• +25% YoY Demo Requests
• +84% Net New Leads
• +55% YoY Website Visits

Trimble, a global technology leader, had an estimating software solution targeting general contractors. The only inbound lead generation efforts that had been established were from tradeshows. They came to us with the ask to develop a 3-month lead generation paid media strategy that would be a test to establish proof of concept. The proof of concept was a success! Over three years and four campaign planning cycles, a demand generation machine was built.  

Phase 1 was the proof of concept, where enough budget was allocated to develop a multi-touch strategy that would allow us to test multiple partners, tactics, and creative. 

Phase 2 layered and pushed the edge with an increased budget, timeframe, and opportunities. Testing expanded with partners, tactics, and creative strategies while leaning into the tried and true from Phase 1. 

Phase 3 moved past lead generation with the introduction of media to re-engage leads stuck in the nurture. 

Phase 4 ran the demand generation machine. Tried and true partners and tactics were the baselines. Once publisher eBlasts performed, other tactics were tested with that publisher. Guaranteed leads were acquired as HQLs (highly qualified leads). New creative executions were tested. An always-on, evergreen campaign was deployed to drive demand and increase the frequency of named accounts and leads. A percentage of the budget was held during planning to optimize based on campaign performance.  

Outcome

• Demo Request Increase YoY: 25%
• Net New Leads per phase: Average 84% 
• Website Visit Increase YoY: 55%

Key Takeaways

• Start simple.
• Build upon tried and true. 
• Lean into testing and learning. 
• Set up is crucial to track success. 
• Track from media source/type to sale.
• Always be thinking about the next piece of content.  
• Educate the sales team on the program with regular check-ins.
• Be nimble and, optimize media, creative, assets, and nurture flow. 
• It is about more than just CPL or responses; Monitor YoY site traffic and other lift indicators.