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Goals
- Increase lead generation for high-value products like E-sign Pro, ONDC, and Rise.
- Optimize lead generation efficiency across both ABM and performance marketing campaigns by refining targeting strategies.
- Boost lead quality by leveraging ABM for personalized outreach and combining it with performance marketing for broader reach.
ABM Campaign Performance Breakdown
Protean’s ABM strategy targeted high-value accounts in industries such as education, CSR, financial services, and technology. By focusing on personalized outreach, Protean engaged with decision-makers at top companies, significantly improving engagement rates and generating quality leads.
Key ABM Products:
- Vidyasaarathi (Education CSR) and ONDC (Sellers/Buyers) targeted via custom-tailored messaging, increasing the response rate and moving prospects further down the funnel.
- E-sign Pro and Rise campaigns were directed at high-level executives in the tech and BFSI sectors.
Performance Highlights:
- Unique Companies Reached: By January 2025, Protean had engaged with over 2,000 companies across various segments.
- Interested Replies: The ABM efforts resulted in significant reply rates, with products like E-sign Pro and Rise seeing high engagement in sectors like corporate CSR and BFSI.
- Lead Nurturing: Follow-ups were essential, with manual hot leads being prioritized for immediate outreach. Key segments were marked for re-engagement based on previous interactions.
Performance Marketing Campaign Breakdown
Protean’s performance marketing campaigns focused on generating cost-effective leads through digital ads, with a primary focus on platforms like Meta, Google, and LinkedIn.
Key Performance Marketing Insights:
- Meta Ads: Meta campaigns consistently yielded high numbers of leads at a low CPL, especially for ONDC and Rise.
- Google Ads: The E-sign Pro product showed strong results on Google, generating high-quality leads but at a higher CPL, which was optimized over time by focusing on long-tail keywords and conversion tracking.
- LinkedIn Ads: LinkedIn campaigns targeted at enterprise clients for products like E-sign Pro and Rise showed a higher CPL but generated qualified MQLs for these high-value prospects.
Combined ABM & Performance Marketing Insights
What Worked
- ABM-driven Engagement: The ability to personally reach out to decision-makers across various industries, including education, CSR, and BFSI, ensured high response rates, which were further enhanced through targeted follow-ups and hot lead prioritization.
- Google Ads Effectiveness: The Google Ads campaigns consistently generated cost-effective leads at scale, particularly for E-sign Pro and ONDC.
- Meta Ads Success: The Meta campaigns achieved a balance between reach and conversions, with Rise and ONDC Sellers showing strong interest.
Areas for Improvement
- LinkedIn CTR: Although high-quality leads were generated on LinkedIn, the click-through rates were lower, suggesting that creative optimization and audience refinement are necessary to maximize effectiveness.
- Follow-Up Delays: Some leads were not followed up promptly due to system delays, which resulted in lost opportunities. Automated follow-up triggers and CRM integration would improve lead management.
Recommendations for Future Strategy
- Refine LinkedIn Targeting: Increase CTR by refining audience segments and experimenting with various ad creatives to enhance engagement.
- Expand Google Ads Budget: Scale up the Google Ads budget for E-sign Pro and ONDC, mainly focusing on long-tail keywords that have shown high conversion rates at low CPL.
- Utilize Retargeting: Implement retargeting strategies across both ABM and performance marketing efforts to capture leads that showed interest but did not convert immediately.
- Leverage ABM Insights for Ad Targeting: Utilize insights from ABM interactions to refine paid ad targeting, ensuring ads are displayed to the most relevant and engaged prospects.
Conclusion
Protean’s integrated approach, which combines ABM and performance marketing, has been highly effective in generating high-quality leads and driving conversions. While ABM successfully generated personalized, high-value leads, performance marketing ensured scalability and cost efficiency. With optimized targeting and a continued focus on improving engagement rates, Protean is poised to achieve even greater success in the coming quarters.
