Driving long-term lead generation capabilities with digital excellence
Looking to dramatically increase lead generation from their channels, Patheon partnered with Wyoming Interactive to harness key digital marketing strategies that were optimized for both immediate and long-term engagement
Client:
Patheon
Industry:
Life Sciences
Services:
Campaign Management, Campaign Performance Analysis, Digital Marketing, PPC, Retargeting
The Problem
At a standstill in lead conversion
Patheon faced challenges with stagnant lead volumes from search campaigns and website interactions. They wanted to overhaul their search marketing to increase lead volume and harness the potential of previously visited users and open leads from their database.
The Goal
Setting the search effectiveness bar higher
Our goal was clear: To optimize search campaigns and implement targeted communication strategies that would significantly enhance the efficiency and effectiveness of their lead generation efforts, setting new benchmarks for performance in their digital marketing operations.
The Solution
Dual strategy for double the impact
Our team began with a comprehensive overhaul of existing Google Ads campaigns, integrating fresh keyword insights and rejuvenated ad copy. Concurrently, our team ran a meticulous performance analysis through Salesforce facilitated dynamic budget and bid adjustments tailored to the quality of leads generated.
Our retargeting efforts involved precise segmentation of website traffic based on historical visitor behaviours, enabling the delivery of custom messages that resonated with specific audience interests. A customer match campaign was also launched, targeting open leads via their emails to personalize communication efforts further.
The Results
Strategic lead gains and doubled conversion rates
The strategic enhancements implemented by our digital marketing campaigns significantly boosted the efficiency and effectiveness of Patheon’s lead generation efforts. There was a 27% increase in marketing qualified leads and a 33% growth in sales-ready leads, with the overall cost per lead reduced by 12%.
The campaigns also resulted in a 35% surge in conversions and a 40% improvement in conversion rates, with the cost per conversion decreased by 22%. Our targeted retargeting efforts proved particularly successful, achieving an impressive 107% increase in conversion rates for engaged audiences, and a 57% reduction in the cost per conversion compared to standard prospecting activities.
These outcomes not only better aligned Patheon’s market dominance but also highlighted the effectiveness of tailored digital strategies in driving substantial business growth and optimizing lead conversion pathways.
