{"id":13295,"date":"2022-01-14T12:05:04","date_gmt":"2022-01-14T11:05:04","guid":{"rendered":"https:\/\/gotoclient.com\/?page_id=13295"},"modified":"2022-06-27T16:57:57","modified_gmt":"2022-06-27T15:57:57","slug":"b2b-lead-generation-for-cooltra","status":"publish","type":"page","link":"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/","title":{"rendered":"B2B Lead Generation for Cooltra"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h2 class=\"wp-block-heading\" id=\"h-b2b-lead-generation-for-cooltra\" style=\"font-size:40px\"><strong>B2B Lead Generation for Cooltra<\/strong><\/h2>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\"><\/div>\n<\/div>\n\n\n<div class=\"hero\">\n    <img decoding=\"async\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_5.2.png?wsr\" alt=\"\">\n<\/div>\n<style type=\"text\/css\">\n    #hero-block_60ba4778d1a40 {\n        background: ;\n        color: ;\n    }\n<\/style>\n\n\n\n<div style=\"height:88px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<p style=\"font-size:17px\">Cooltra, the leading moto sharing brand in Europe, hired Gotoclient to accompany them in opening their B2B business and setting up a lead generation engine back in October 2020. The first three-month period aimed to set up their lead generation engine and understand the future realistic expected goals. We generated + 70 a month. Having started as a test to understand what the results could be, today, the campaign is still active + 18 months later and generates + 200 business-to-business opportunities for Cooltra branches in five key (Spain, Portugal, Italy, France and Germany) European markets. Gotoclient has taken an A\/B + grow by testing approach with the campaign, which currently runs on Google Ads, Cooltra organic landing pages and LinkedIn Ads.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n<div class=\"hero\">\n    <img decoding=\"async\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_1.png?wsr\" alt=\"\">\n<\/div>\n<style type=\"text\/css\">\n    #hero-block_61e15ed94c5c8 {\n        background: ;\n        color: ;\n    }\n<\/style>\n\n\n\n<div style=\"height:70px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\" style=\"font-size:75px\">Adapted to your needs.<\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"573\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-700x573.png\" alt=\"\" class=\"wp-image-13317\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-700x573.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-250x205.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-768x629.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-320x262.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-730x598.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-120x98.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2-372x305.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_2.png 905w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"583\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-700x583.png\" alt=\"\" class=\"wp-image-14025\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-700x583.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-250x208.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-768x640.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-320x267.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-730x608.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-120x100.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1-372x310.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/ad1.png 852w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\" style=\"font-size:75px\">Business solutions.<\/h1>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\">\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/6-1.png\" alt=\"\" class=\"wp-image-10890\" width=\"165\" height=\"193\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/6-1.png 392w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/6-1-250x293.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/6-1-120x141.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/6-1-372x437.png 372w\" sizes=\"auto, (max-width: 165px) 100vw, 165px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\" id=\"h-clear-objectives\"><strong><meta charset=\"utf-8\">Clear Objectives<\/strong> <\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><meta charset=\"utf-8\"><strong>The objectives of the campaign have varied by period:<\/strong><\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PHASE 1 (October 2020 + December 2020)<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1. Objectives: Prove we could set up a lead generation engine through several online tools in the key market \u2013 and home country \u2013 Spain<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.2. KPIs: Proving positive ROI, calculated as follows: ((Lifetime client value * Number of clients)\/Total investment)<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Results of phase 1:<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1. Objective accomplished\u2013 lead generation engine was possible. We tested three ways: LinkedIn Ads, Google Ads, and one-to-one agreements with business associations in the critical Spanish region of Catalonia. Results were positive, and we quickly understood that Google Ads was outperforming the other channels, as follows:<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1.1. Lead level. Approx. 50 leads were generated:<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>     &#8211; 80% on Google Ads <br>     &#8211; 15% LinkedIn Ads <br>     &#8211; 5% Agreements with associations<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1.2. Sales qualified lead (SQL) level. Approx. 20 leads were generated:<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>   &#8211; 50% on Google Ads<br><meta charset=\"utf-8\">   &#8211; 40% LinkedIn Ads<br><meta charset=\"utf-8\">   &#8211; 10% Agreements with associations<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.2. KPIs: Results proved positive, with a lifetime revenue associated with actual closed deals higher than the media investment and the client&#8217;s agency cost.