Case Study

Griffin Capital

Services

Brand Video, Lead Generation and CRM

"Incredible! I was not expecting results to pop this quickly. What a great campaign!”

Diana Keary, SVP, Head of Marketing, Griffin Capital

Challenge

The financial advisory category is both complex and competitive with a flurry of different offerings and a general difficulty in engaging Registered Investment Advisors (RIAs), Financial Advisors (FAs) and Accredited Investors. Skepticism among these audiences is high, so we needed a way break through the clutter and offer something truly of value to our target audiences.

Solution

We deployed our DICE  (Data Informed Customer Engagement) model of lead generation to deploy an integrated campaign in roughly 30 days.  Leveraging a mix of branded and un-branded emails designed to pique interest and top-of-the-funnel digital display and retargeting ads, we created several dozen unique assets in a matter of a few weeks.

We then A/B tested all relevant actions and leveraged data to test results and optimize the campaign in real-time. All of the above activities were also supported with retargeting display advertising through LinkedIn.

Setup & Reporting

We managed the set up and integration of Pardot, creating the forms and email sequences, then integrating with our custom-built WordPress landing pages. To track events and trace traffic, we added Google Tag Manager Implementation and UTMs to all links. We then deployed Heat Mapping tracking on all landing pages to further optimize the campaign, aggregating click and scroll data. We share results in real-time with a custom-built dashboard where critical metrics are tracked.

Results - Within first 30 days of deployment

Brand Awareness

Successfully exposed the brand to two premium metro markets (LA & NY): 66,838 financial advisors and gained over 70,000 impressions, through LinkedIn Sponsored ads

 

Lead Engagement

Attained an average 23% open rate and a 14% click rate; beating the B2B industry averages of 15% and 3% respectively and drove 1,900+ landing page views


Lead Capture

Captured 500+ marketing qualified leads at an average annual ticket price of $280,000

Data Drives Everything.

We have a custom approach to digital lead generation called DICE (Data Informed Customer Engagement) that focuses on making decisions from factual data & analytics, not opinion. This rapid-deployment model enables us to quickly develop go-to-market strategies and deploy in as little as 30-days, gathering data, optimizing campaigns and driving towards agreed upon success metrics.

Our DICE Model of Lead Generation

Step 1. Strategy & Workflow (Week 1)

It all starts with a 1/2 day workshop where we define goals, user flows and audience needs. We collaboratively map the outline of a media plan in real-time.


Step 2. Asset Creation (Weeks 2-3)

We optimize existing assets and create new ones that will best serve the goals of our campaign. From display ads to infographics to landing pages, we quickly produce valuable materials.


Step 3. Development (Week 4)

Just one month after kick-off, we have media in market. A/B testing messaging, CTAs and assets across various audience segments enable us to leverage data to optimize and expand.


Step 4. Insights and Optimization (Week 12)

90 days after kick-off, we share wins, insights and recommendations for future optimization efforts, scoping a second 90-day sprint to build upon past successes.