To remember
- Running inbound and outbound together produced better results than either would have in isolation.
- Keeping marketing and sales tightly coordinated was what made the conversion funnel actually work. When both teams operated from the same plan, leads moved through faster.
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Challenge
Diagnosing lead decline and validating paid media under CAC constraints
Empowill was seeing a drop in qualified leads and did not have a clear picture of why. They came to us to explore paid advertising as a new acquisition channel and get more out of their overall strategy. The target: generate 571 MQLs at a cost per acquisition of €28 or less.
Strategy
Multi-channel inbound/outbound with sales-aligned funnel optimization
- Built a multi-channel inbound approach with campaigns on Facebook, LinkedIn, and other relevant platforms, targeting HR directors specifically.
- Created organic content to run alongside paid campaigns and keep qualified leads engaged.
- Ran a multi-channel outbound campaign, including offline touchpoints, to reach prospects at different stages of their buying journey.
- Worked closely with the sales team to build a full conversion funnel from lead generation to closed deal.
Results
Quality leads at low cost driving pipeline growth
- 60% of leads qualified
- €13 average cost per lead
- 8 demos booked
