Mention: x3 number of leads generated

Mention: Reducing the acquisition cost and generating more leads for a media intelligence platform

Mention Is a media and competitive intelligence platform that allows businesses to monitor their branding, to analyze their competitors and to detect online trends. The tool is aimed at both marketing teams and general managers concerned about their digital reputation.

The challenge: Reduce costs and structure the acquisition over the long term

Mention had to face two major challenges:

• One high acquisition cost, mainly due to friction in the user journey (free trial with low qualifications), which impacted the profitability of campaigns;
• The absence of a sustainable acquisition strategy, with a dependence on short-term actions and a poorly optimized conversion tunnel.

The objective was clear: reduce the cost per lead while building a scalable and performance-oriented strategy.

The solution: Redesign of the conversion funnel and intention-oriented acquisition

We deployed a three-step strategy to rethink the sales cycle, structure the acquisition and optimize performance over time.

Phase 1: Redesign of the conversion tunnel

• Replacing thefree trial offer By one demo request, in order to further qualify incoming leads and to align the sales discourse with genuinely interested prospects.

This redesign reduced friction, while ensuring that each contact was relevant and motivated.

Phase 2: Structuring a Google Ads acquisition strategy

• Launch of Google Ads campaigns focused on the intention to buy, with strategic keywords related to the Competitive intelligence, the e-reputation management And the Brand monitoring.

This approach made it possible to attract traffic with high added value, ready to engage in a commercial approach.

Phase 3: Continuous optimization of campaigns

• Setting upA/B testing on ads to improve click-through and conversion rates.
• Adjustment of auction and geographical/sectoral targeting to maximize performance.
• Regular optimization in order to guarantee a constant flow of qualified leads.

This continuous improvement process has significantly increased the overall effectiveness of campaigns.

Achieved results

• Cost per lead divided by 2
• Number of leads multiplied by 3

Mention now has a digital acquisition strategy sustainable, scalable and efficient to strengthen its position on the Competitive intelligence.

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