Driving marketing qualified leads

WARC’s purpose is to save the world from ineffective marketing by putting evidence at the heart of every marketing decision. Since 1985, the company has brought confidence to marketing decisions through the most trusted research, case studies, best practice, data and inspiration. Read on to learn how PK supports them in their growth by generating marketing qualified leads.

The brief

Prospect Knight was tasked with creating a series of online advertising campaigns to increase inbound leads across EMEA, APAC and the US.

The first stage was to market whitepapers as a means of driving MQLs. These “lead Magnets” then accelerated our remarketing activity where messaging was focused on driving Sales-Ready-Leads. (Demos, speak to someone etc.)

The approach

Using an audience-based approach, we profiled and targeted users across their key regions and industries who were aligned with WARCs wider business goals.

From the targeting to the creative, the whole campaign was aligned with WARC’s wider business objectives to ensure every penny counted in reaching the right users. Whilst on the face of it this highly targeted approach lead to higher costs, the end result was a cheaper cost per acquired lead.

The results

  • Click-through-rate +170%

  • CPL -47%

  • Cost-per-click -37%

They've been instrumental in helping us achieve fantastic results
Mawa Rodriguez, Global Marketing Director

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