Antony Fung

Client: Crown Jewels Consultants (CJC)

Generating leads is often THE top expectation faced by marketers. After falling short of industry benchmarks, a new strategic perspective was needed, and fast. Leveraging indisputable data and learning from statistical observations, this document details how an underperforming conversion rate was transformed into one that outperformed the relative industry benchmark by 3.4 times.

By targeting fewer individuals with a greater conversion probability, this strategic campaign alone almost doubled the amount of marketing qualified leads year-on-year (+98.31%) and improved the conversion rate by almost 10 times, with a cost-per-acquisition of just 0.31% against an average contract’s value.