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Upsell: Optimize acquisition to generate qualified leads

Upsell: Optimize acquisition to generate qualified leads

Find out how we supported Upsell in its paid acquisition strategy to generate qualified leads. 
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  • +135%

    contacts generated

  • 70%

    of qualified leads from paid sources

  • +333%

    on landing page submission rates

Objectives and Challenges

Upsell turned to Markentive to maximize the generation of qualified leads as part of its outsourced sales services. The main objective was to improve the quality of leads from paid acquisition channels, placing greater emphasis on relevance rather than quantity.

After an in-depth analysis of the initial situation, Markentive redesigned the targeting strategy, maximizing lead quality via an inbound approach. Content production played a central role in this process.

At the same time, a particular emphasis was placed on exploiting HubSpot, with specific used cases aimed at simplifying the identification of qualified contacts.

Objectives :

  • Improve the number of qualified leads generated via paid campaigns (Google Ads / LinkedIn Ads) with a limited budget.

  • Improve the impression rate on the Google search network and reduce irrelevant traffic.

  • Improve the conversion rate of landing pages.

  • Optimize the use of Hubspot and monitor the performance of actions carried out on the platform.

  • Identify high-potential contacts in CRM.

The two objectives were to generate more qualified leads and to be able to identify them in the CRM, by maximizing the automation of this qualification.

To help Upsell achieve these objectives, we undertook an audit of the advertising network and the HubSpot instance. This enabled us to get off to a good start and identify the information needed to qualify leads.

  • Audit of advertising accounts and restructuring of campaigns (segmentation, keywords, ads and visuals).

  • Identified new keywords and monitored performance (search terms, conversions...) and tested new channels.

  • Advice on the structure of LPs and forms to boost conversion rates (Fields / CTAs).

  • Audit of Hubspot assets and implement assets to facilitate qualification (scoring, workflows).  

What we achieved

These actions have boosted the generation of qualified contacts and simplified contact identification in the CRM. In the future, our focus will be on automating these processes and working closely with sales teams to maximize conversions into opportunities. 
 

A word from Upsell

"A professional and competent agency. This is the second time I have worked with the agency, and it is always a pleasure to see their professionalism, the relevance of their advice as well as their investment in bringing projects to life. Many thanks to them !"

- Benoît Lecomte, CMO

Results

+106%

contact requests

+120%

impression rate on Google Search Network

+164%

MQL generated

About

See website

Industry

Services - Agency

Nb of employees

51 - 200

Localisation

France

Services

Growth Marketing, Inbound Marketing, Marketing Automation

Start your project