Global commerce platform achieves 74% lower CPL through strategic ABM optimization
74% reduction
13x higher
41% qualification rate
Brightdome's full funnel media strategy reduced acquisition costs and increased lead qualification rates to 41% in the US market.
A global commerce platform faced inefficient lead generation in the US market with high costs and low qualification rates. Brightdome overhauled their LinkedIn and Google Ads strategy, implementing a full funnel ABM approach with rigorous optimization. Results: CPL dropped 74%, lead qualification reached 41%, and high value content achieved 13x higher conversion rates. The optimized campaigns delivered predictable lead flow and efficient market penetration.
THE CHALLENGE
Inefficient media spending hindering US market expansion
A global digital commerce platform was aggressively expanding into the competitive US market but faced significant headwinds with its demand generation efforts. Initial campaigns on LinkedIn and Google Ads, primarily focused on bottom of funnel lead generation using success stories, proved inefficient for attracting new prospects unfamiliar with the brand. This strategy resulted in low click through rates and unsustainable Cost Per Lead (CPL).
Furthermore, lead quality was a major concern. Campaigns frequently reached non target job titles or individuals lacking the necessary seniority for enterprise software procurement. Operational issues compounded the challenges. Format inefficiencies were rampant with LinkedIn campaigns generating high CTR but very low conversions.
The fragmented approach lacked top of funnel awareness, meaning the target audience often did not understand the platform's value proposition before being asked to convert. This inefficient media spend was burning budget without delivering the qualified pipeline necessary for growth.
OUR APPROACH
Implementing a data driven, full funnel ABM media strategy
Brightdome media team shifted from purely lead generation to a segmented full funnel approach (Awareness, Consideration, Conversion). Brightdome implemented rigorous Account Based Marketing (ABM) tactics, focusing on key customer segmentation tactics.
To improve lead quality, Brightdome's performance marketing team applied granular targeting filters, and purchase behavior signals making the message reach the correct audience more often. The content strategy pivoted based on performance analysis. Recognizing that value added content significantly outperformed case studies in lead form completion metrics, Brightdome prioritized high value Ebooks for lead capture.
The team optimized channel formats by reallocating budget from inefficient Sponsored Messages to higher converting Sponsored Content and Document Ads. Brightdome conducted over 2,000 daily optimizations for copy, bid, and audience. Critical cost optimizations included implementing day parting, budget caps for non-performing niche campaigns and more.
RESULTS
Predictable pipeline generation and drastically improved media efficiency
The strategic overhaul delivered significant improvements in efficiency and lead quality across the engagement. The overall Cost Per Lead (CPL) dropped by 74% and the Cost Per Qualified Lead (CPLQ) decreased by 62% in a single month following key optimizations.
The pivot to Value Added Content proved highly effective. The top performing ebook achieved conversion rates of 12% to 13%, a 13x increase over the previous average for case studies. Lead quality improved substantially through refined targeting, achieving a 41% overall qualification rate across all leads generated.
The full funnel strategy also succeeded in building awareness, generating dozens of million impressions. Institutional videos were highly effective, achieving millions completions at profitable cost per completion, with retention rates reaching 50% to 80%. This data driven approach enabled the client to establish a predictable lead flow and efficiently penetrate the US market.
Client
Global Enterprise Commerce Platform
Industry
Company Size
Enterprise
Main Problem
High costs, low lead quality
Partners
About the company
A leading enterprise digital commerce platform providing commerce, marketplace, and OMS solutions to over 3200 active online stores globally.
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