A B2B organization investing in demand generation across five verticals, with multiple decision makers and a variety of offers in play.
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Positioning · Professional Services
Use Message Testing as Insurance for Campaign Success
A B2B organization investing in demand generation across five verticals, with multiple decision makers and a variety of offers in play.
The story
One narrative from constraint to consequence.
Improve demand generation across five verticals, multiple decision makers, and a variety of offers — without betting the campaign on untested messaging.
We identified the relevant topics and themes, created messaging tailored to each market segment and persona, then tested the messages — evaluating open-to-click rates. The best-performing message converted at 2–3x the average.
The optimized campaign quadrupled MQLs (completed forms) and SQLs (tele-qualified, added to CRM). MQL-to-SQL conversion rose from 18% to 22%.
The optimized campaign quadrupled MQLs (completed forms) and SQLs (tele-qualified, added to CRM). MQL-to-SQL conversion rose from 18% to 22%.