Increasing Awareness, Leads and Conversions

A national retailer rebrands its business account program and doubles its highest-value MQLs, increases monthly conversions 10x, and decreases marketing cost by win 79% with an omnichannel marketing campaign.

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  • challenge icon mountain
    Challenge

    A major office supply, furniture and technology retailer wanted to rebrand its business account program and make a big splash quickly while combatting competitors in the marketplace. The goals were to increase reach and brand awareness, consideration and self-serve program sign-ups among small and midsize business decision-makers for the program.

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    Strategy

    Goodway Group designed a targeted omnichannel media plan including premium takeovers, social, CTV, video, audio and display across popular publishers and sites. Advertising messages highlighted key reasons to choose the retailer's business account program over competitors and encouraged shoppers to visit the retailer's website to sign up.

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    Results

    After the campaign launched, the national retailer saw impressive results: A brand study showed audio and CTV particularly drove significant gains in brand awareness, message association and consideration. The retailer also rapidly doubled its highest-value MQLs, increased monthly conversions 10X, and decreased its marketing cost by win by 79%.

  • Our strategic planning, support and omnichannel digital campaign helped our client successfully build its brand presence and deliver a seamless and unified experience across digital channels to meet our customers where they are.

    Sara Petrill
    Sara PetrillSenior Director, Goodway Group

    Results

    Since rebranding its business account program and launching this omnichannel marketing campaign, the national retailer has seen employee satisfaction improve 92% and achieved this:

    higher value icon

    2x

    highest-value MQLs

    Conversion lift icon

    10x

    increase in monthly conversions

    decrease icon

    79%

    decrease in marketing cost by win

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