Exceeding Demand Generation Goals & Driving 271% Opportunity Growth

Cloud ROI provider, a long-standing PR client of Scratch Marketing + Media, was experiencing significant success in media and analyst relations but struggling with their lead generation efforts. Their previous demand generation agency was underperforming, leading them to expand their partnership with Scratch M+M, entrusting them with the critical task of revitalizing their lead generation and pipeline creation.

The Strategy

Scratch Marketing + Media was tasked with significantly boosting engagement across their Ideal Customer Profile (ICP) and building marketing-attributed pipeline. Our strategic approach involved:

  • ICP-Centric Optimization: Deeply honing in on the ICP across various funnel stages for existing core channels like PPC and 6sense display.
  • Spend Optimization: Rigorously optimizing marketing spend to maximize targeted demand generation and pipeline creation.
  • Channel Diversification: Proactively testing and introducing new demand channels to create a more robust and diversified marketing mix.

Main Drivers YoY

64%

Increase in avg session duration

271%

Opportunity goal

Execution

Scratch M+M implemented a multi-faceted demand generation program, focusing on optimization of existing channels while strategically expanding into new ones.

  • PPC Optimization: We narrowed targeting to concentrate spend on high-performing campaigns and restructured ad groups to better reflect funnel stages, enabling more detailed reporting. Through diligent optimization of bid strategies and ad creatives, we achieved significant reductions in Cost Per Lead (CPL) and Cost Per Acquisition (CPA) in under two months.
  • 6sense Optimization: We refined segmentation by narrowing keywords to indicate strong intent, specific geographics, and relevant technographics. Campaigns were prioritized for “Decision” and “Purchase” stages to accelerate opportunity progression. Detailed reporting was implemented to evaluate metrics beyond simple clicks, providing deeper insights. Enhanced overall targeting from 6sense was also leveraged across other channels.
  • Expanding Channel Mix: We strategically implemented Reddit ads to engage users in topic-related forums where they were actively seeking information, ensuring highly relevant interactions. LinkedIn Lead Gen ads were launched for high-profile assets, utilizing 6sense targeting to focus on ICP accounts. Continuous testing of new channels based on persona relevance was a core part of our ongoing strategy, with these new channels consistently driving higher engagement and time on site.

Outcomes

  • Achieved All Acquisition Goals: Within just five months, the company was consistently hitting or exceeding their goals across every key metric, including MQLs, SALs, SQLs, and Opportunities.
  • Increased Engagement: Captured a more engaged audience by heavily optimizing PPC and introducing new channels like Reddit and LinkedIn, where content resonated more effectively within relevant topical threads.
  • Significant Session Duration Increase: Witnessed a 64% increase in average session duration, indicating deeper content consumption and interest from engaged users.
  • Client Endorsement: “For the first time, we’re hitting or exceeding every single metric—MQLs, SQLs, opportunities, pipeline. We’re halfway through the quarter and already at 271% of our opportunity goal. It’s clear: we’re not just on track—we’re outperforming, and it’s incredibly encouraging,” stated their CMO.