CASE STUDY

Weeztix

BRANCHE:

Professional Services

PILLARS:

Data & webanalytics / Digital marketing

Mapping the customer journey for optimal online B2B lead generation

In the world of B2B lead generation, mapping the customer journey is essential for creating effective campaigns. For Weeztix, a platform with a high volume of B2C website visitors, we developed an extensive lead generation campaign focused on online lead acquisition and international expansion.

By mapping the customer journey through advanced data visualizations, we were able to create a targeting strategy that was directed to event organizers across Europe. This approach not only allowed us to significantly increase the number of leads but also ensured that we stayed within the target cost per lead of €30.

Challenge

We supported Weeztix with four challenges: B2B lead generation, internationalization, conversion tracking and dashboarding.

Given that Weeztix attracts many B2C website visitors, developing an effective remarketing strategy was crucial. Our goal was to create a scalable online marketing strategy to reach event organizers across the EU. To achieve this, we mapped the customer journey across both the Weeztix websites and customer environments using data visualizations in Looker Studio.

Objective: Achieve a maximum cost per lead (CPL) of €30.

solution

We implemented a traffic strategy centered around search intent. This focused on high-interest terms such as “ticket sales” and “ticketing systems.” Through an advanced implementation of Google Tag Manager, we effectively directed traffic from Google and Bing to other marketing channels, including Meta, LinkedIn, Display and YouTube. By integrating CRM data, we provided the algorithms with sufficient signals, allowing ads to specifically target B2B profiles on social media.

Together with the Weeztix country managers, we successfully rolled out this strategy in the Netherlands, Belgium, Germany, France, Spain, Turkey, the United Kingdom and Ireland.

With properly configured pixels across various marketing channels within Google Tag Manager, we were able to accurately track newly created accounts and demo requests.

The real-time dashboard was divided into a management summary and channel performance. During monthly and quarterly meetings, performance was evaluated and adjusted where necessary to ensure continued success.

SUP digital’s tailored approach enabled Weeztix to grow its B2B lead generation efforts significantly while staying well within their budget. This project demonstrates how data-driven strategy can deliver measurable impact across multiple platforms.