Case Studies Lead Gen

Canon: B2B Business Transformation


Business Transformation B2B leads

Spain, Italy, Germany, Switzerland, France​

Lead Gen

pipeline value
cost per lead
average deal size

Canon, a global provider of digital imaging technologies, was looking to generate B2B leads in a niche target audience interested in Business Transformation while reducing the cost per lead.


To help Canon achieve their goals, there were a few challenges to overcome:

  • Canon’s target audience for this product is highly targeted and has several audience requirements. You can see these listed below per geo.

Canon’s target audience

  • The average cost of the solution Canon was selling was approximately €92,000
  • GDPR compliance was an absolute necessity
  • The activation process required several processes which can be seen below

The activation process required several processes which can be seen


We reviewed various paid media channels but none could guarantee a cost per lead outcome. In addition it was estimated the CPL would have been higher than publisher direct. Therefore we worked with various partners, a targeted publisher list and chose those who have a strong audience reach of Canon’s target customer.


The process began with telemarketing to a targeted audience, if the target opted to receive the content they would be emailed a link to download the content, only when they have downloaded the content would Canon be passed the details to follow up on.

  • Telemarketing:
    • Custom audience segments were built using publisher 1st Party data analysis across buyer intent. This included account level topic activity & engagement.
    • Telemarketing script was created in English. The calls were conducted in local language by the publisher bilingual agents.
      If the target opted to receive the content, they would receive a co-branded whitepaper follow up email
    • Qualified lead details were pushed into Canon’s Eloqua.
  • Content Hosting:
    • Content appeared within the publisher Connect Research Libraries.
    • Leads that submitted content hosting forms were qualified via telemarketing as well.
    • Finally, the details were pushed into Canon’s Eloqua.


Targets would be opted into a newsletter, within the newsletter a link to download Canons would be prominent, only once the user clicked and filled out the lead gen form would the target’s contact details be supplied to Canon.

  • Content hosting:
    • Content appeared within the publishers resources website for each geo in corresponding language. Leads that submitted content hosting forms were checked against the targeting criteria and then details are pushed into Canon’s Eloqua.
  • Newsletter Promotion:
    • Promotion of content on the house publisher resources newsletter ‘Selected Whitepapers’ enhanced awareness of and response to the content, delivering leads and additional branding. A small number of leads could be generated from users finding the whitepapers on the website directly but the majority of the leads were coming from the newsletter campaign promoting the whitepapers to the relevant audience directly


  • Cost per Lead reduced by 82%
  • 970 Leads delivered
  • 803 Leads moved to additional nurturing and classified as MQL,
  • SAL & SQL
  • 126 MQL
  • 16 SAL
  • 25 SQL
  • Average deal size € 92,000
  • Pipeline value: € 2,904,440


We’ve got plenty of experience and would love to chat with you. Please get in touch to discuss your requirements.

Also have a read through some of our other B2B leads case studies from brands such as Medtronic, a global medical device manufacturer and Chelsea FC.

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Case Studies Display banners Lead Gen

Chelsea Football Club: B2B Lead Gen Campaign



Central London

B2B lead gen through display banners​

A targeted approach using display banners achieves more than 1.1 million impressions to one of the world’s most recognisable football clubs.

Chelsea FC b2b lead gen


Chelsea Football Club’s hospitality packages offer corporate clients an exclusive experience to enjoy matchday from the best seats while enjoying exceptional hospitality. When Chelsea FC’s media agency got in touch with us, they had experienced a slow down in sales for their corporate packages and wanted a fresh approach on how to maximise their budget while increasing exposure to a more targeted audience.

Chelsea FC traditionally invest in outdoor advertising to promote their corporate packages. While this approach has worked for them in the past, they have noticed that the return on investment had decreased alongside their advertising budget and was looking for a more cost-effective solution to increase exposure of their B2B packages.


With a limited budget in mind, Advant Technology had to be clever in how to broaden the exposure of corporate packages to a small segmented B2B audience.

Choosing banners as creative assets for the campaign allowed Advant to streamline their efforts and create a highly targeted approach. Banners have the highest reach of any programmatic format and with more scale we were able to bid on only those impressions which were truly valuable.

For the awareness phase of the campaign, the geo targeting was predominantly focused on central London, and concentrated in key wealthy areas such as Kensington as well as large corporations using IP address database targeting, who were the most likely audience to convert.

In the retargeting phase, we focused on those visitors who came through paid search, organic search, or direct traffic but who had not converted yet.


  • Over 1.1 million impressions
  • 0.17% CTR (click through rate) vs an industry standard of 0.1%
  • Conversion rate 150% above forecast

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