Cost per acquisition driven down to £1.94

BOC
BOC

Part of the €16.9bn turnover Linde Group, BOC is the largest provider of industrial, medical and specialist gases in the UK and Ireland.

Persona

Persona

Welding business owners in the UK and Ireland

Objectives

Objectives

Develop a new model for lead generation

Set up a content marketing programme infrastructure

Key highlights

Key highlights

24.7% landing page conversion rate

Focused digital optimisation strategy resulting in £1.94 lead acquisition cost

Content distribution partnership secured with key industry body

Outcomes

Outcomes

1265 marketing leads during first six months of programme

Predictable monthly lead flow based on careful targeting and optimisation

Digital stack
LinkedIn Google Analytics Google AdwordsDotmailerZapier 
QZZR Unbounce Wordpress Perfect Audience

Though we’ve been producing content for many years, Contentology has really helped to bring purpose to our efforts. The number of leads speaks for itself, but we’re now also reaping the benefits in terms of higher quality social engagement and lower media costs – not to mention buy-in from our campaign marketing teams across the business.

James Foster, Digital and Marketing Communications Manager