Driving high quality leads through an intuitive digital marketing strategy

As the Institute of Director’s preferred provider of business sales mergers and acquisitions, Avondale has been maximizing shareholder value and exceeding projected sale values for over 25 years.

Avondale came to Jellyfish looking for support with developing their online B2B strategy. Combining predominantly offline, lead-generated data and digital know-how, Jellyfish used Avondale’s existing CRM dataset to identify key opportunities across the B2B landscape and ran paid search campaigns across the UK, specifically targeting London and the South East of England.

We drove high-quality business selling leads for the Avondale team on the ground to then nurture through to close. Jellyfish also worked closely with Avondale to provide the in-house marketing team with a more intuitive and granular CMS solution. Thus providing them with the ability to proactively coordinate website activity with the paid activity being run – allowing for a joined up approach and seamless user journey.

The objectives

  • To provide a holistic goal tracking solution and improved performance visibility to the in-house marketing team
  • To improve the efficiency of the paid search activity being run
  • To revamp the existing CMS solution on the Avondale website
40%Improved PPC CTR
8%Spend efficiencies
10%Improved business selling

The results

Through regular ad copy testing and capitalizing on the IoDs announcement of Avondale becoming their preferred provider of business sales mergers and acquisitions, Jellyfish consistently improved account click-through rate and the number of quality leads being generated.

Jellyfish also reviewed the seasonal trends occurring across the mergers and acquisitions landscape and ensured that our spending strategy was aligned with the associated peaks and troughs in demand, thus making Avondale’s media budget go further.

Fundamental to the account’s performance was forming a close working relationship with Avondale and ensuring that all digital marketing activity was aligned with their team’s onsite and offsite goals. This culminated in the development of a more comprehensive CMS solution for the Avondale marketing team to use to ensure consistent messaging across all marketing platforms.

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