A CRM company that cut its cost per lead
An arduous onboarding process kept a CRM company returning to the same four content syndication publishers.
- 4 publishersrepeatedly used before LeadScale's involvement.
- 2 markets:the UK and France.
A CRM company's internal onboarding process made it difficult to test new content syndication publishers. LeadScale vetted and introduced additional partners to work alongside the existing four, then took over management of the existing partners. Average cost per lead fell in the UK and France, and the client's management workload reduced.
Stuck with the same four publishers
The company bought leads through content syndication: publishers promoted its content and passed on the details of people who downloaded it.
Bringing a new publisher into the programme meant working through an arduous internal onboarding process. The team repeatedly used the same four publishers, without the chance to test alternatives. That constraint contributed to a high cost per lead in both the UK and France.
The company wanted a lower cost per lead, easier onboarding and an end to paying for duplicate leads or people outside its ideal customer profile. Those were the objectives it brought to LeadScale.
More sources, with less partner administration
LeadScale introduced the client's team to additional content syndication partners and vetted them through its due-diligence and compliance process. The new publishers worked alongside the existing four, giving the programme access to fresh lead pools.
The existing relationships remained part of the programme. LeadScale took over their management, reducing the work the client's team had to do itself. That freed the team to focus on strategic initiatives and new marketing campaigns.
These were two related changes with different jobs. Introducing partners gave the client more sources to test. Taking over management relieved the workload associated with the partners it already used.
New publishers became strong performers
Many of the publishers LeadScale introduced went on to become the client's top performers. The published case study reports that the new partners made better contributions to pipeline.
Average cost per lead fell in both markets. The case study attributes the reduction to the wider set of content syndication partnerships, and reports that the savings freed marketing budget for other work.
Partner management also reduced the client's workload. That was a separate benefit of taking over the existing relationships, rather than the explanation for why leads cost less.
The useful lesson is in the change to the publisher mix. The programme retained its established partners while gaining access to others it had previously struggled to test.
The service behind the result
This was content syndication work delivered by LeadScale Services: introducing vetted publishers and managing partner relationships. Our content syndication service page explains the service for teams planning a programme of their own.
For readers assessing the model, our guide to content syndication explains how content promotion and lead delivery fit together.
More case studies
- The Copia Automation case study follows an audit and changes to Google and LinkedIn campaigns aimed at a new customer profile.
- The Everest case study explains the phone-number check on its enquiry form and why visitors could still submit after a warning.
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