The Association of Corporate Counsel is the only professional organization by in-house counsel, for in-house counsel. To help the ACC increase membership around the globe, we launched a digital marketing initiative to reach prospects in this niche market.
Our content-based strategy included curating ACC’s existing content—such as reports and survey summaries—as well as repurposing content to create original infographics. To capture contact info, we used built-in lead generation forms on LinkedIn and Facebook as well as customized landing pages. Our work included graphic design, digital advertising, and email automation to nurture prospects along the customer journey.
As a result of our efforts, ACC saw a 43% completion rate for lead forms, which is 33% higher than industry standards. Cost per lead was 33% lower than the previous year and 80% below industry standards.
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