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How data and smart targeting helped Patheon improve conversions by 35%

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
A doctor takes the blood pressure of a patient in a healthcare office.
the opportunity

Maximizing lead quality and volume within budget

Patheon sought to significantly enhance both the volume and quality of leads from their existing Paid media spend. Their goal was to develop a data-led approach to targeting in a bid to drive more leads from the available budget.
the solution

Purposeful innovation for optimized lead generation

Patheon asked us to review their inbound lead generation activity with the objective of identifying opportunities to significantly enhance both the volume and quality of leads from their existing Paid media spend. Our strategy was to develop a data-led approach to prioritising quality leads in a bid to drive more conversions from the available budget.  

Solution: The roots of success  

Our solution focussed on delving deeper into the lead funnel to develop a more detailed understanding of lead outcomes over time.  

  1. Data-Driven Google Ads Overhaul: Rather than simply optimizing using last click analysis, the team conducted an in-depth lead outcome analysis utilizing Salesforce’s web-to-lead functionality. By extending campaign analysis beyond simple  lead volume to include lead outcome, it allowed us to develop a new lead scoring matrix that prioritised quality over quantity. The new lead scoring matrix provided a new lens through which to recalibrate the entire Google ad estate – resulting in significant gains in MQL to SQL conversion and $/SQL metrics.
  2. Retargeting Precision: Through a comprehensive segmentation of audience behavior, the team identified key patterns among returning visitors and warm leads. This enabled us to develop personalized messaging strategies that resonated particularly strongly with segmented audiences. The behavioral audience analysis and targeted approach revealed conversion opportunities that had previously been overlooked, leading to a 107% increase in conversion rates for these retargeted audiences. 
Doctor specialist consulting a patient in a doctor's office at a clinic.
the results

Transformative success

Our insight-driven approach delivered significant, transformative results for Patheon: 

  • +35% Conversions 
  • -22% $/Conversion 
  • +27% MQLs  
  • +33% SQLs 
  • –12% $/Lead 

Visitor behavioral analysis provided opportunities to significantly increase the precision and effectiveness of retargeting campaigns. The results not only delivered immediate impact but also set the foundation for continued PPC success.