Case study Content syndication & intent-led demand generation
Confidential client
Capturing net-new intent across 24 audience segments
Connecting a US publisher’s client with relevant enterprise audiences through precision targeting, content syndication, and personalized nurture. The campaign delivered 100% lead acceptance, 11.1% overdelivery, and zero duplicate leads.
Campaign results
Lead acceptance
Overdelivery rate
Duplicate leads
In this case study
Share this case study
The client &
The Brief
A US-based B2B publisher and media house needed a demand generation partner that could combine precise audience targeting with dependable lead quality and clear campaign intelligence.
We brought together audience development, intent-led syndication, and department-specific nurture to capture new engagement for its client, supported by reporting that made performance easier to understand and act on.
Client
US-based B2B publisher and media house
Market
Enterprise audiences across 24 industry segments in North America
Objective
Capture net-new intent and deliver qualified leads against a defined client brief
Campaign approach
Content syndication, one-to-one retargeting, and personalized nurture
Our role
Audience strategy, campaign activation, lead quality, and performance intelligence
The challenge
The publisher needed reliable lead generation backed by transparent reporting and strong campaign management. Its clients expected greater visibility into performance, so the team wanted a partner that could deliver high-quality leads, explain how audiences were engaged, and respond quickly to feedback.
The brief covered 24 industry segments within a defined enterprise account list. Senior decision-makers were the primary focus, with coverage across four seniority levels in Procurement, Finance, Operations, and IT. The challenge was to reach these distinct audiences with relevant content while maintaining the precision of a tightly defined campaign brief.
Success meant capturing net-new intent and delivering leads that met the publisher’s requirements, together with clear insight into audience engagement and recommendations it could take back to its client.
What we did
Designed and constructed the audience around the brief
We combined first-party audience data with third-party intelligence, layering intent, technographic, and firmographic signals to identify relevant prospects within the target market.
Across 24 industry segments, we developed audience groups around departmental priorities and seniority. This connected the client’s account criteria with the people most relevant to the campaign, giving each engagement track a clearly defined audience.
The result was a campaign built around audience relevance, with the targeting depth to support different buying roles without losing consistency across the wider program.
Connected syndication with personalized nurture
Content syndication and one-to-one retargeting created multiple opportunities to engage with the client’s content. Department-specific nurture tracks connected the proposition to the priorities of Procurement, Finance, Operations, and IT.
The content provided a consistent foundation, while the surrounding messaging gave each audience a relevant reason to engage. Follow-up extended those opportunities beyond the first interaction, supporting continued engagement across the campaign.
All net-new leads were captured through our owned properties. This connected audience targeting, content engagement, and lead capture within a campaign we managed directly.
Combined lead quality with campaign intelligence
Lead quality was central to delivery. Our triple-check verification process combined data validation, AI-assisted matching, and telephone verification to ensure the leads matched the brief and were ready for the publisher’s client program.
The publisher received net-new leads in its preferred format, supported by responsive account management and a clear process for resolving feedback. Our final lead delivery was accepted in full, with zero duplication.
Reporting added another layer of value. Alongside delivery performance, the publisher could see which audiences engaged, where response was strongest, and what those findings suggested for future targeting and messaging.
Inside the campaign
Intelligence behind the results
Audience reporting identified stronger engagement across several departments, including Finance, and highlighted differences in response by seniority. Click and dwell-time insights added context to how audiences engaged with the content.
We worked with the publisher to translate those findings into recommendations for its client: prioritize the more responsive audience groups, refine messaging for those showing less engagement, and adjust nurture tracks around the patterns emerging across the campaign.
This gave the publisher a stronger basis for campaign planning and optimization, with evidence to support its recommendations and greater visibility into performance.
The results
Lead acceptance
Overdelivery
Duplicate leads
Audience segments
Net-new leads moved into and through the client’s MQL stage, supporting continued nurture within its marketing program. Above-target delivery and consistent lead quality strengthened confidence in the campaign’s contribution.
Detailed audience reporting, actionable recommendations, and responsive campaign management gave the publisher a clear account of performance to bring into client conversations. It could demonstrate delivery against the brief and recommend where to focus next.
What changed for the client
The publisher delivered above its lead commitment, with dependable quality and the campaign intelligence to support its white-label service. It could pass leads to its client with confidence and present reporting that explained both the results and the opportunities for improvement.
That combination strengthened its position in the client relationship. Audience insights supported more informed recommendations, while clear reporting made it easier to explain targeting decisions and plan subsequent activity.
The commercial value extended beyond meeting the lead target: overdelivery, accepted leads, and detailed performance insight gave the publisher greater confidence in what it delivered and how it demonstrated that value to its client.
Ready when you are
What does your next campaign need to deliver?
Bring us a campaign brief or the challenge you need to solve. We can help define the audience, assess the data and plan a programme around your goals.
