Social Eagle

Improving lead quality by combining brand promises with target audience triggers for new, inspiring creatives.

Client
Ultimaker

Project Duration
1 Year

Channels
Facebook, LinkedIn

Digital agency
DEPT®

Ultimaker sells high-quality 3D printers, 3D printing software, as well as materials, to innovative businesses. The company’s mission is to accelerate the world’s transformation to flexible, empowering, and sustainable solutions. During 2021, I was the lead digital marketing consultant for Ultimaker at DEPT®. The main challenge for this client was to convert B2B leads into sales, shifting the focus from quantity to quality of leads.

In order to improve not only lead generation, but making sure the conversion rate of these leads would increase, these were some of the main changes I made to the digital marketing strategy;

• Moving towards a full-funnel approach by investing more in branding campaigns in small steps. This was important since 3D printing only just got out of the ‘early adopters’ phase and Ultimaker’s brand name wasn’t that well established yet. Our target audience needed to get regular exposure to relevant content for them to be warmed up into potential leads.
• Improving the content strategy by leading a team of creatives to design new, refreshing content adapted for the different social platforms and placements. Instead of pushing the same content across different marketing channels we aimed to create tailored ad creatives. We also dived deeper into the needs of our target audience, and how Ultimaker is a solution to those needs.
• Making more use of the power of the algorithm by implementing a more data-driven campaign set-up, saving lots of time in terms of campaign management while driving better results.

Results I’m most proud of;

• Increased qualitative website traffic with +65%, which means more website visitors with a lower bounce rate and a higher time spent on site.
• Decreased the cost per qualitative website visitor with -38% by optimising for the most effective marketing channels.
• Increasing the number of leads with +21% while decreasing the cost per lead with -24% by exploring new target markets and using localised language ads.
• Raising the content strategy to the next level by combining data insights with new creative experiments. This resulted in a test-and-learn roadmap with clear hypothesis in order to structurally and continually improve our always-on marketing campaigns through creative experiments. This was a major win for the account because according to marketing research, creative is the biggest driver of results, and is likely to become even more important with the increased loss of consumer data due to new digital privacy protection regulations.