Let us present to you Unicornlabs’s story
Unicorn Labs is a B2B leadership development company that offers high-ticket training programs for companies like Shopify, the University of Ottawa, and StellarAlgo. With program prices ranging from $15K to $35K, they struggled to lower their cost per lead (CPL) while also generating consistent sales. Prior to working with DigitInk, Unicorn Labs was running Google Ads with minimal success and faced challenges in converting high-ticket prospects into paying clients.
The Strategy:
DigitInk implemented a multi-channel strategy across LinkedIn, Facebook, and Google Ads to achieve three key objectives:
- Reduce CPL from $487 to under $200.
- Generate more high-quality leads for their leadership program.
- Develop a consistent funnel to drive ongoing sales and revenue.
Channel Selection:
- Primary Channels: LinkedIn (targeting CEOs, HR directors, and people managers), Google Ads, and Facebook Ads.
- Focus Areas: Free trial offers, lead magnets, and webinar promotions.
The Funnel Structure:
- Top of Funnel (TOF): Lead magnet campaigns on LinkedIn using LinkedIn Forms to collect lead data efficiently.
- Middle of Funnel (MOF): Free trial offers targeted at prospects who previously engaged with content but didn’t convert.
- Bottom of Funnel (BOF): Dynamic remarketing ads for prospects who expressed interest in the free trial but didn’t book a call.
Key Campaigns:
- LinkedIn Lead Forms: Targeted at high-level decision-makers in large companies, offering free trial assessments and free resources to capture leads.
- Google Search Ads: Targeting competitors’ keywords and relevant search terms for leadership training and corporate development.
- Facebook Ads: Dynamic ads focused on the free trial offer with tailored messaging for C-suite executives and HR managers.
Automation & Follow-Up:
- Automated email sequences to guide free trial leads through the booking process.
- Dynamic remarketing on Facebook and LinkedIn for those who viewed the free trial page but didn’t complete the booking.
- Retargeting ads for prospects who engaged with the free trial offer but didn’t schedule a call.
The Results:
- CPL Reduction: From $487 to $177 (63% reduction).
- Revenue Generated: $65,000 in sales from high-ticket program enrollments.
Watch the Strategy in Action
If you prefer to watch the full breakdown of the strategy, check out the video below:
