Elevating B2B Conversions by +29% while Lowering CPA Through LinkedIn and Google Ads

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Company Background: The Story

Company Background: Overview

Our client is a well-established sales training company called The Brooks Group, located in North Carolina, USA. It is a B2B brand with over 40 years in the industry, specializing in sales training and performance enhancement. Their flagship IMPACT Selling® model focuses on equipping sales teams for effective deal closure and maintaining a competitive edge.

The company also emphasizes ongoing research and market insights, which are essential for adapting to the evolving sales landscape. Their Sales Performance Research Center provides key industry trends, informing their diverse range of training and leadership programs.

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The Pain Points of our Client:

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Market Saturation

High competition in a limited space. Inability to open new gaps in the market.

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Low Budget

Budget limitations and high CPC caused stagnant growth and a decrease in new clients.

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Low Organic Traffic

Low organic traffic generated a shift from Paid Media to SEO, causing unexpected costs.

Our Chosen Strategy:

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Google Position Optimization

Conducting long-tail keyword research on Google to properly target and drive traffic to the website.

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LinkedIn Lead Magnet

Implementing a lead generation strategy that involves the use of e-books, white papers, case studies, and other similar methods.

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BOFU Retargeting Campaigns

Retargeting on both Google and LinkedIn to control more of the bottom funnel placements.

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Growth Timeline

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Funnel Research and Strategy

Our team of growth experts conducted research in analogous and successful B2B models to prepare a step-by-step action plan while checking the historical results of the brand.

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Strategic Experiments

After defining Google and LinkedIn as the main channels, we prepared the experiment tracker with key experiments to generate the most insight and performance in the short, medium and long term. We levaraged the Scientific Method into Marketing.

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Audience Optimization

With our research and test in place, we launched each campaign and optimized them based on the ICP (Ideal Client Profile) of our client to ensure our investment would generate the exact desired results.

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Content Creation

In our experiments, we tested dozens of headlines to understand the users' decision drivers. Additionally, our flexible content creation efforts helped the brand leverage organic traffic to boost performance and conversion rates.

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Scaling Strategy to Boost Results

After generating the initial results, we identified the key audiences, the primary and secondary channels, and the top-performing creative angles. With it, we scaled the budget to boost focused-oriented results and continue testing for sustainable growth.

linkedin b2b lead generation

What are the Benefits of Using LinkedIn Ads for B2B Lead Generation?

Short answer: multiples! LinkedIn Ads can be an incredibly powerful tool for a marketing company looking to attract more customers through B2B Lead Generation. Among its benefits are attracting highly precise audiences, effective engagement in a quality environment, scalability and global reach. The platform's virtues and professional user base make it an essential tool for marketing companies looking to attract customers and grow their business.

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OUR RESULTS

+29.69% Increase in Total Lead Submissions

while reducing CPL

+18.16% Growth in Avg. Deal Size

with a conversion rate increase.

Scaled CVR by +16.7%

from clicks to submissions and reduced CPC by -14.4%

TOP STRATEGY FOR B2B LEAD GENERATION

Multi-Channel Growth System

Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.

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Let's talk about B2B sustainable growth for your brand

Call with Growth Expert

"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."

"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."

Cluster Magic

Tap into the power of organic search traffic to boost your brand's growth.

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