To kick things off, we leveraged data to better inform where our media dollars would be  allocated all while ensuring that those placements would drive positive results.

We partnered with the client’s in-house team on creating a closed-loop feedback system so they could better leverage their pipeline data and better understand their customer needs. We also introduced new tactics to their content distribution with a focus on customized experiences such as interactive web syndication, incentivized programs, and binge format content. 

As we rolled out media into market, we created a test-and-learn approach to media so we could make adjustments and optimize towards high performing media. Ultimately, this lead to us uncovering opportunity in shifting the focus of the campaigns to lead generation networks and specialists. We also discovered that some of our audiences preferred thought-leadership content, so we ensured those audiences were presented with the content they wanted.