back to thedrum.com
Curated Digital has used the following skills/services in the project.
HERE’S HOW WE DID IT
For LinkedIn we implemented a rigid test & learn approach, trialling various different levels of targeting including job titles, member groups, job function & years of experience, to ensure we reached the right audiences. Targeting member groups on LinkedIn allowed us to tap into live discussions on key themes to help IDC better understand the content to serve up.
Our core audience was senior decision-makers at IT companies. In order to target them most effectively, we tweaked our audiences for each event.
Our experience with B2B marketing suggests that a combined approach to paid social including a mix of upper-funnel content alongside acquisition-led activity would achieve the best results.
We ran a range of creative executions across LinkedIn specifically, i.e. InMail, Sponsored Content & Lead Generation Forms. Content-focused ads ran throughout event campaign lifecycles & focused on engagement & awareness, as well as building the remarketing pool for lower-funnel adverts.
Curated also consulted on landing pages to ensure that the customer journey on-site was strong & lent itself to capturing data.
In order to maximise lead volumes & sponsorships, we knew that IDC needed to maximise the number of digital touch-points they were engaging customers with.
Curated implemented remarketing ads to customers that we had attracted through our top of funnel content activity.
We also ran Display remarketing and Google Ads activity to ensure that we were re-engaging customers across the web, and showing for those actively searching in the market.
Overall, our activity with IDC was a huge success, we drove an increase in delegate & sponsorship leads and acquired these leads below our target cost.
