370 leads at ₽349 each.

Background

Company N (the client asked us not to disclose their details) sells metal-cutting machines. They came to me on a recommendation and asked me to build a landing page and set up advertising in Yandex Direct

Company N (the client asked us not to disclose their details) sells metal-cutting machines. They came to me on a recommendation and asked me to build a landing page and set up advertising in Yandex Direct

Company N (the client asked us not to disclose their details) sells metal-cutting machines. They came to me on a recommendation and asked me to build a landing page and set up advertising in Yandex Direct

The task

Attract qualified B2B clients online

Attract qualified B2B clients online

What was done

I started with a detailed review of the project and drew up a promotion strategy.

I started with a detailed review of the project and drew up a promotion strategy.

I studied the client's product in detail and researched the target audience. Without understanding what we are offering and what problems the product solves, nothing will sell.

I studied competitors' websites and offers, as well as industry forums. Competitors shape certain expectations in the prospective client's mind around their product. That is a baseline we cannot fall below, otherwise the promotion budget would simply “go down the drain”.

Based on the conclusions from this research, I created the structure, design and copy for the future landing page.

I mapped out the project launch strategy.

After that I built a one-page website and added several conversion features to increase the number of leads.

I added information about the company framed around the client's benefits rather than “look how great we are”.

Few people read this kind of block, but without it the conversion rate drops.

Once the site was ready, I set up and launched an advertising campaign in Yandex Direct. Leads came in steadily from the very first day of the launch.

Over the following 2 weeks I analysed the performance of the ads and “fine-tuned” them as far as possible.

During the analysis I identified 17 cities where people were requesting consultations but never bought anything.

I gathered more precise data on the gender and age of the target audience. This made it possible to save the client's budget by showing the ad only to people who were genuinely interested.

I changed the offer on the site, and conversion rose by a further 0.7%.

Once the landing page and the ad campaign were finished, we moved on to lead handling. The lead-to-deal conversion was only 3%. That meant we needed to identify the managers' mistakes when handling leads and help them work more effectively.

I reviewed how the managers worked, wrote a script for talking to clients and designed a structure for “follow-up” emails.

Lead-to-deal conversion grew from 3% to 7%

Results:

For brand packaging and building systematic marketing, contact epic name. or message our VK community. There you can leave a request or ask questions.

For brand packaging and building systematic marketing, contact epic name. or message our VK community. There you can leave a request or ask questions.

Over 88 days:

Leads — 370

Cost per lead (excluding calls) — ₽349

Average order value — ₽1.5 million

Return on investment for the project — >1000%

For brand packaging and building systematic marketing, contact epic name. or message our VK community. There you can leave a request or ask questions.