Customer Challenge
Improve efficiency and effectiveness of demand generation efforts to generate leads that convert to pipeline and won.
HPE global media required a more analytical approach to demand generation that tracked and ensured leads generated contributed to revenue generated by marketing.
Our goal was to:
- Improve lead quality and conversion rates of leads delivered by media
- Reduce cost of lead acquisition
- Eliminate redundant lead acquisition costs across portfolio and partners
- Improve ROI of investment spend against pipeline and revenue won
Solution
Superdrive was awarded media planning & buying business as well as consulting services to optimize lead management operations. Superdrive’s approach to full funnel marketing funnel planning was applied to maximize revenue impact of marketing leads delivered against business.
- Full Funnel planning and buying to support global strategy and local sales targets
- Leverage publishers to co-develop content to fill clear gaps in the buyers journey at local level
- End to End Tracking and Reporting through to won to evaluate true contribution to revenue
- Ongoing conversion optimization across publishers, owned media, and lead qualification process.
Results
Marketing Contribution: Uplifted revenue contribution from marketing media 400%
- 360% increase in ROI against spend
- 400% increase in average deal size
- 230% increase in pipeline conversion rates
- 50% reduction in average cost per lead
Awarded Tech Targets inaugural APAC Archer Award for Most Integrated Campaign – with the only award given to any campaign or organization in Japan
