The telephony company used Facebook for a B2B campaign that targeted key decision makers in India and generated 40% more leads.
Knowlarity is a cloud-based telephony service provider that handles over a million calls a day for more than 6,000 big and small firms. Based in India, it has offices in Delhi, Bangalore and Singapore.
Knowlarity wanted to raise awareness of its services among startups and SMEs, find good-quality leads on a mass scale and reach decision-makers in organizations. Its clients come from a range of industries, and it wanted to target each one individually.
Using its existing customer data, Knowlarity used Custom Audiences to segment and target existing and prospective customers as well as target small businesses from certain verticals, such as real estate. Targeting key decision makers in India, Knowlarity ran link ads and Photo Ads in the mobile and desktop News Feed. The content used for the ads explained the core benefits of Knowlarity’s services in a clear way that potential clients would be able to grasp quickly. The campaign ran from November 2013 until March 2014.
Facebook Products Used:
- News Feed Placements
- Custom Audiences
Knowlarity reached the right people and generated new business leads with its Facebook Ads.The campaign achieved:
- 50% decrease in the cost per conversion
- 40% increase in the number of leads generated
- 30% higher conversion rate than other channels
- 40% of leads came directly from Facebook