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Lead Generation through Online Advertising

 

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AlchemyAPI and SmartAcre worked together to create a successful inbound marketing program that included established personas, useful content, email campaigns, targeted outreach and more.

However, prior to their official transfer of business to IBM, AlchemyAPI needed to accelerate lead and demand generation efforts to attract brand new leads within the same target audience. The goal was not to change the model, but to scale, add velocity, and identify new channels to target the developer and hacker audience. AlchemyAPI worked with SmartAcre to develop a paid advertising plan to accelerate lead generation efforts in a three-month time frame.

Results.

2,527

Website Visits

Result of paid media placements

43

New API Sign-Ups

From paid media

4

New Requests for Demos

From paid media

33

Webinar Sign-Ups

From paid media

$88

Average Cost Per Lead

From paid media

300

New Leads

From paid media

Challenges

  • Quality: Not only target NEW leads, but the RIGHT leads that would ultimately convert to paying customers
  • Timing: Aquire new leads in less than a three-month time span
  • Engagement: Capture contact information to keep leads engaged and involved with the AlchemyAPI community
How We Did It

SmartAcre identified a number of new channels to target the developer community. To make the right selection, SmartAcre analyzed cost per placement, targeted reach, audience demographics, and website domain authority. SmartAcre negotiated prices and contracts for the following placements:

  • Contributed articles
  • Sponsored webinar
  • Paid media buys including banner ads, promoted API listings, weekly newsletter text ads, and sponsored text links

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Next, SmartAcre put together a paid media strategy and placement schedule for AlchemyAPI to sign off on. Once approved, SmartAcre managed all communication with each outlet, managed deliverables, created artwork and copy, developed a strategy for lead follow-up, and tracked results.

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About AlchemyAPI, an IBM Company

AlchemyAPI, an IBM Company, helps to enable developers and businesses to build smarter applications through a SaaS based platform of cognitive APIs. Available as part of the collection of services on Watson Developer Cloud, AlchemyAPI transforms vast amounts of content, images, and unstructured data into information that can digitally disrupt industries and help drive business decisions. AlchemyAPI leads innovation with natural language understanding and visual recognition, changing the way developers around the world process vast quantities of web-based documents and images. For information on IBM Watson, visit ibmwatson.com.