2019 leadgen campaign

challenge

Acquire new contacts from convenience retail companies that are not currently members of National Association of Convenience Stores (NACS). The challenge was to target companies that fit within the narrow industry vertical, “convenience stores and gas stations”, while limiting extra spending by spilling over into other adjacent industries such as “general retail.” The campaign was run concurrent with marketing for the very popular annual tradeshow, The NACS Show, so this campaign’s creative was closely integrated with NACS Show creative.

Skills Utilized

strategy

Developed highly targeted LinkedIn campaigns to reach individuals at companies that fit within the industry vertical. Once contacts were reached, they were attracted by content that addressed their business challenges which enticed them to provide their contact information by offering something of value. Prospects were enticed by a “lead magnet,” the first 30 pages of a very popular industry benchmarking report (NACS State of the Industry Report^®) that sells for $299.

solution

In order to achieve maximum reach to a highly-targeted audience we took a multi-channel approach. Sponsored emails to rented lists sent out from industry trade publications in addition to LinkedIn Ads. Two types of LinkedIn campaigns were run, sponsored content (static images) and InMail (private messages sent from a NACS Research staff leader). The LinkedIn Sponsored Content and InMail campaigns captured leads directly on the LinkedIn platform while the and email campaign directed visitors to a landing page hosted on the NACS website. In both cases visitors were directed to fill out a form with their contact information in order to receive the 30 page report.

Total combined leads and averaged LinkedIn campaign results are shown below but it is worth nothing that the InMail campaign had a very high click rate (over 50%) and a lead form completion rate of 62%. Meanwhile the Sponsored Content campaign had a 13.3% lead form completion rate.

results

Leads

Number of new leads generated from LinkedIn & Email campaigns.

Reduced CPL

1 %

Reduced cost-per-lead compared to the 2018 LinkedIn campaign. Note this cost reduction is only comparing the LinkedIn campaigns since email was not used in 2018.

Completion Rate

1 %

Average lead form completion rate for LinkedIn Sponsored Content and InMail campaigns.