What we achieved for Honeywell
under 3 months
We wanted to generate more leads and opportunities to support our sales teams across the region. Thankfully, React has further strengthened our presence across Google and LinkedIn and we are seeing consistent growth month on month as a result.
Marketing Communications Leader MEA & Turkey
Honeywell is a fortune 100 software-industrial company originating from the USA. They have been present in the Middle East for over 60 years, helping everything from aircraft, buildings, supply chains and workers become more connected, productive and profitable.
After many years of building successful and profitable relationships with strategic partners and clients across the Middle East, Honeywell’s regional marketing team wanted to further leverage the digital landscape to capture more leads and increase revenue for their various lines of business.
Honeywell wanted a digital strategy that would reach decision makers across numerous verticals and help cost-effectively promote their vast portfolio of innovative products and solutions.
Due to the massive marketing scale faced by both Honeywell and React, we understood success would be better realized by front loading our resources into strategic planning before commencing actual marketing promotion.
It was clear we needed a clear and simple map that connected the major variables of our digital strategy:
- What products and solutions have the greatest sales potential in the region?
- Who would ideally invest in such products and solutions across which verticals?
- How could we reach these decision makers using digital tactics?
- What messaging would best engage with our target audience to drive leads?
- How could we help nurture leads into ‘marketing & sales qualified’ status?
- What metrics should be monitored and measured to prove campaign success?
Generating Leads Using LinkedIn Advertising
By developing Honeywell’s ‘Buyer Personas’ and mapping their prospect’s ‘Online Customer Journey’, it became apparent that LinkedIn would be the best platform to achieve Honeywell’s objectives of high-quality lead generation.
We first established Honeywell’s regional LinkedIn page and then began conducting a series of small test ad campaigns to gather both quantitative and qualitative data from their target audience.
The Power of LinkedIn's Lead Gen. Forms
We mapped the performance metrics that effectively highlights their target audience’s journey down the marketing funnel:
- Cost-per-thousand (CPM)
- Number of clicks
- Click-through-rates (CTR)
- Cost-per-clicks (CPC)
- Lead form opens
- Lead form completion rate
- Number of leads
- Cost-per-lead (CPL)
By conducting an in-depth analysis of the initial campaign data, it became apparent that LinkedIn’s Lead Gen. Forms were yielding very strong results for Honeywell for a few key reasons:
- LinkedIn’s Lead Gen. Forms automatically populate contact information from the user’s account in the forms directly. This reduces the target audience’s effort and resistance to provide their contact information improving our conversion rate.
- As the Lead Gen. Forms could capture contact information directly from LinkedIn, our target audience did not need to be re-directed to external landing pages which would have only increased the likelihood that they would drop-out.
- The Forms can be connected to variety of advert types, from flat imagery, to carousels, and videos – this meant we could experiment with a range of ad types to see which would yield the greatest ROI
- Irrespective of how Honeywell’s target audience prefer to use LinkedIn (whether it be on their desktop or mobile), the Lead Gen. Forms are optimized for both experiences meaning we could receive leads at anytime of day with equal effectiveness.
Honeywell saw overnight success as part of their Lead Gen. activities with React. LinkedIn’s Lead Gen. Forms are now an essential tool in Honeywell’s marketing portfolio with form submission conversion rates as high as 28% (meaning for every 100 people that open the Lead Gen. Form, a staggering 28 leads are generated).
If you oversee the marketing of a B2B business, and would like to experience the powerful results of target lead generation advertising, contact React today.
Interested to see what we can help you achieve for your business?
Book a free consultation with one of our team members to discuss your marketing goals