B2B Lead Generation
Gallagher
Integrated Campaign | Thought Leadership | Lead Generation
BACKGROUND
Gallagher Integrated is a healthcare consulting firm that provides services to more than 1,200 healthcare providers, 1,800 hospitals, and 700 independent and affiliated medical groups. Its team features expert consultants and thought leaders who help organizations achieve business goals by ensuring top talent is attracted, retained, and engaged, while measuring and maximizing human and organizational performance.
CHALLENGE
Position Integrated Healthcare Strategies (Gallagher Integrated), a division of Gallagher Benefits Services, Inc., as a thought leader among their primary audience of CEOs and healthcare leaders, and B2B lead generation.
SOLUTION
Tap into the needs of the target audience who are facing a variety of issues and concerns in their respective industries by providing free advice and expertise on a trending topic from an industry leader through a webinar.
A comprehensive campaign combining owned and paid media was developed to reach the target audience, generate leads and drive traffic to the webinar. Campaign tactics included: a customized microsite, emails, social media posts, social media graphics, PPC ads, and newsletter highlights in Gallagher Integrated’s Vitals e-newsletter.
RESULTS
Lead goal exceeded by
162%
51.9% of registrants attended
59.8% of registrants were from
non-healthcare industries
7.34% email open rate
