COST PER QUALIFIED LEAD REDUCTION
QUALIFIED MONTHLY LEADS
RETURN ON ADVERTISING
ROI GROWTH Y0Y
Staff Skills Training, an in person and online B2B learning solution for businesses and brands such as Vodafone, The NHS, Lloyds Bank and Just Eat to name a few, recently appointed Vouch as their performance marketing agency.
Training and development within employment continues to be one of the most aspirational reasons for new employees to stick with or choose an employer over another. Staff Skills Training are on a mission to spread the word of their 450+ CPD approved courses to all UK businesses of all sizes.
With the B2B market being a lot smaller than the Direct to Consumer market, we had to be very efficient with our targeting. Instead of going after every business possible, we took a very methodical approach with data layers and by categorising our lead generation efforts by business sector. Allowing us to focus our advertising efforts within these varying sectors each quarter.
Our focus was based purely on quality and so we continuously enriched our lead data with third party technology. We led SST to focus on our core metric as being CPQL (Cost Per Qualified Lead), as opposed to just a cost per lead. The leads we generated were slightly more expensive, but they had a higher propensity to convert to a sale due to the high quality nature of our leads, generated through email and content marketing.