$26M+ in pipeline from a paid program built almost from scratch

The Company

This global telecommunications company offers an end-to-end suite of locally-based, custom-designed communications solutions deployed over leading Tier-1 network infrastructure that connects the Americas with over 110 countries worldwide.

The Challenge

Despite being a subsidiary of a large, global telecommunications conglomerate, the Americas group had a lean marketing team, with most effort driven by one stakeholder. Paid digital marketing wasn't adequately driving qualified traffic or converting qualified leads, resulting in minimal bottom-of-funnel demand and virtually non-existent top-of-funnel marketing-generated leads — compounded by little communication between marketing and sales on shared goals and SLAs.

The Approach

FullFunnel was hired to build, deploy, and manage a productive paid digital marketing program across paid search, paid social, and display.

Dissected the competitive digital environment of the North American telecommunications industry, feeding advertising opportunities and threats to internal campaign creators in real time.

Optimized paid search campaigns narrowly focused on unique value propositions, paired with optimized landing pages using progressive profiling to validate lead quality.

LinkedIn and YouTube campaigns using downloadable content offers to consistently generate quality top-of-funnel leads, nurtured via a robust thank-you page experience and personalized email flows.

Progressive profiling from form fills and a lead scoring infrastructure let the sales team pre-qualify many top-of-funnel leads as sales-ready.

Brand awareness campaigns tied to major relevant news events, plus geo-targeted display campaigns around important telecom industry events.