Gibon - An inbound driven lead generation campaign


Read about how we established a newly launched brand on the Swedish market and generated business opportunities and leads.

Challenge

In January 2018, Gibon was launched as a new company and as a new brand. Gibon offers IT solutions to small and medium sized business in Sweden and have 10 offices. Their challenge was to establish their newly launched brand on the Swedish market and generate business opportunities and leads. 

Brightvision was hired to create an integrated marketing campaign with the purpose of creating awareness around Gibon’s new brand as well as generating qualified leads (MQLs) with a proven ROI of the campaign. 

Solution

Brightvision's role was to plan, execute and evaluate the lead generation campaign, that was based on the following  components:

  • Multiple emails, each centered on a specific stage
  • Corresponding landing and thank you pages
  • Content creation
  • Re-branding of Premium content
  • Video to promote offer
  • Paid Social ads on LinkedIn and Facebook
  • Organic social posts
  • Blog post/article
  • Marketing Automation System evaluation and Setup
  • Telemarketing for inbound lead follow up and qualification

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Our work 

The goal was to generate leads and build awareness around the new brand . In order to to succeed and reach this goal, we made the decision to use an inbound driven campaign focusing on providing the right content, to the right target group, in the right time, with telemarketing as an integrated part. The work we did can be divided in eight categories (see below). 

1. Persona and target definition

We started the campaign with identifying the target group by creating 3 different persona for the campaign. This was done by market research as well as interviews with sales people at Gibon.  

2. Content Creation

We used existing pre-made content to drive leads, and we re-branded the content aligned with Gibon’s graphical profile (also called "white label content"). This way we could quickly produce and launch different content assets.

The main content promoted was a whitepaper called “Start your journey towards digital change” and was created to help companies to take the first steps into the new and modern workplace. We also created a one-pager checklist used as follow-up content and nurturing purpose. 

3. Converting Landing Pages

The landing page is a pivotal component of the campaign, driving leads to convert by using forms. By using SharpSpring Marketing Automation system, we were able to gather all information like website visits, conversation rate, list  etc in one place.

4. Digital Advertising

We created social posts to drive leads to each landing page/premium content, customizing each social content after the partners audience target and persona. We used both paid social (sponsored) and organic posts in channels like LinkedIn and Facebook.

5. Email Marketing and Nurturing

To ensure maximum relevance for the partners’ target audiences, each email was personalized. Within the MA-system we used email nurturing to convert leads from unqualified leads to MQLs using an email nurture workflow cadence consisting of three emails containing consideration stage content and new call to actions.

gibon-emails

6. Video Creation

We created a ”KIT-film” for the campaign as a complementary to the banners on social media, as videos works great to generate traffic to landing pages.

GIBONVIDEO

7. Blog

The blog article was an important part to drive the organic traffic and leads to the landing pages offers. With a clear call-to-action in the post, we were able to point the visitors to the downloadable content and generate leads.

GDPR-GIBON8. Telemarketing

To qualify the leads coming in from the inbound campaign, we used our telemarketing team and Inside Sales specialists. After someone becomes a lead, our SDRs called and  qualified  the lead. Depending on the outcome, we routed the qualified leads to Gibon's sales department. If the lead was not qualified, we kept it in our process for further nurturing. 

System and technical setup

For this project we used SharpSpring as the marketing automation and CRM software (of which Brightvision is a certified partner agency). As the SharpSpring tool supports the inbound methodology, it simplified all work processes and enabled us to work with all marketing channels (like social media, email marketing, web, landing pages, forms, nurturing/workflows etc) in an integrated way. It was easy for us to optimize and create reports as we controlled and measured all work from one system. Since SharpSpring is paid on a monthly basis, it was also ideal for this shorter campaign.

The workflow process of implementing SharpSpring was:

  • Technical setup of SharpSpring
  • Building and designing landing- and thank you pages templates
  • Building and designing email templates
  • Creating forms
  • Creating CTA’s
  • Setting up relevant workflows and automation processes
  • Creating smart lists

Campaign results

During the pilot period, Gibon had an initial paid media budget of 30,000 SEK. Using LinkedIn's sponsored ads, the campaign generated a total of 68 MQLs. Out of these, 26 became SQLs, resulting in a generous 38% conversion rate. 

Overview

Total amount of leads: 68
SQLs: 26
MQL to SQL conversion rate: 38%

LinkedIn Sponsored Ads

We launched five sponsored ad campaigns consisting of 12 ads. 

LinkedIn average CTR: 0.69%

Highest CTR: 1.14%

Lowest CTR: 0.13%

Average: CPC: 44,84 SEK

Average CPL:  374,37 SEK

Below, you see the highest performing ad, generating a CTR of 1.14%. This is three times as high as LinkedIn’s average CTR of 0.3-0.45%.

Gibon LinkedIn ad

eBook landing page

The eBook landing page was the primary destination during the campaign. See the results below.

Number of visits: 1179

Number of unique visits: 770

Average time on page: 1.4 minutes

Form conversion rate: 3.6%

Gibon ebook landing pageSo what's next for Gibon? The landing pages are still active and continue to generate leads while Gibon is working on producing new and educational content for their prospects. Soon, they'll be ready to launch another campaign. With learnings and insights from previous campaigns, they'll be able to generate even better results and generate more leads.

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