75% increase in leads for large legal research firm
LexisNexis is a global data analytics company. Servicing over 175 countries worldwide, LexisNexis wanted to reach business audiences through paid search and programmatic advertising. Vine Digital helped the client achieve a 75% increase in leads.
Case Study at a Glance
- LexisNexis is a global organisation offering niche B2B solutions. As such, they were looking to boost qualified leads—but were challenged by the question of how to target top of funnel users.
- Vine Digital provided an innovative paid advertising strategy, which took advantage of paid search and programmatic platforms.
- Following implementation, the client saw a 75% increase in leads, as well as decreasing the cost per lead on key terms including “media intelligence” and “due diligence”.
“I’ve been lucky enough to work with Vine Digital since they first started. They’re not just an agency but a part of our company and an integral part of our marketing team. I can’t recommend them highly enough, I don’t know what I’d do without them!”
As a large legal research firm, LexisNexis required a partner able to handle their needs in multiple markets.
Vine Digital has worked with LexisNexis on many campaigns over the years, and first engaged us for SEO services. In this instance, our specialists were singularly focused on lead generation through paid channels.
Key Challenges Solved
LexisNexis sells complex B2B solutions; their service offering isn’t something you’d sign up for without undertaking in-depth research first. The Business Insight Solutions UK division wanted to use search and display advertising, to drive qualified leads in addition to leads generated at their events.
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Given the client’s product offering, we focused on positioning them as an authority in the niche. Vine Digital promoted whitepapers, guides and checklists: in other words, top of funnel offers with a lower level of commitment.
We aligned the whitepapers, guides and checklists to use cases of LexisNexis’ services. The top funnel offers were targeting higher intent keywords and audiences, which resulted in a high number of qualified prospects entering the purchase funnel.
Our paid advertising strategy focused on:
Vine Digital reviewed LexisNexis’ internal data, matching against the AdWords conversion data. This gave our specialists greater focus on the keywords, audiences, time of day, locations and ads which generated the most qualified leads. In order to increase this percentage, it was important to ensure that LexisNexis’ content wasn’t being downloaded by those who didn’t intend to take the next step.
Google’s Newest Features
We put an emphasis on testing Google’s newest features: if relevant to LexisNexis’ campaigns. We tested a range of in-market audiences (groups of people who have high intent to buy) and a number of different responsive display ads. This allowed us to spend more on the audiences and ads which were generating a higher number of leads.
- 75% increase in leads.
- 35% decrease in cost per lead for “media intelligence” and “due diligence”.