2. The leads they were getting were too expensive

We set out to get them more SQLs through more targeted and efficient marketing efforts.

Persona Creation & Documentation

We sat down with the Tekla team to dig deep into their ideal customer profiles. As a B2B, we wanted to create personas around the most important decision makers at companies they worked with. They serve a specific audience, and we aimed to target them with precision.

We created their buyer personas based on demographics, job titles, company size, years of experience, job function, and seniority level to ensure we were getting in front of the right people.

Identified Key Target Accounts

Not being specific when running B2B advertising can be costly due to wasted spend on unqualified buyers or non-decision making employees – which is why in addition to the pinpoint buyer personas, we worked with Tekla to identify over 200 target companies they would want to work with across Singapore and Malaysia.

These specific target accounts would set us up for success when running targeted B2B ads.

Ran LinkedIn Awareness Ads

Using our buyer personas and lists of target accounts, we rolled out highly targeted awareness ads on LinkedIn.

Thanks to Brew’s proprietary third party media data, we rapidly tested copy, creative, and other variables across their ads. Rather than waiting months to collect data for optimization, our data helped us save them money by performing quick A/B tests.

We ran a number of ads promoting their product, free trial offers, and content downloads. Thanks to LinkedIn’s insights we were also able to gather great data on who was engaging with ads.

Designed and Created eBook Lead Magnet

Because the constructible process is a term trademarked by Tekla’s parent company Trimble, we wanted to better educate the market and bring more awareness to the process.

We worked with Tekla to create an eBook covering how the constructible process would change in 2020. It covered new construction trends, regulations, and more in great detail – offering a valuable lead magnet for their target audience.

Connected Ad Clickers with Sales Team

We connected those who engaged with ads or downloaded the eBook with Tekla’s sales team for follow-ups. Now their sales team would receive warm leads familiar with the constructible process and what makes Tekla unique.

The warmed leads would result in a big SQL increase for Tekla’s sales team.

Retargeted Leads with Google Display Ads

To close out the funnel, we set up retargeting ads to remain top of mind with those who had clicked on LinkedIn Ads and/or downloaded the eBook.

Google Display Ads are much more affordable than LinkedIn ads, allowing us to continue nurturing these target accounts for only a fraction of the ad spend.