Barco, a global technology company, is a leader in developing visualisation and collaboration solutions. Despite having a strong social media presence, Barco EMEA sought to enhance its performance to increase the inflow of new prospects and facilitate their journey down the marketing funnel. The focus was on two products: Nexxis, a video-over IP platform for integrated digital operating rooms, and Clickshare, a wireless presentation and conferencing technology.
Using a long-term strategy with multiple touchpoints, tailor-made messages, and an ‘always-on’ marketing approach, Barco aimed to increase engagement rate. By adding relevant micro-conversions at each stage of the customer journey, more leads were generated. Furthermore, the use of social campaigns boosted Clickshare’s search volume, indirectly benefiting Google Ads for Clickshare.
Barco also implemented A/B testing to experiment with ad language, finding that native languages yielded the best results. The ‘always-on’ campaign now runs in six languages. A/B testing also proved useful for testing new hypotheses, gathering new insights, and drawing conclusions based on the data.
- The approach resulted in a 65% surge in the click-through rate between the top funnel ads and the retargeted lower funnel campaigns.
- Micro-conversions were more than double for the lower funnel campaigns than for the top funnel.
- The cost per lead for Clickshare on LinkedIn decreased by 63%.