Generating sponsorship & delegate leads for IDC’s EMEA events
IDC is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. They were looking for a partner to support them in generating sponsorship & leads for their events.
HERE’S HOW WE DID IT
REACHING OUR TARGET AUDIENCE
For LinkedIn we implemented a rigid test & learn approach, trialling various different levels of targeting including job titles, member groups, job function & years of experience, to ensure we reached the right audiences. Targeting member groups on LinkedIn allowed us to tap into live discussions on key themes to help IDC better understand the content to serve up.
Our core audience was senior decision-makers at IT companies. In order to target them most effectively, we tweaked our audiences for each event.
LANDING PAGES AND CONTENT
Our experience with B2B marketing suggests that a combined approach to paid social including a mix of upper-funnel content alongside acquisition-led activity would achieve the best results.
We ran a range of creative executions across LinkedIn specifically, i.e. InMail, Sponsored Content & Lead Generation Forms. Content-focused ads ran throughout event campaign lifecycles & focused on engagement & awareness, as well as building the remarketing pool for lower-funnel adverts.
Curated also consulted on landing pages to ensure that the customer journey on-site was strong & lent itself to capturing data.
LINKEDIN & CONVERSION TACTICS
In order to maximise lead volumes & sponsorships, we knew that IDC needed to maximise the number of digital touch-points they were engaging customers with.
Curated implemented remarketing ads to customers that we had attracted through our top of funnel content activity.
We also ran Display remarketing and Google Ads activity to ensure that we were re-engaging customers across the web, and showing for those actively searching in the market.
Overall, our activity with IDC was a huge success, we drove an increase in delegate & sponsorship leads and acquired these leads below our target cost.
"Working with Danielle and Charlie is like having an extra team member. They are there for ideas, advice as well as helping set up, run and report on PPC campaigns. Glad to have them ‘in my team’.”
EMEA Marketing Director at IDC