MAXIMISING GROWTH
How B2B Media Group Delivered a 12:1 ROI for Google Cloud’s Start-up Initiative
David Taylor, Product Marketing Manager, Google Cloud
The Challenge: Breaking Through The Noise
Google Cloud — a global leader in infrastructure, AI/ML, and data solutions wanted to scale its outreach to early-stage start-ups.
But despite a strong offering, their MQL-to-SQL conversions lagged behind industry benchmarks. Reaching the right start-ups at scale — and educating them fast — was proving to be a real challenge.
"Our initial MQL to SQL conversion rates were below the industry benchmark, and we were struggling to increase these conversions."
— David Taylor, Product Marketing Manager, Google Cloud
The Solution: Smarter Targeting, Higher Conversions
B2B Media Group designed a precision content and email marketing campaign centered around a custom-built content hub, hosted by B2B Media Group.
- Hyper-targeted outreach to pre-qualified businesses matched to Google Cloud’s ideal start-up profile
- Premium content experiences that educated and converted
- Always-on optimisation for maximum performance throughout the campaign
The Results: Expectations Shattered
- 2,900+ new high-intent leads
- MQL to SQL conversion jumped to 29%
- SQL to revenue conversion hit 14%
- 12:1 ROI Delivered (and still growing!)
And there’s even more runway:
"We’ve only been able to action 50% of the leads delivered so far. Realistically, we’re pacing towards a 20–25:1 ROI — way above our initial expectations."
— David Taylor, Product Marketing Manager, Google Cloud
Why It Worked
- Precision data
- Strategic campaign design
- Relentless optimisation
- A true partnership approach from B2B Media Group’s experts
"The support from the B2B Media Group team — from campaign setup to ongoing optimisation — was outstanding."
— David Taylor, Product Marketing Manager, Google Cloud
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