143 qualified leads in 1 week: lead generation for the education programmes of EIT RawMaterials
Success Story Overview
Through the European Raw and Advance Materials Academies a, EIT RawMaterials is building a Europe-wide learning offer for the raw and advanced materials sectors. Getting it off the ground required partners: learning content providers who contribute their courses, and Learning and Development (L&D) professionals in industry seeking learning solutions for their workforce. The target for the first webinar campaign was 53 marketing qualified leads. The campaign delivered 143, achieved in a single week of run time instead of the four that were planned. The key to this: a value-led messaging architecture that opens every message with the concrete value for the audience, and Meta Instant Forms with built-in pre-qualification.
Target achievement on marketing qualified leads: 143 instead of 53
MQL rate across all leads generated
Campaign run time instead of the four weeks planned
Challenge
A new offering without recognition
At campaign launch, the European Raw Materials Academy was not yet established in the market. The webinar had to explain an offering with no search volume and no existing community behind it, and reach people with decision-making authority while doing so.
Two audiences with opposing logic
The campaign addressed the supply side, learning content providers with courses of their own, and the demand side, L&D leads inside industrial companies, in parallel. Both groups judge the same programme against different criteria and require their own messaging.
Four weeks planned, one week in reality
Upstream alignment turned the planned four-week window into one week of live time. The full target volume therefore had to be generated in a quarter of the time originally allocated.
Approach & Work
Value-led messaging framework
We developed a dedicated messaging framework for each audience: ICP definition, researched persona goals, core value themes mapped against them, and hero messages derived from those. The decisive element was the value-led logic, meaning the concrete value for the audience in the first sentence and the webinar as the first step towards it. This was tested per audience across three ads, ranging from the clear benefit message to the pointed market-gap argument.
Pre-qualification inside the ad format
Meta took on the role of volume and efficiency channel, LinkedIn that of precise targeting for senior profiles. On Meta, we ran Instant Forms with built-in qualifying questions: the low-friction user experience of the form drove volume, while the questions inside the form filtered out poor-fit leads before webinar registration and before handover to the CRM. Daily monitoring and continuous optimisation concentrated the budget on the strongest ads in creative and messaging within a matter of days.
Results
Target exceeded by 170%
The campaign delivered 143 marketing qualified leads against a target of 53, equivalent to 270% target achievement. In total, 196 leads were generated and 44 people attended the webinar.
Quality at decision-maker level
The MQL rate reached 73% across all leads and 71% on Meta across 183 leads. 97 of the 143 MQLs, roughly 68%, came from CEOs, directors, founders, managing directors and owners. The value-led approach therefore reached exactly the level that can decide on a partnership.
Efficiency and Europe-wide reach
Cost came in at €61 per lead and €83 per MQL, and €64 per MQL on Meta. More than 1 million impressions and around 296,000 people reached gave the new programme visibility at the same time. The MQLs came from at least ten countries, with a focus on Southern Europe: Italy, Spain, Greece and Portugal delivered 56 MQLs between them.
Eilecia Bovard
Partnership Manager
Deep Blue Growth was a highly responsive and professional partner throughout our LCP webinar lead generation campaign. Despite a very short timeframe, they exceeded our lead generation targets and delivered impressive results. It was a pleasure working with the team, and I would happily recommend them to others seeking support with lead generation and growth campaigns.
Anahita D'Souza
Communications Business Partner for Education
I’ve worked with Deep Blue Growth for over a year now, on multiple campaigns and they’re a great team to collaborate with, bringing valuable expertise in performance marketing campaigns. Our latest lead gen campaign helped us overachieve our MQL targets. They’re reliable and flexible, working around strict schedules, tight timelines, but delivering results and successfully implementing feedback.