Brightspot Partners with HawkSEM to Reach More High-Quality Leads on LinkedIn & Drive More Demos
Content Management System
About The Company
Brightspot is the go-to content management system for delivering innovative digital experiences through a secure, easy-to-navigate platform. The brand’s intuitive CMS allows content teams to create and collaborate more effectively, resulting in top-tier content.
The Goal
Brightspot partnered with us to help reach more qualified leads in order to attract an increase in demos.
The Challenge
Brightspot faced difficulties refining creative and targeting within paid social. The team also wanted help refining the messaging and audience targeting required at each stage of the marketing funnel to effectively drive demo requests.
The Solution
We implemented various A/B tests across paid social strategies and creative approaches to determine what resonates most with users at different stages in their journey.
Through testing, we discovered GIF creative typically drives higher engagement because the motion captures attention more effectively and retains it longer than static images.
We compared predictive audiences vs. prospecting to determine which audience type drives higher engagement for our top- and middle-funnel campaigns.
We tested two different ad formats in an ABM campaign on LinkedIn that was targeting employees at a specific tech company and saw impressive results in terms of clicks and average CPC.
increase in clickthrough rate (CTR) by using GIF formats
decrease in costs per click (as compared to static images)
increase in CTR within prospecting campaigns
The Impact
After creating predictive audiences based on MQLs in HubSpot, we were able to reach high-quality users in this niche space more effectively than with cold prospecting. This allowed us to deliver more tailored messaging within our creatives to this specific audience.
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