TL;DR
- Diversifying lead generation channels is key to reaching a highly solicited target audience.
- Combining inbound and outbound approaches helps increase both the volume and quality of opportunities.
- Marketing and sales alignment is essential to convert leads into commercial opportunities.
- Experimentation and fast iteration make it possible to progressively optimize the lead generation strategy.
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Challenge / Objective
When Fraiche Cancan reached out to us, its lead generation engine was not generating the expected results, especially in terms of lead quality. The team had already tested several channels, but without achieving the desired performance.
The objectives were to:
- Generate 150 MQLs from a highly solicited target audience: HR and HR directors.
- Build an efficient lead generation engine.
- Improve lead quality.
- Identify the most relevant channels to generate opportunities.
Strategy
We deployed a multi-channel approach combining inbound, outbound, and content:
- Set up multi-channel inbound campaigns on Facebook, LinkedIn, and other relevant channels.
- Targeted specific audiences to better address HR and HR directors.
- Created organic content to complement paid actions and strengthen brand presence.
- Deployed multi-channel outbound campaigns, including offline channels.
- Worked closely with the sales team to build a complete and optimized conversion funnel.
Results
- 211 MQLs generated.
- 70% cost per SQL.
- x3 multi-channel opportunities.
