Starting point, objectives and solution approach
Before - the initial situation
Around 70% of new customers were acquired through partner channels, while direct lead generation played only a minor role. Sporadic marketing campaigns and sales-driven measures by country managers resulted in limited direct business.
Despite high-performing products, there was no clear digital presence on LinkedIn. Systematic performance marketing had barely been used. The average sales cycle was 6 to 9 months. HubSpot was in place as a CRM, but the lead funnel was not being filled sufficiently.
Our solution
Initially, combined lead and video campaigns were launched on LinkedIn. In parallel, a multi-campaign approach was implemented, promoting individual products such as ITSM, ESM, UEM and license management separately.
The monthly ad budget was initially set at €5,000 and gradually increased to up to €30,000 over the course of the partnership. Account-based marketing targeting was also integrated to specifically reach companies with 500+ employees and further improve lead quality.
Results
Through the multi-stage campaign structure, a stable lead pipeline for enterprise companies was established. While the cost per lead increased over time, the quality of generated contacts improved significantly.
Around 9 out of 10 leads matched the defined ideal customer profile and qualified for discovery calls or product demos.
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Would you like to acquire enterprise leads on a predictable basis?
