CASE STUDY
Achieving a 34% MQL to SQL CVR: ThoughtExchange’s Public Sector Breakthrough
CASE STUDY
ThoughtExchange is the world’s most trusted engagement and survey platform for leaders who drive change and alignment in their communities. Using their sophisticated analytics and secure OpenAI integration, get broader participation, deeper insights, and actionable ideas in far less time.
With ThoughtExchange, you can access thousands of voices in one conversation—and their AI takes care of the data analysis for you, in minutes instead of months. Hear the what, when, how, why (and sometimes where) of your challenge, with just one question.
Breaking into a new vertical - The Public Sector
ThoughtExchange sought to expand into the Public sector after strong signals in Education advertising.
Limited knowledge of Public sector decision-makers required extensive testing.
With Education, there was difficulty capturing larger districts sizes and reaching decision-makers.
Test audiences, messaging, and content for the new vertical.
Evaluate feasibility of converting quality business in the Public sector.
Introduced full-funnel campaigns on LinkedIn and Google Search
A/B Tested audiences - list uploads v. job titles
Tested multiple creatives, messaging, lead magnets
Utilized Marketo data to understand where paid ad leads sat in the funnel stage
Optimized audiences and content to understand which audiences to target and what content related to them
Conducting a 2 month testing period, being agile to optimize and pivot proved for a very successful paid advertising campaign. Resulting in determining one of ThoughtExchanges most effective verticals.
LinkedIn drove an MQL to SQL CVR of 34%
Google drove 3 Opps
"Community Engagement" content related more to our audience
Our Broad targeting (Job Titles) Audience B generated 22% more leads
Creatives with stats performed better
LinkedIn still generated higher lead volume, however, Google was the driving force behind Opps
Google was the most cost effective channel
Rejected / Recycled leads decreased by 39% due to refining our audience targeting
The Public sector proved to be the most effective vertical for driving high volumes of leads, MQLs, and SQLs at a lower cost compared to other industries. Notably, lower-level job titles in this vertical were more likely to convert to opportunities, unlike the Education and Corporate sectors where decision-makers are typically C-suite or above.
Given the strong performance, investing ad budget in the Public sector was highly successful. As a result, ThoughtExchange plans to continue prioritizing this vertical in future campaigns.
Working with the Rely team has been a breath of fresh air. I’ve thrown a lot at them, and swiftly they’ve helped build and scale our ad campaigns across multiple platforms and verticals. They’re a true partner, and together we’ve launched top, middle, and bottom of the funnel campaigns that have produced real results - consistent month-over-month leads that matter.
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