Spotting a niche in the market
Working towards KPIs in partnership with the Zap marketing team
ZAP had recently launched their new product, which connected CRMs and ERPs to business intelligence dashboards. Our first campaigns had been about building pipeline, and discovering which messages worked with which markets. By A/B testing rigorously, we discovered that there was a particular demographic that was engaging with a very particular message.
We were tasked with bringing this demographic of data scientists into the pipeline at a CPL of lower than £35, with a target of 200 leads.
White Paper copywriting & design, Audience Research, Paid Social, Analytics & Reporting
We promoted a generic White Paper with a four-way split which reflected the four ‘flavours’ of ZAP Data Hub at the time. By analysing demographic data from our InMail campaign, we saw that Data Scientists were opening the Data Governance flavour at a 70% rate. Therefore, we suggested writing a specific Data Governance white paper just for this demographic, and A/B testing different headlines within the niche.
We achieved significantly better results than forecast, with over 380 leads at a CPL lower than £20 per download.