Converting qualified leads into sales is the goal of a well-executed lead nurture program for any brand. With the introduction of Facebook lead gen ads in 2017, Dell EMC found an opportunity to create a multi-funnel based approach within social that took IT Decision makers throughout the customer journey from awareness to sales lead, through a holistic digital approach.
Across Dell's B2B digital channels, a well-executed lead nurture plan can turn a prospective lead into a long-term customer. On the social end, the launch of Facebook Lead ads in 2017 offered the perfect opportunity to bridge the gap between promoting awareness and garnering qualified leads. Before the launch of Facebook lead gen ads, Social media in the B2B realm was primarily used as a vehicle to promote ad hoc awareness messaging or traffic driving based campaigns with minimal exploration to tap into revenue driving executions.
With the anticipation of the lead gen launch on Facebook during early 2017, MediaCom proposed testing FB lead gen ad units on the platform to capture leads made up of IT Decision Makers (ITDMs) interested in our enterprise solutions. We harnessed the power of Facebook lead ads to present ITDMs with Dell EMC's solutions based on their on-site behaviour. Throughout the campaign, we re-targeted our audience with Servers, Storage and Converged Infrastructure solutions ads based on their interactions across DelEMC.com. The lead ads used to re-target hand raisers (users have explored Solution based content and Store pages on site), was available on both mobile and desktop. This made it easily accessible for our users and provided them a seamless experience as they completed a lead form without being driven off site.
These lead ads shared niche solutions content in the form of exclusive white papers that aligned with the interest they'd shown on site. This in turn, allowed us to retarget to encourage them to take the next step in the consideration journey (speaking to a Sales Rep). Upon viewing the ad, users complete required information to gain access to the white paper.
Once users completed the lead form, information was saved on Facebook for the Dell EMC team to retrieve and input in their sales systems to be picked up by further down funnel activities.
As a result of this campaign, we saw a ~ 12.7x return on ad spend was realized from the Facebook lead program in 6 months and a decrease of Cost Per Lead of 31% QoQ whilst volume rose.
Our lead gen campaign on Social showcased the value of the channel beyond being purely awareness or traffic driving. Over the year, we have created a multi funnel approach to targeting and messaging to drive hand raisers through a journey.
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