Gemalto: Account based marketing across sectors and regions

CHALLENGE

Gemalto’s customers include different decision makers across a wide range of industries around the globe, from technical experts in the automotive sector, through to fraud teams at mobile operators. Over the years, they have wanted to build top-of-funnel prospect engagement with their content marketing, and turned to us to help them.

APPROACH

We’ve run a range of campaigns for Gemalto, ranging from broad awareness campaigns through to extremely targeted data-capture driven programmes. Our most recent push, to mobile operator audiences across Africa, used LinkedIn’s new Leadgen card advertising format to eliminate user friction for data capture and get very specific with the audience targeting.

IMPACT

The campaign delivered Gemalto’s lowest cost-per-lead in its history – £8.20, with nearly 250 leads captured. The exposure to the very narrow audience set – only 3,000 people across the targeted organisations – was extremely impressive, and the ad-creative we developed ensured we were not only getting unreal levels of conversion, but significantly lower costs-per-lead than would be expected.

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