Beyond Programmatic: Metric-Driven Optimization

A global provider of market, industry and technical expertise. With 30+ acquisitions in five years across 16 industries, their marketing had become siloed and slow to execute.

Years of growth by acquisition left marketing fragmented — too many silos, too much time to develop and run campaigns, and no clear read on what was working.

Rather than overhaul the entire organization's online marketing at once, we started with an evolution: a three-phase pilot program focused on a single audience group, built as a test and a model for future campaigns. We developed and tested messaging tailored to each of five segments within that audience, then built an integrated online campaign — vertical-specific microsites, email and online advertising — around what the message tests revealed. After phase one, we measured clicks to closes across every company and contact, then adjusted with vertical-specific assets, imagery, headlines and copy.

After the first three phases of the pilot, 50% of the lead goal for the audience group was met. From phase one to phase two: a 10x increase in form conversions, MQLs up from 533 to 1,583, and SQLs up from 96 to 380.