Construction Project Management

Challenge

The client faced two key challenges:

– They struggled to understand the effectiveness of their marketing efforts and lacked a clear attribution model to connect marketing activities to sales outcomes.

– Their paid media and pay-per-lead campaigns were not generating the volume or quality of leads they needed to grow their business. They needed more visibility into how marketing influenced revenue, and the ROI of their marketing investments was unclear.

Solution

MBG was brought in to tackle these challenges head-on by:

Attribution Setup: We educated the client on the importance of attribution in marketing and implemented a robust attribution model. By integrating marketing data across channels (paid media, organic search, social media), we tracked how marketing activities influenced key stages of the funnel, from lead generation to closed deals.

Paid Media and Pay-Per-Lead Campaign Management: We took over the client’s paid media and pay-per-lead efforts, optimizing campaigns for cost-efficiency and lead quality. We also implemented reporting tools to provide clear insights into the cost per MQL (Marketing Qualified Lead) and conversion rates from MQL to closed-won deals.

Results

Our efforts delivered tangible results for the client, including:

– A significant increase in Marketing Qualified Leads (MQLs) through targeted paid media efforts and efficient lead management.

– Implementation of an effective attribution model that helped the client connect marketing efforts directly to revenue outcomes.

– Substantial growth in closed-won deals, directly attributable to MBG’s optimized marketing strategy.

Overall, our work generated hundreds of thousands of dollars in Annualized Recurring Revenue (AAR), driving a measurable impact on the client’s bottom line.