Generating leads with Account Based Marketing
The Challenge
Wiley Digital Archives provides primary-source materials from leading academic and scientific institutions through a digitised platform.
The client approached us to help them raise awareness of the archives and generate leads from potential customers. Our task was to design a multi-channel approach with specific audience targeting and visually compelling ads for different archive collections.
Our Approach
Highly targeted Google and LinkedIn Ads campaigns.
We launched Google Search, Display and Performance Max campaigns using keyword targeting and user behaviour signals to engage potential customers at every stage of the purchasing journey.
To complement our Google Ads strategy, we later launched LinkedIn campaigns. Using an account-based marketing approach, we built targeted audiences from a curated list of institutions and produced customised document ads based on the collection type and geographic region. We also ran translated versions of both the ads and documents to widen the reach in priority Asian countries.
RETARGETING CAMPAIGNS
Targeted campaigns to reach key stakeholders
To capture more leads, we retargeted audiences who had previously shown interest in the archive collections.
We developed fresh creatives and messaging designed to drive conversions, using LinkedIn video ads and Google Display ads to re-engage and encourage user actions.
The Results
High Engagement, Low Cost, Big Results
Our Google Ads and LinkedIn Ads campaigns generated >1K lead form submissions for Wiley Digital Archives.
Ad engagement was high across the campaigns, with average click-through rates above platform benchmarks. Overall, the ads led to >12,000 goal completions at a low average cost/conversion.
Our Work
Check out some other examples of what our talented team has created:
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