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Brightly, a sustainability asset management company, partnered with Reconnected Marketing to increase the effectiveness of their messaging and generate more Marketing Qualified Leads (MQLs). Through a mix of creative storytelling, website optimisation, and targeted media, the campaign focused on educating and engaging government decision-makers to improve lead readiness.
driving both education and engagement with a target audience
across paid and organic channels
campaign performance is currently tracking above benchmarks
Brightly needed to improve its messaging to generate high-quality MQLs and reduce friction between website leads and sales follow-ups.
Deep interviews with the sales team revealed the need for education-focused messaging to improve lead readiness. While creative assets were meeting click-through benchmarks, the gap between website performance and lead handoff to business development remained a challenge. The main issue was leads being uninformed and unprepared for follow-up conversations, slowing their journey through the sales funnel.
We focused on enhancing the website experience, supported by a seamless customer experience (CX) through educational and bottom-of-funnel (BOFU) social campaigns. The creative leaned heavily on storytelling through Brightly’s distinctive animatic assets, targeting government decision-makers and communicating sustainability solutions for short, mid, and long-term management.
We built a visually stunning and highly educational website that reflected Brightly’s brand identity and storytelling style. The new site entertained and informed key audiences, specifically targeting government officials. This effort was reinforced with a paid media campaign and strategic placements across industry-relevant media outlets to generate leads.
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