This was an exciting case to work on. I love seeing how data transforms marketing strategy in real time. By segmenting high-vs. low-intent leads, refining paid and organic approaches, and leveraging analytics, we turned wasted spend into high-value conversions.
Business Challenge
A company launching a new B2B digital product is needed to increase demand generation and optimise marketing spending. The key goals were:
- Improving conversion rates across paid and organic channels.
- Identifying differences between high-intent and low-intent leads to optimising the funnel.
- Using real-time analytics to enhance ad spend allocation and content performance.
Uncovering the Insights
Using Power BI, we conducted a deep funnel analysis, revealing key data points:
- High-intent leads (those searching specific product applications) converted 3.5X higher than low-intent leads.
- Low-intent leads (broader industry-related searches) had a 78% drop-off rate after clicking on ads.
- Organic traffic contributed 50% of high-quality leads, but landing pages had a high bounce rate (~68%).
- Google Ads CPC (Cost-Per-Click) was high for low-intent terms but had low conversion rates.
- CRM data showed that low-intent leads took 3X longer to convert and had lower lifetime value (LTV).
Power BI Funnel Analysis
The visualisation below highlights where low-intent leads dropped off compared to high-intent leads:
Optimising the Strategy
With clear insights from the data, we implemented a three-step optimisation plan:
1. Segmenting High vs. Low Intent Leads
- Paused low-intent paid campaigns to reduce inefficient spending.
- Shifted focus to high-converting, high-intent keywords in Google Ads.
- Refined SEO and organic content strategy to attract high-intent users.
2. Optimizing Paid & Organic Performance
- Google Ads Adjustments:
- Shifted budget to high-intent search terms with proven conversion rates.
- Created custom retargeting audiences based on CRM behaviour.
- Landing Page & Content Updates:
- Rewrote landing pages to match high-intent queries, reducing bounce rates by 22%.
- Added comparison tables and customer testimonials to encourage faster decision-making.
3. Enhancing Funnel Visibility in Power BI
- Built real-time dashboard tracking:
- Lead source quality (Paid vs. Organic).
- Conversion rate per channel.
- Drop-off points to adjust campaigns dynamically.
The Power BI dashboard below provided real-time insights into conversion performance across channels:
Results & Key Learnings
After implementing the changes, the impact was immediate:
- 32% reduction in wasted ad spend by eliminating low-intent targeting.
- 40% increase in high-intent lead conversions.
- 20% organic lead growth from improved SEO and content focus.
- Faster decision-making with real-time Power BI tracking, optimising budget allocation dynamically.
Takeaway
Not all leads are equal. Data-driven marketing strategies that segment audiences, optimise budgets, and track performance in real-time lead to significantly better results.
I would love to hear how others approach high vs. low intent segmentation—drop a comment!
