B2B lead generation
JABLOTRON
We are accelerating the acquisition of Jablotron's new assembly partners in France, the Netherlands and Poland
we achieved 60 % better results in the number of registrations
new people interested in online training
Challenge
Jump from offline to online
Jablotron is a purely Czech technology company with its own development and production of modern solutions for the protection of property, health and safety. It offers its products and services not only in the Czech Republic, but also throughout Europe. Last year, like all other companies, Jablotron's management was forced to respond to a covid pandemic. Together with us, they looked for a solution to provide training for service partners, which normally took place offline.
Where and how to address assembly companies and technicians who have until now been used to offline training? The challenge for us in this case was not just to design the right performance campaign strategy. We also had to understand the specifics of the French, Dutch and Polish markets in order to be able to generate as many registrations for online certification training as possible.
How to
Optimized for success
Goal defined. Target group as well. It was time to set the strategy and prepare an extensive media plan. However, it would not be possible without thorough analysis, testing and setting the right metrics to measure the success of the campaign. Within the media plan, we determined the ratio of investments according to individual channels. At the same time, we had to answer the question of where to lead the clicks from the banners. It was necessary to create a space where those interested in training could find relevant information. We therefore designed a landing page for each country.
In the first phase, we spent most of our budget on display advertising, search advertising, and YouTube advertising. This seemed like the right way, given our experience of similar campaigns targeting the B2B segment. Therefore, we were slightly surprised by the results of regular monitoring. Surprisingly, the best performance was delivered by campaigns on Facebook. That's why we've reduced investment in search and display campaigns, and more than doubled our Facebook campaign budget.
As part of campaign optimization, we also tracked microconversions (so-called auxiliary conversions), which in this case were, for example, clicks to play videos, clicks on "questions and answers", and more. We thus obtained much better input data for setting up the remarketing part of the communication. And we minimized the risk of leaving the site immediately.
Impact
So many countries, so many customs
The differences between the audiences were easily reflected in the results of individual countries. However, what applied equally to all countries was the strong response on Facebook. While in the Netherlands 64% of registrations came from Facebook, in France it was just over 66%, and in Poland it was even 70% of the total. Increasing the budget for Facebook campaigns was therefore the right choice.
However, in the case of search engine campaigns, there was no such match. They ran successfully in France and Poland. In the Netherlands, however, they did not start off at all. So we decided to use dynamic search engine ads, which ran smoothly. First they delivered microconversions, later the first registrations came up.
Continuous campaign optimization is the key of success. And this was confirmed in this case as well. The changes we made compared to the media plan resulted in overfilling the set registration targets by 60%. In the course of four months, 812 people interested in training service partners applied.
Are you interested in our services?
We will contact you as soon as possible. You can also call us on