The Challenge
With difficulties in attribution for B2B lead generation, our client wanted to understand which marketing tactics were working the hardest and where their marketing plans could be improved.
The Solution
The Keen Platform was leveraged to create a model of their marketing tactics and major drivers of B2B leads, which uncovered how their investments contributed to leads. Simulating an optimized budget plan across tactics and timing identified the ability to drive incremental B2B leads by increasing top-of-funnel investments.
The Result
Brand executed similar to the recommendation, reallocating budget to ToF, and realized a +10% incremental lift in B2B lead growth while maintaining similar YoY budgets.