<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PHASE 2 (The calendar year 2020)<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.1. Objectives: Manage an ongoing lead generation &#8216;platform&#8217; for Cooltra in Spain, Portugal and Italy<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.2. KPIs: Generate at least eight sales qualified leads per month across the three countries and close at least four deals per month (96sales qualified leads for the whole year and 48 closed sales)<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Results of phase 2:<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.1. Objective accomplished\u2013 lead generation engine was possible. As a result, there is now a robust B2 B demand generation platform for Cooltra business.<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.2. KPIs: 104 sales qualified leads (target exceeded by 8%), 84 closed deals (target exceeded by 40%)<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PHASE 3 (The calendar year 2021)<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.1. Objectives: Manage an ongoing lead generation &#8216;platform&#8217; for Cooltra in Spain, Portugal and Italy, and extend it to France and Germany.<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.2. KPIs: Generate at least 20 sales qualified leads per month across the three countries, and close at least ten deals per month (100 sales qualified leads and 50 deals by 31st May)<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Results of phase 3:<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.1. Objective already accomplished\u2013 we have added France and Italy as thriving markets.<\/p>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.2. KPIs: 180 sales qualified leads (target exceeded by 80%), 135 closed deals<\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\">\n<div class=\"wp-block-image\"><figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"490\" height=\"520\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/8.png\" alt=\"\" class=\"wp-image-10909\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/8.png 490w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/8-250x265.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/8-120x127.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/8-372x395.png 372w\" sizes=\"auto, (max-width: 490px) 100vw, 490px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\" id=\"h-innovation-and-creativity\"><strong><strong>Innovation and Creativity<\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The uniqueness of our campaign relies on the following factors:<\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol class=\"wp-block-list\"><li>First, it has become an ongoing and always-on lead generation platform for Cooltra. Most brands struggle with B2B continuous lead generation.<\/li><li>To meet the goals, we have taken a creative based approach as follows: <br><br>2.1. Isolation of winning factors and building new creative strategies from them, test, fine-tune and grow results. Examples of this have been: <br><br>   2.1.1. copy vocabulary \u2013 keyword isolation through AB test. Both on Google Ads and LinkedIn Ads, set of new creatives based on winning keywords. <br>   <br>   2.1.2. AB tests them again, understanding results down the funnel and, once we have made them successful, apply them throughout the whole conversion funnel (from the impression to the lead generation), focusing investment on those.<br><br>2.2. Out-of-the-box new approaches for creatives tightened with specific audience pain points. For example, to respond to the audience&#8217;s need for Adhoc solutions, one of the ads showcased a scooter on a chair on a tightrope. One other ad presented a scooter wrapped in measuring tape.<\/li><li>We have linked the creative with an always-improving AB one. More than 400 different ads have been tested, launched and improved since the start of the campaign. (on LinkedIn Ads: 102 Ads in Spain, 46 in Italy, 37 in France, 31 in Portugal, and on Google Ads: 142 Ads in Spain, 29 in Italy, 11 in France, 4 in Portugal, and 3 in Germany)<\/li><li>The campaign is also unique in terms of localisation. While most campaigns are translated into languages through an online translation system, every ad translation has been hand crafted by local B2B experts, natives of each country, taking local particularities into account.<\/li><\/ol>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"486\" height=\"530\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/3-250x273.png\" alt=\"\" class=\"wp-image-10873\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/3-250x273.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/3-120x131.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/3-372x406.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/3.png 486w\" sizes=\"auto, (max-width: 486px) 100vw, 486px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\" id=\"h-human-touch\"><strong><strong><strong>Human Touch<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Our campaign requires + 20 hours a week of ongoing work, composed of Agency Director, Account Director and Cooltra&#8217;s Account Manager work. That bulk of work integrates daily human tracking, campaign optimisation, measurement, and, once a month, strategy revisiting.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>But the amount of human time behind the campaign is only a quantitative metric. Regarding quality, it is exceptionally relevant to underline that we follow Patrick Lencioni&#8217;s Getting Naked principles. We train our team to eliminate the three fundamental fears (losing business, feeling inferior, and being embarrassed) by celebrating mistakes, taking bullets for our clients and making everything about them, honouring their work and doing the dirty ones. In Cooltra&#8217;s case, within these eighteen months of the relationship, celebrating their job and doing the dirty work have proved instrumental in solidifying a stable long-term relationship. It is apparent in every Teams meeting that the relationship goes far beyond an agency-client one. We can proudly say (and even prove!) that there is only one team behind the success of Cooltra&#8217;s B2B demand generation in their five key markets.