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How A Full-Funnel Paid Media Approach Secured A 257% Increase In Leads Year on Year

by | 28 Jan 2025 | Uncategorised

How A Full-Funnel Paid Media Approach Secured A 257% Increase In Leads Year on Year
Luke Herlihy
Marketing Manager
WOBI

I’ve had the pleasure of working with Ardent for nearly three years, and I couldn’t be more impressed! The team truly understands our business goals and consistently delivers tailored strategies that drive us toward success. Their dedication and expertise make them an invaluable partner.

Improvement in landing page conversion rate

Increase in leads

%

Video views (in million)

The Business

WOBI, a global leader in business content, holds the World Business Forum, a premier event that gathers thousands of senior executives in major cities worldwide, including Sydney and New York. The Forum delves into the most relevant management topics for C-level executives and management teams, offering insights from world-class business thought leaders. WOBI’s primary goal is to generate online leads, which are then nurtured through a robust offline sales process to secure ticket sales to the event.

The Challenge

WOBI sought to enhance its digital marketing strategy to better align with evolving best practices and maximise its lead generation potential. The existing landing page presented an opportunity for improvement in conversion rates, and there was scope to build a strong video ad strategy and awareness campaigns to better engage the target audience. To address these challenges, Ardent collaborated with WOBI to develop a full-funnel approach aimed at seamlessly guiding users from awareness to lead generation, with the ambitious goal of scaling leads by 3.6x alongside a 4.6x increase in investment.

Our Process

Ardent’s strategy for WOBI involved a multifaceted approach, starting with a robust awareness phase lasting eight weeks. During this period, approximately 60% of the total investment was allocated to awareness campaigns. These campaigns focused heavily on display through DV360; and social media ads on Meta and LinkedIn, with a strong emphasis on video ads. This approach was designed to maximise impact and build engaged audiences by retargeting video viewers.

For the traffic and lead generation stages, Ardent executed campaigns across Google, Display, Meta, LinkedIn, and YouTube. These campaigns were optimised to drive users who were more likely to engage with the newly developed landing page. A notable innovation in this strategy was the introduction of a dedicated LinkedIn campaign, which, combined with a renewed focus on video ads marked a significant shift in WOBI’s digital marketing approach.

The Impact

The results of these efforts were transformative for WOBI. The landing page saw a 2.6x improvement in conversion rate, and the overall lead generation increased by 257%. Additionally, the campaigns generated over 1.2 million video views, significantly enhancing brand visibility and engagement. Importantly, WOBI expressed high satisfaction with our team’s involvement, solidifying our trusted partnership and commitment to continually evolving digital marketing strategy to achieve results.

The success of these strategies has not only led WOBI to continue expanding its investment in digital marketing but also encouraged them to explore new online tools, campaign types, and channels. This ongoing partnership highlights the effectiveness of a well-executed, full-funnel digital marketing strategy in achieving and surpassing business objectives.