About this project
Juniper Education provides primary schools, secondary schools, and Multi-Academy Trusts (MATs) with technology, training and expertise to deliver joined-up solutions for classrooms, back office, staff development, and parent engagement. Trusted by over 14,000 schools and 300+ MATs, they are on a mission to make a real different in education, streamline school operations, reduce administrative burdens on teachers, and improve learning outcomes for students.
To increase their recognisability and visibility among relevant audiences, and nurture prospects’ familiarity with the brand, Juniper was seeking a new way to successfully generate leads, helping them to reach even further.
We partnered with Juniper Education to develop an “always-on”, or “drip” marketing, lead-generation campaign using paid social advertising across Meta and LinkedIn to reach and nurture education leaders and decision-makers using their extensive catalogue of high-quality resources (digital downloadable guides, webinars, and checklists) as the hook.
Results Overview
+105%
Minimum increase in leads generated across campaigns
Paid social
$23.25
average cost per lead (industry benchmark $64)
0.64%
click-through rate on our LinkedIn document ads (benchmark 0.44%)
Our Approach
We worked closely with Juniper Education’s in-house marketing team to identify the top-performing resources available on their website – such as a Headteacher Recruitment Checklist, a School Business Manager Glossary, and a Shared Parental Leave video webinar – to act as lead magnets using Meta and LinkedIn in-platform lead-generation forms.
01.
Installed the Meta Pixel and LinkedIn Insight Tag on the Juniper Education website in order to collect user data and start building engaged audiences for dynamic re-targeting, alongside highly granular demographic targeting of education leaders, school business managers, HR executives, governors and more.
02.
Using the platforms’ native ads managers and some clever tweaking of the ad formats, we could deliver the resources to prospects without them having to leave their social feed, creating a seamless experience for users and reducing barriers to conversion.
03.
Developed a range of copy and creative options for a test-and-learn approach, allowing us to optimise our campaigns efficiently.
04.
Optimised our bid strategy with campaign learnings using levers (such as a CPC bid cap and adjusted spend during key calendar moments) to deliver better results for our budget and drive our cost-per-lead down.
We tailored our campaigns to hyper-targeted audiences across Meta and LinkedIn – and conducted comprehensive reporting and regular optimisations across key metrics like audience, creative and budget efficiency – in order to deliver on smart implementation decisions and avoid audience fatigue.
The Result
The always-on campaigns delivered a +105% minimum increase in new leads for Juniper Education compared to previous lead-generation campaigns they’d run. Stakeholders also noted the high quality of the leads, meaning that our targeted approach reached the right audience of education leaders and decision-makers.
Through ongoing optimisation and close monitoring of results, we were also able to drive best-ever improvements in KPIs across cost-per-click, cost-per-lead, and click-through rate, all while keeping our ad frequency on target.
The always-on Meta campaign was the first of its kind for Juniper Education, also delivering excellent results for the business, showing that B2B lead generation, when implemented successfully, is possible and can be profitable on Meta platforms.
We have been able to iterate on the success of the always-on drip marketing campaign using new gated resources and targeting fresh audience cohorts in the education leadership space, continuing to deliver excellent value and quality B2B leads for Juniper Education.
“We have been successfully partnering with Maykn for over a year. X has seen a 10% increase in audience numbers as well as a 10% increase in engagement, and LinkedIn has seen a phenomenal performance with an 80% increase in engagement and a 150% increase in audience numbers. It’s great to see and it hasn’t gone unnoticed by our competition either!”
Alex Cook
Marketing Director, Juniper Education
