B2B Events Lead Generation
Introduction
Kramer is a key global player in the Professional A/V technology solutions sector. As much of this segment’s sales efforts rely on the physical sales team being able to pitch their products to department heads, face-to-face interaction is as valuable as ever. Because of this, through Q1 and Q2 of 2024, Kramer has been investing a roadshow, both in-person and in webinar format throughout the Americas.
Challenge
In order to reach the right department leaders across a variety of industries, identifying the right targets would be crucial in making these outreach opportunities worthwhile. Add to the complication that the road shows spanned major cities, not only in the US, but also across Latin America, and timing also becomes a major consideration.
Campaign Results
LinkedIn: Average CPC
(All Campaigns vs. LinkedIn Average of $5.58 for Global IT Sector)
LinkedIn: Average CPM
(vs. LinkedIn Average of $33.80 for Global IT Sector)
All Platforms: Average CPL (Cost-Per-Lead) for in-person events
All Platforms: Average CPL (Cost-Per-Lead) for webinars
How We Did It
Media Channels: Google SEM, Google Display, LinkedIn, Multi-Platform, Retargeting, Landing Pages, Email Outreach and Automations
NM+U developed a hyper-targeted series of lists based on employers, industry, department and behavior attributes. We then honed these audiences with proprietary data tools, custom audience info and lookalike models. The original ads would send users to a series of event-specific landing pages where we then used that data to launch a series of retargeting tactics. The data collected from these phases would help us to further hone in on specific audiences and build interest groups that could then be sharpened further down the funnel. We also created an email automation series to ensure attendance levels and direct outreach would be possible.
