Innovative Cross-Channel Marketing Strategy Boosts Conversion Rate

Enterprise cybersecurity is a niche audience, making it hard to identify the high-value decision makers controlling these investments. Identifying, reaching and engaging the right audience to drive leads were challenging for our client, a cybersecurity company. Goodway developed an audience-first digital marketing strategy to reach its highest-value prospects in its target markets to drive more site engagement and quality leads.

We executed a comprehensive cross-channel campaign in five key markets, targeting audience segments with a higher propensity for converting. Post-launch, our media team analyzed multidimensional campaign data to find insights to drive incremental performance lift. We leveraged custom audiences to align its digital marketing strategy with its sales cycle, driving deeper engagement and more actions throughout all customer journey touchpoints.

We generated a significant amount of high-quality leads for our client's prospecting pipeline and provided actionable insights that our client leveraged to inform its market expansion strategy. The impactful cross-channel media strategy boosted conversion rates by 400%. Our analysis of cross-channel exposure and path to conversion proved impactful with an eCPA that was 39% below the client's goal.