Detertech Drives Measurable Sales Pipeline Impact with 15% Lower CPL
The Challenge
Detertech, a leading security technology provider, required an always-on, full-funnel media strategy across two key markets, the UK and Germany, to achieve significant and sustained business growth. The core business objective was to drive high-quality sales leads to directly support their overarching sales goals, in addition to increasing brand awareness and driving quality traffic to their market websites. They needed a solution that could move beyond vanity metrics to deliver measurable impact on the sales pipeline, proving the ROI of their media investment.
The Solution
Fifty’s unique solution centred on applying deep human understanding of Detertech's target audience, which was then leveraged to align the content and creative with the specific audience segments identified. The media strategy was a full-funnel deployment across key channels including programmatic, Meta, LinkedIn, YouTube, and Google Search & PMax. Critically, Fifty implemented a closed-loop attribution system by integrating the client's Salesforce data directly into the platform. This highly innovative approach enabled real-time, outcome-based optimisation and ensured the team could work with Detertech to drive highly accurate, measurable results that connected directly to sales.
“Fifty’s ability to decode our audience and bring these insights to life truly set them apart. This allowed us to not only run a successful media campaign but also align our broader strategy, creative, and internal sales processes across the UK and Germany, delivering a measurable impact on our sales pipeline.”
Nicky Davies, Marketing Director, Detertech
The Results
The campaign delivered significant results, demonstrating the power of audience-led strategy combined with outcome-based optimisation. Fifty successfully achieved a 15% lower Cost-Per-Lead (CPL) than the target set by Detertech, showcasing superior spend efficiency. Engagement quality was excellent, with video content achieving a 12% higher View-Through-Rate (VTR) than the industry benchmark, and programmatic delivering an impressive 3.8% lead form fill rate. The direct attribution of sales via Salesforce data provided Detertech with a full-funnel view, empowering them to make real-time adjustments to their sales and internal market activity. This integration ensured 56% of all phone calls were attributed directly to Fifty's media activity.
