CLIENT
Pallet
CHANNEL
LinkedIn – Lead Generation
IMPACT
Acquired 40+ leads with a CPL of $46.41, a company and industry low
THE CHALLENGE
Pallet, a manufacturing company building rapid-build tiny houses, sells their shelters to government officials and municipal leaders. The shelters are quick solution to move people out of tents and into temporary housing. As their growth marketing manager, I needed to brainstorm a campaign to acquire more leads for their sales team.
THE STRATEGY
To develop campaign ideas, I monitored news channels to see popular articles related to homelessness keywords. Veteran homelessness, which impacts thousands of troops, was a hot topic in the news. Unsheltered veterans are often used as an example of failing social services.
I wrote a white paper called “How to Help Homeless Veterans” after in-depth research. The white paper served as the foundation for our lead generation. Building out a series of LinkedIn ads for the new campaign, I created multiple variants and tested them against each other, analyzing impressions, reach, cost-per-lead (CPL), and engagement rate.
Collaborating with the sales team helped us identify patterns in their leads, which helped our targeting. On LinkedIn we targeted by a mix of job title (e.g., “mayor” “city manager”) and other relevant identifiers.
Checking the master spreadsheet daily, I reviewed ad performance and adjusted the targeting based on incoming leads.
THE IMPACT
The white paper paired with the LinkedIn ads hit the mark. Not only did we educate the audience about the value of the Pallet product line, we beat benchmarks.
The campaign out-performed the industry benchmark of $150 per lead, with an astounding CPL of only $46.41 per lead (the lowest CPL the company had ever seen).
Pallet gained 40+ new government and non-profit leads for the sales team to help end unsheltered homelessness.
