4 min read
The metaverse: Why B2B marketers should care
The so-called metaverse. For something that has precisely nothing to with Doctor Strange, the...
It’s a question that more and more of the world's largest organisations now find themselves asking: how to run multiple marketing activities that will drive multiple opportunities for multiple divisions without diluting the overall brand.
So it proved at KPMG, an inventory of its marketing activities having revealed that its nine divisions were looking to run no fewer than 18 campaigns concurrently – each with its own value proposition.
This was compounded by other issues. A heavy reliance on organic reach. The lack of a strategic paid media strategy or demand-gen engine. Having an extensive content library, but no strategy for disseminating or managing it at scale. Nor a singular, cohesive mechanism for keeping the KPMG brand front and centre.
Three small, inefficient tactical campaigns, which delivered an average rate of conversions at a high cost per lead, eventually confirmed that it needed to rethink its siloed approach and create a single, consolidated, strategy-driven content and lead-gen programme.
Compared to the metrics of the earlier three-campaign benchmarks, the demand-gen engine based-approach delivered exceptional performance, directly driving:
- A 5x conversion uplift (clicks to leads)
- A 3x reduction in cost per lead
- Lead-target percentage to be exceeded by more than 3x
- 100s of project wins
Though initially run as a three-month initiative, KPMG would go on to adopt the programme as an ongoing, ‘always on’ approach.
The results exceeded our expectations. Working with Twogether, we developed a unique approach, integrating all of our campaigns into a single, targeted programme underpinned by a powerful demand generation engine.
The agency advised us, not only about selecting the right channel mix, but also on how to use the programme strategically, with one media plan, and one budget across all divisions. The results speak for themselves, and with Twogether, we’re proud to be rolling out the programme again to ensure another successful year.
Senior Campaign Manager
Best lead generation or nurturing campaign