B2B Lead Generation
In a relationship-first industry
Overview
How to generate leads in an industry dominated by relationships
For many in the advertising business, turning cold audiences into warm leads is a challenge if relationships are not pre-established. A leading social gaming producer tapped Brill Media to get the word out about their new YouGov gaming study.
Brill Media developed data-driven ad strategy that delivered high value advertising investment decision makers to the client.
Responsibilities: Media Strategy and Media Activation
Challenges
Breaking through in a relationship driven market
Crowded Messaging Environment: Advertising decision makers are bombarded with messages, from calls, to texts, and certainly in digital environments.
Insider-Driven Industry: To help their sellers, the social games producer needed to create new demand from the ground up.
Turnkey Challenges: They needed a turnkey solution to reach their target audience fast, and make the most of their campaign for lead generation.
Solutions
Sophisticated targeting meets platform intelligence
Multichannel Campaigns: Brill Media developed an ad strategy comprised of Adweek podcast sponsorship, custom targeting on LinkedIn, and support media on display ads and Meta.
LinkedIn’s Document Ad Format: The campaign enticed users with a preview-gated Document Ad. This ad delivered the majority of form fills, and provided valuable insights for future campaigns.
Smart Audience Segmentation: More than half the total leads game from “gaming industry skills” audience, at 20% the average cost per lead.
The campaign targeted executives at top gaming companies, esports companies, and marketing industry.
Key Results
LinkedIn dominates B2B lead generation
72 Form Fills
New leads generated to aid their sales team
$613 cost per lead
Efficient cost per lead for 6-7 figure deal sizes
13,202 Clicks
The client was keen on seeing significant viewership of their download page to get the word out
4,292,096 Impressions
Strong visibility, brand building, and connection to the market
$44,200 Ad Spend
Strategic ad spend controlled by data and optimized for leads and clicks
Impact
From cold clicks to warm conversations
Brill Media proved that lead generation for a relationship driven industry like advertising is a suitable and scalable approach to aiding the sales process. Even in an industry led by relationships, data-led tactics work.
The results?
A predictable framework that connects advertisers, creates interest over time, and delivers consistent growth.
The advertiser now has a scalable system to engage, nurture, and convert.
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