More than 670 leads for about £10,000 of media spend.
SMART approached We Are All Connected with a focused demand generation brief: prove that digital marketing could generate leads cost-effectively, then leave the internal team with reusable campaign infrastructure. We built topic-led content, landing pages, HubSpot workflows, lead nurture emails and paid social campaigns. The project generated more than 670 leads for about £10,000 of media spend, with an overall cost per lead of £15.
leads generated for about £10,000 of media spend
business leads from companies including Experian, Santander, Bacardi and Network Rail
overall cost per lead
The Education campaign achieved an £8 cost per lead.
The engagement
SMART Technologies makes interactive displays and collaboration software for education and business teams. The brief was a focused demand generation project: prove that digital marketing could generate qualified leads cost-effectively, then leave the company with reusable campaign infrastructure.
The campaign needed to work across Education and Business audiences. We built timely, topic-led content, tailored landing pages, lead nurture emails, HubSpot workflows and paid social campaigns across LinkedIn, Twitter and Facebook. The point was not just one campaign result. It was a repeatable model SMART could use again.
What we did
Content strategy and creation
Created timely, topic-led content for lead generation, with separate angles for Education and Business audiences.
Landing pages and campaign infrastructure
Developed tailored landing pages and HubSpot workflows so the wider SMART team could recreate the campaign pattern without rebuilding the setup from scratch.
Lead nurture
Wrote and set up email nurture sequences to follow up with leads after the initial content download.
Paid social
Set up and managed lead generation campaigns on LinkedIn, Twitter and Facebook, including ad copy and creative.
Why this is on the new site
SMART is a clear example of paid, content and CRM working as one campaign system. The project was deliberately bounded, with a specific commercial question to answer: could digital marketing generate leads at an efficient cost, and could the model be reused by the internal team afterward?
The proof is straightforward: more than 670 leads for about £10,000 of media spend, 38 business leads from named enterprise brands, and an overall cost per lead of £15. It earns its place because the result came from connected execution, not from paid media running in isolation.
Demand generation proof at controlled spend
The project generated more than 670 leads for about £10,000 of media spend, with an overall cost per lead of £15.
Business leads from recognised brands
The Business campaign generated 38 leads from companies including Experian, Santander, Bacardi and Network Rail.
Reusable campaign infrastructure
HubSpot workflows, landing pages and nurture emails gave SMART a repeatable model the internal team could reuse after the project.
“Working with We Are All Connected on our project to drive MQLs for SMART was super refreshing. Their in-house expertise is excellent, from content creation to marketing techniques through to the project management. The skills and experience across the whole team really added value to our project and ensured it was the success it became. The team were always positive, and when presented with changes and challenges from SMART, their approach was solutions focused. I always had full confidence that the project would be delivered to a high standard and meet all of our goals.”
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