The client
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.
The challenge
Improve demand generation across five verticals, multiple decision makers, and a variety of offers — without betting the campaign on untested messaging.
What Red House did
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 outcome
MQLs and SQLs quadrupled; MQL-to-SQL conversion up 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%.