Agile Piloting for Efficiency

For nearly 30 years, Borealis has been a leading provider of polyolefins, base chemicals, and fertilisers. In line with its mission to ‘Keep Discovering’, innovative solutions that were made possible by Borealis are driving the transformation to a more circular economy. The company has taken strong steps towards digitalisation. It is constantly working on transformations that can create more value for its customers.

The polyolefins department decided to pilot a digital lead generation campaign and asked the Cognitive Creators team to get on board as strategic advisors on data interpretation and processing, funnel mapping, campaign monitoring, content performance, and conversion psychology.

The main challenge was to map a funnel that could drive business results via dedicated content in a short, 8-week timeframe. As digital has not yet been used for this scope, it was the first attempt for such a campaign, and there was no historical data for preparation. Everything was expected from the pilot.

With all this in mind, we have decided to create intermediate milestones that would confirm if we are on the right track or if there are any required modifications. This way, we made sure that we minimised risks and that we were always in the direction that we were aiming for. The development of a comprehensive data strategy has enabled us to closely monitor the behaviour of each lead throughout the generation process and, subsequently, to classify and correlate these behavioural patterns to gain an ever deeper understanding of the given conversion funnel.

Finding the Best Converting Funnel

During the campaign, we tested 6 funnels with 4 different types of calls to action: 2 direct sales, 1 white paper, and 1 webinar. The milestones helped us to do the necessary fine-tuning on the targeting parameters, as well as on-the-fly modifications on the content in order to shortlist the best lead traffic channels and, finally, find the call-to-action strategy that works best.

80+ Leads through 2 Successful Funnels in 8 Weeks

From the 6 funnels, we managed to narrow down our focus to 2 highly performing ones, as these had the best conversion and lead generation performances. Through the course of the campaign, we achieved a total of 398 conversions, from which we were able to filter and identify 82 high-potential leads.

In terms of performance KPIs, the campaign had a strong head-start, laying a solid foundation for further digital activities and highlighting the importance of agile piloting and data-driven decision-making in lead generation.

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