How I combined paid social, organic social and email marketing to increase visibility, generate demand and drive measurable commercial activity.

Client S is a professional education organisation operating in a complex B2B environment, with multiple audiences, programmes and commercial priorities.

When I joined the team, the challenge wasn't simply to "do more marketing."

It was to build marketing activity that could reach the right audiences, generate interest and ultimately contribute to commercial outcomes.

Over the year, I worked across social media, paid advertising, LinkedIn Ads and email marketing, creating a more structured, data-led approach to demand generation.

The results:

4,800+ leads generated

£2.20 average cost per lead

1.23M paid social impressions

36,840 paid social clicks

127,000+ unique email opens

130+ bookings generated through email

6,618 LinkedIn followers

3.22% LinkedIn engagement rate

The challenge

Client S operates across multiple audiences and propositions, meaning there wasn't a single customer journey to optimise.

Marketing needed to simultaneously:

• Build brand visibility

• Reach new audiences

• Generate qualified leads

• Promote programmes and events

• Drive website traffic

• Encourage bookings and expressions of interest

• Nurture existing audiences

• Support different commercial priorities throughout the year

The CRM setup also made it difficult to attribute every eventual sale back to a specific marketing activity.

Rather than relying on sales revenue as the only measure of success, I built a measurement approach around the leading indicators we could reliably track, including leads, expressions of interest, bookings, clicks, engagement and cost per acquisition.