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

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: Tracing 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 past just 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 deeply 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.