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:47px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"242\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-250x242.png\" alt=\"\" class=\"wp-image-10881\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-250x242.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-120x116.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-372x360.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5.png 482w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\" id=\"h-smart-execution\"><strong><strong><strong>Smart Execution<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We have taken a learn-by-executing approach, eliminating tactics that do not work and expanding on those that work. For instance, one of the initial approaches was to reach out to business associations in the Catalonia area. We successfully reached out and generated interest, but we weren&#8217;t from a conversion perspective. So we just dropped the tactic.<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Beyond associations, since its inception 20 months ago, the strategy is now repivoting, mainly affecting the LinkedIn Ads lead generation. From an audience perspective, we have been running a vertical approach, tackling specific markets and breaking down the messaging by market. However, those audience sizes were relatively small and started presenting symptoms of tiredness, so we are now taking the company size strategy, where the critical mapping factor is the offer rather than the message. For instance, we will now offer TCO (Total Cost of Ownership) guides to big companies and corporations. In contrast, we will showcase several case studies for mid-market companies in the consideration stage.<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The strategy is revisited monthly, along with its monthly data consolidation assessment. In addition, we measure every single buyer journey stage (from the impression to contract signature) and look at strategy gaps for us to suggest solutions and improvements.<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Constant retrofeedback from Cooltra&#8217;s sales team is taken on board every week, leading to changes in keywords, ads, or LinkedIn lead gen forms.<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Every month, the total number of optimisations varies from 5 to 20. See last mays&#8217; example below. *See annex 1<\/p>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"370\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-700x370.png\" alt=\"\" class=\"wp-image-14041\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-700x370.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-250x132.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-768x406.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-320x169.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-1020x539.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-730x386.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-120x63.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1-372x197.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-1.png 1204w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption><meta charset=\"utf-8\">Annex 1<\/figcaption><\/figure>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:10%\">\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"250\" height=\"242\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-250x242.png\" alt=\"\" class=\"wp-image-10881\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-250x242.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-120x116.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5-372x360.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/06\/5.png 482w\" sizes=\"auto, (max-width: 250px) 100vw, 250px\" \/><\/figure><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<h2 class=\"wp-block-heading\" id=\"h-results-and-effectiveness\"><strong><strong><strong>Results and Effectiveness<\/strong><\/strong><\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The objectives of the campaign have varied by period:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PHASE 1 (October 2020 + December 2020)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1. Objectives: Prove we could set up a lead generation engine through several online tools in the key market \u2013 and home country \u2013 Spain<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.2. KPIs: Proving positive ROI, calculated as follows: ((Lifetime client value * Number of clients)\/Total investment)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Results of phase 1:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1. Objective accomplished\u2013 lead generation engine was possible. We tested three ways: LinkedIn Ads, Google Ads, and one-to-one agreements with business associations in the critical Spanish region of Catalonia. Results were positive, and we quickly understood that Google Ads was outperforming the other channels, as follows:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1.1. Lead level. Approx. 50 leads were generated:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><meta charset=\"utf-8\">    &#8211; 80% on Google Ads   <br>    &#8211; 15% LinkedIn Ads  <br>    &#8211; 5% Agreements with associations  <\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.1.2. Sales qualified lead (SQL) level. Approx. 20 leads were generated:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>    &#8211; 50% on Google Ads <br>    &#8211; 40% LinkedIn Ads <br>    &#8211; 10% Agreements with associations<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.2. KPIs: Results proved positive, with a lifetime revenue associated with actual closed deals higher than the media investment and the client&#8217;s agency cost.