Implementing such an extensive B2B lead generation campaign is quite a challenge when it comes to selecting and budgeting advertising systems. Continuous analysis of CPL rates and the quality of leads acquired from various channels allows for smooth budget transfers between channels in order to maximize the volume of contacts acquired.
The synergy between the Performance and Brand Communication teams ensures that, despite the different nature of the ads, the message is consistent and the PEP brand is perceived in the desired way. Advanced analytics allow us to track the full history of leads acquired, all actions taken towards them (from acquisition to signing the contract), and provide invaluable information on their value. The project team implementing digital activities for the PEP brand skillfully uses channels such as Paid Search, Paid Social, mailings, display campaigns, and SEO, taking into account the characteristics and intentions of potential customers. It is also able to minimize the effects of fraudulent activities so that they have as little impact on the customer as possible.
The project team’s cooperation with the marketing and telesales departments ensures a good flow of information in both directions, thanks to which not only strictly advertising activities (campaign configuration, ad targeting, creation) are optimized, but also the supporting infrastructure is improved. This includes a landing page ecosystem, mechanisms for deduplication and lead transfer to call centers, and efficient reporting using APIs.
Technologically advanced performance campaigns are accompanied by a considerable dose of creativity. Artificial intelligence is commonly used in the creation of creative content, which ensures unconventional advertising material with minimal financial outlay.
