re-do their strategic approach, as for example:
They were unable to measure the full customer journey and lifetime value of their leads;
Their campaigns were poorly targeted and not optimised for high-value prospects;
Their conversion rates were poor, with not enough value communicated on their landing pages.
We took a fresh approach to campaign structure, automation and optimisation to address these shortcomings.
The Solution
The first step was to ensure the end-to-end customer journey was optimised, including:
Campaigns re-built to allow for targeting of high value prospects;
Conversion tracking configured for the full customer lifecycle;
Landing pages reviewed and updated to reflect best practice.
Tracking conversions throughout the funnel allowed the campaigns to optimise beyond just form completions, allowing us to make decisions and adjust quickly.
A further step was to integrate further with the sales team, ensuring:
The quality of the prospects was of a sufficient quality;
The leads were mostly active prospects and not deferred.
This enabled us to make immediate gains and empowered us with data for future optimisation, providing:
Strategic insight to better assign budget to the most effective channels;
Optimisation of targeting, messaging and landing pages to continuously improve return-on-investment;
Clear proof of value to communicate back to management.
The Impact
We saw some fantastic results:
ROAS improved from 2.4 to 26.1 year-on-year.
Click-to-lead conversion rate more than doubling from 2% to 5%
Lead-to-sale conversion rate improved from 8% to 22%