`26% increase` in B2B sales opportunity attribution using a multi-touch funnel

photo of a convertible apartment that can transform a studio into a living room, office, and bedroom

Client

Ori Living

Project Brief

We were able to leverage our new multi-touch funnel approach to improve attribution, and scale marketing channels that were heavily weighted towards leads. Using Paid Search, Paid Social, Email & Organic marketing channels, we understood how the developer journey consisted of 5 touchpoints over 14 days across multiple marketing channels before a conversion happened.

Project Brief

Problem

Solution

Results

Reaching multi-family developers in High Vacancy & New Supply markets who would benefit from differentiation with Ori Cloud Beds.

Challenges:

1. Identify the most scalable marketing channels to reach Real Estate Developers.

2. Use effective messaging & creative that educated top-of-funnel traffic to the Ori for Developers website

3. Test Paid Meta as a scalable marketing channel to reach Real Estate Developers (historically they have been on Linkedin)

graph showing supply and demand for available units over the past 15 years

Reaching multi-family developers in High Vacancy & New Supply markets who would benefit from differentiation with Ori Cloud Beds.

Challenges:

1. Identify the most scalable marketing channels to reach Real Estate Developers.

2. Use effective messaging & creative that educated top-of-funnel traffic to the Ori for Developers website

3. Test Paid Meta as a scalable marketing channel to reach Real Estate Developers (historically they have been on Linkedin)

A multi-touch approach that leveraged marketing channels effectively to drive conversions.

We combined paid meta ads with email & organic traffic to populate top of funnel traffic. These real estate developers, asset managers, architects, were then heavily retargeted in a closed-loop marketing system that sought to educate them on Ori as a value-add proposition for prospective renters.

A multi-touch approach that leveraged marketing channels effectively to drive conversions.

Doubled monthly qualified leads by 112%

Crediting a robust funnel spread across various marketing channels, we scaled lead generation by 112% from the previous year.

Average opportunity amount tripled

By improving lead quality, we were able to increase the average opportunity amount by 260%

Reduced the speed to conversion by 42%

By scaling the multi-touch approach across organic, paid & email, we were able to hit the developer with messaging that resonated at each stage of the funnel.

Doubled monthly qualified leads by 112%

Crediting a robust funnel spread across various marketing channels, we scaled lead generation by 112% from the previous year.

Average opportunity amount tripled

By improving lead quality, we were able to increase the average opportunity amount by 260%

Reduced the speed to conversion by 42%

By scaling the multi-touch approach across organic, paid & email, we were able to hit the developer with messaging that resonated at each stage of the funnel.

Our multi-touch funnel approach transformed our marketing landscape, targeting real estate developers effectively across diverse channels. By optimizing messaging and leveraging Paid Meta ads alongside organic and email traffic, we doubled monthly qualified leads, tripled average opportunity amounts, and slashed conversion time by 42%. This success showcases the power of a tailored, multi-channel strategy in driving significant business growth, especially using a traditionally misunderstood channel like Meta Ads, in the context of B2B marketing to Real Estate Developers.

- Christian Laliberte, Head of Performance Marketing