A Low-Risk, High-Yield Approach To Capture Qualified Leads.
Challenge
Generating new, qualified leads is a constant challenge for B2B companies like CJC, a global market data IT consultancy and professional services provider. Their target audience is highly niche and regulated. Previous performance marketing efforts to reach and convert leads had limited success due to the long sales cycle.
Solution
By analysing CJC’s internal data, I updated their ideal client profile (ICP), helping to sharpen targeting efforts. Partnering with TechTarget, a verified industry platform, and leveraging second-party data sources like TABBForum for distribution, we created an in-depth gated white paper titled "Beyond Market Data Administration: Commercial Management." The white paper showcased CJC’s expertise, built trust, and positioned the company as an authority (E-A-T). It was then distributed to relevant contact databases.
Key Considerations
The white paper needed to address key client challenges and stand out from competitors. This was crucial for maximising ROI for both existing client renewals and new client acquisitions.
Execution
The white paper's distribution was executed in phases to maximise coverage and air-time:
- The white paper was first shared with TechTarget’s database and promoted through their affiliated network for a month until they met the contracted number of leads.
- A spin-off webinar was also produced with a partner for brand awareness.
- A week later, CJC distributed it through various channels.
- Subsequently, It was used as part of an automated welcome campaign for new contacts in CJC’s database.
- TABBForum was enlisted as a third-party distributor to enhance reach and ROI further.
- We also produced a fireside chat to extend CJC's reach.
Campaign Outcomes
The marketing campaign achieved strong ROI, with a lower cost-per-lead (CPL) compared to previous efforts, and effectively engaged current and potential clients successfully.
At A Glance
- 229 Qualified Leads Generated.
- Of these, 201 (87.8%) were new.
- Continual Inbound Lead Conversions.
- Permanent Brand Placements.
- E-A-T Brand Positioning.
- Leveraged Reach and SEO.
Testimonial
"All credit to Antony on this one. He turned an awful initial doc into something to be proud of. I know he's put a great deal of time into this, great work."
- Sara Baker,
Global Head of Commercial Management