<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PHASE 2 (The calendar year 2020)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.1. Objectives: Manage an ongoing lead generation &#8216;platform&#8217; for Cooltra in Spain, Portugal and Italy<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.2. KPIs: Generate at least eight sales qualified leads per month across the three countries and close at least four deals per month (96sales qualified leads for the whole year and 48 closed sales)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Results of phase 2:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.1. Objective accomplished\u2013 lead generation engine was possible. As a result, there is now a robust B2 B demand generation platform for Cooltra business.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>2.2. KPIs: 104 sales qualified leads (target exceeded by 8%), 84 closed deals (target exceeded by 40%)<\/p>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PHASE 3 (The calendar year 2021)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.1. Objectives: Manage an ongoing lead generation &#8216;platform&#8217; for Cooltra in Spain, Portugal and Italy, and extend it to France and Germany.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.1. KPIs: Generate at least 20 sales qualified leads per month across the three countries, and close at least ten deals per month (100 sales qualified leads and 50 deals by 31st May)<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Results of phase 2:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.1. Objective already accomplished\u2013 we have integrated France and Italy as thriving markets.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>3.2. KPIs: 180 sales qualified leads (yearly target already exceeded by 80%), 135 closed deals (yearly target already exceeded by 12.5%). See below the results for May 2022 only.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>*See annex 2<br>*See annex 3<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"642\" height=\"1330\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2.png\" alt=\"\" class=\"wp-image-14045\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2.png 642w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-250x518.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-280x580.png 280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-492x1020.png 492w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-352x730.png 352w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-618x1280.png 618w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-120x249.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-2-211x437.png 211w\" sizes=\"auto, (max-width: 642px) 100vw, 642px\" \/><figcaption><meta charset=\"utf-8\">Annex 2<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"791\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-700x791.png\" alt=\"\" class=\"wp-image-14049\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-700x791.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-250x282.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-768x868.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-320x361.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-903x1020.png 903w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-646x730.png 646w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-120x136.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3-372x420.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/06\/Annex-3.png 1034w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><figcaption>Annex 3<\/figcaption><\/figure>\n\n\n\n<div style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<div style=\"height:73px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:73px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>B2B Lead Generation for Cooltra Cooltra, the leading moto sharing brand in Europe, hired Gotoclient to accompany them in opening their B2B business and setting up a lead generation engine back in October 2020. The first three-month period aimed to set up their lead generation engine and understand the future realistic expected goals. We generated [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":13310,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-13295","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B Lead Generation for Cooltra - Gotoclient<\/title>\n<meta name=\"description\" content=\"We created a series of LinkedIn Ads and Google Ads around the idea of the future of the movement and the optimal transportations solutions for Cooltra.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Lead Generation for Cooltra - Gotoclient\" \/>\n<meta property=\"og:description\" content=\"We created a series of LinkedIn Ads and Google Ads around the idea of the future of the movement and the optimal transportations solutions for Cooltra.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/\" \/>\n<meta property=\"og:site_name\" content=\"Gotoclient\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-27T15:57:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_5.2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2500\" \/>\n\t<meta property=\"og:image:height\" content=\"1057\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"TechArticle\",\"@id\":\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/\"},\"author\":{\"name\":\"Guillem Galera\",\"@id\":\"https:\/\/gotoclient.com\/en\/#\/schema\/person\/37760905c24f93e481974fc0165dfb92\"},\"headline\":\"B2B Lead Generation for Cooltra\",\"datePublished\":\"2022-01-14T11:05:04+00:00\",\"dateModified\":\"2022-06-27T15:57:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/\"},\"wordCount\":1492,\"publisher\":{\"@id\":\"https:\/\/gotoclient.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gotoclient.com\/wp-content\/uploads\/2022\/01\/Cooltra_5.2.png?wsr\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/\",\"url\":\"https:\/\/gotoclient.com\/en\/b2b-lead-generation-for-cooltra\/\",\"name\":\"B2B Lead Generation for Cooltra - 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