B2B brand increase their ToF marketing investments and increase leads

Case study for B2B company

About the client

B2B company in the telecommunications industry
+10%
increase B2B leads
In this case study

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. 

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