Scaling B2B & B2C growth with full-funnel precision marketing
THE CHALLENGE
A client in the literacy education space sought to expand its market presence while balancing B2B and B2C growth. Maintain high-efficiency performance while scaling for further growth. Expand brand awareness and pipeline influence using innovative ABM strategies.
The challenge was two fold:
THE STRATEGY & WORK
Level Agency deployed a data-driven, full-funnel digital approach, combining paid search, social media, and ABM (Account-Based Marketing) to drive impactful results. Key strategic initiatives included:
- Full-funnel media activation: Balanced ecommerce and B2B budgets to optimize ROAS while increasing pipeline generation.
- ABM expansion: Leveraged 6sense to identify and nurture high-value accounts, resulting in a significant increase in the influenced pipeline.
- Creative optimization & testing: Focused on targeted messaging and new platform tactics to improve conversion rates.
- Quality optimization: Implemented a rigorous lead qualification framework, ensuring leads met company's high standards while maintaining a 79% reduction in cost per marketing-qualified lead.
Level Agency executed a multi-channel approach, integrating:
- Paid search & social (Google, Meta, LinkedIn): Precision targeting of administrators to increase engagement and conversion.
- ABM & demand generation: Focused on high-value accounts, leveraging 6sense to optimize audience targeting.
THE RESULTS
Level’s strategic execution led to outstanding performance across both B2B and B2C initiatives:
- ROAS exceeded expectations at 5.5, with social advertising achieving an impressive 6.1 ROAS.
- B2B marketing impact skyrocketed:
- 70% increase in administrator leads from paid efforts in Q2-Q3.
- Over $300K in true influenced pipeline growth in accounts with no prior pipeline from ABM efforts (on ~$19K of total spend).
- $529K of closed-won pipeline influenced by ABM awareness campaign.
- Significant increase in net-new pipeline from accounts with no prior engagement.
- 8% pipeline goal overachievement two months ahead of schedule.
