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Ictivity
Ictivity, an expert when it comes to ICT, helps organizations with IT issues in order to optimize work processes, support employees in their tasks and provide strategic support. Ictivity wants to get the maximum value out of ICT for those organizations and to put the user central by their User Based Computing idea with which they aim to create organization-wide involvement among employees.
After a website analysis, it turned out that their LinkedIn advertising campaigns were not generating many leads, so Like Honey advised them to run A/B tests to get more ROI from their media budget.
In addition, Ictivity asked to further shape the inbound marketing process by setting up marketing automation as well as possible, and involving sales in this. Ultimately, the goal of this was to achieve more tangible results from their marketing initiatives.
To address these challenges, we implemented a multi-faceted approach:
Optimizing the inbound marketing process: Like Honey optimized Ictivity's inbound marketing process for this campaign. We did this by optimizing the entire process - from leads downloading a whitepaper to sales follow-up.
Applying marketing automation: We implemented Marketing Automation with SharpSpring and email marketing, where we automatically segmented leads based on industry and persona. Relevant information was sent to the lead, and each lead was assigned to a suitable sales colleague. Through lead scoring, the sales process was automatically started when a lead met criteria determined by company information and interaction with the website and emails. This ensured a fast, personal approach and more qualitative leads.
A/B testing via LinkedIn advertising: We also experimented with various A/B tests on LinkedIn to get more leads from the advertising budget. This allowed us to improve the click-through rate, the cost per click and ultimately the cost per lead.
Our approach led to significant results:
85% decrease in cost per lead: The LinkedIn campaign successfully achieved a massive 85% reduction in cost per lead through A/B testing.
22,4% more conversion from MQL to SQL: All efforts have contributed to an increase in the conversion rate in the step from marketing qualified lead to sales qualified lead.
A more efficient inbound marketing process: In addition, making improvements to the inbound marketing process through marketing automation has led to more tangible results.
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